Announcing “Insighter”: A Virtual Conference from aytm, CINT, KnowledgeHound, & Remesh

If you’ve ever seen us speak at a conference or attended one of our roundtable talks, you already know there’s nothing we love more than chatting with researchers about what it takes to move the insights industry forward. And now, we’re super excited to continue the conversation with our partners, CINT, KnowledgeHound, and Remesh, through Insighter  —  a virtual conference for insights professionals. 

Taking place on September 23 and 24, this inaugural event will feature awesome speakers from companies invested in building stronger brands by leveling up their insights game. If you’re looking to learn how to navigate the next normal, use technology to conduct more agile, iterative research, or make smarter recommendations that drive business growth for your organization  —  this conference is for you.

An online event with you in mind

Attending a consumer insights conference once meant spending days cooped up in a windowless convention center or mindlessly glued to your computer screen for hours on end. Not anymore. Insighter will be jam-packed with captivating speakers, lively debates, virtual lunches, coffee talks, and happy hours – all designed to keep you engaged.

Wait a minute — what does “Insighter” even mean?

Insighters are insights industry insiders. They’re the leaders. The changemakers.The curious ones who are unafraid to address the critical need for digital transformation within the consumer insights industry. If that sounds like you, we’re giving you a place to gather with your peers, trade war stories, and share your strategies on how to drive change within an organization. 

Beyond the conference, we encourage attendees to join our private community to network with each other and participate in facilitated discussions. If you’d like to take part, simply join the Insighter Community  —  easy peasy.

Get ready to learn, grow & connect

If you’re as psyched as we are, then register today. We’ll be sure to keep you updated on all of the exciting announcements to come, including our full list of speakers, and all the other juicy conference details you’re just dying to know. We hope to see you there! 

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Demographic Quotas Offer a Representative Sample for Your Surveys

Quotas help you to collect representative, accurate data from your consumer research. They also allow you to keep track of how many respondents meet a condition outlined in your survey. 

Let’s take a look at the types of demographic quotas available on the aytm platform, learn how to use them in your next survey, and explore a few use cases for quotas.

Types of Demographic Quotas

At aytm, we offer two ways to implement demographic quotas to your survey. The first is by using Quota Balancing (or US Census balancing). This allows you to balance your survey by three US demographic traits simultaneously (gender, age, and location), in non-nested quota groups. This feature allows DIY users more autonomy in the platform, removing the need to contact us for assistance setting up your quotas. 

How to add quota balancing to your survey

If you need something more custom, we also offer Nested Quota Groups. This feature allows you to create custom demographic quota groups. It even includes a list of US Census presets to quickly add quota groups based on US Census breakouts.

How to add nested quotas to your survey

Nested Quota Groups are not limited to the United States. You can create custom quota groups for any of the countries offered on the Target Market page. And you can also change the percentages of your nested quota groups with a click of your mouse. 

How to change the percentage of nested quota groups

When Not to Use Quotas

As great as quotas are, there are specific times when they may not be right for your study. You wouldn’t want to balance by Census if your target market is not representative of the US population, for example, if you’re targeting gamers – an audience that skews male – Census balancing could skew your sample in an undesirable way.

Sometimes it’s not about whether or not you should add any quotas, but being careful not to add too many quotas. Too many granular nested quotas could greatly extend the time required to field, or worse, skew your sample.

Using Demographic Quotas in Representative Research

Quotas let you determine how representative of your audience your survey respondents will be. You know just how critical this information is if you’ve ever found yourself meticulously picking through the results of a survey, only to realize that 75% of your respondents are female, while they only make up around 51% of the population. A discrepancy like this can invalidate any insights you may glean from the data, resulting in lost time and money.

You wouldn’t want to make strategic business recommendations based on the views of a minority if this group isn’t representative of the entire population you require buy-in from. Using quotas helps you get one step closer to unbiased and actionable insights.

Using Demographic Quotas in Tracking Studies

Another good reason to establish quotas is for the sake of consistency when conducting a tracking study. Let’s take a look at aytm’s COVID-19 tracker to illustrate this point.

We surveyed 1000 US adults and weighted to be reflective of the US population, with the goal of understanding the changing US consumer landscape during the Covid-19 global pandemic. This is an ongoing survey that has completed more than a dozen waves to date. 

Now, imagine how the data might look if we paid no attention to the consistency of the sample. If in wave 1, we used census balancing by age and in wave 2, we didn’t, we may have seen wildly different numbers from week to week. 

Our research shows that concern for the pandemic is very different among older and younger adults. The data would lack consistency if one week had 50% of respondents under the age of 30, and another week was made up of 60% of respondents over the age of 60. When it comes to this particular pandemic, age is a huge factor in someone’s level of concern about the virus.

This same idea applies in any research project, whether you’re doing a product sentiment tracker and your target audience is 75% female or your tracking changing NPS scores for a local brand with 55% of your customer base located in Fulton County, Georgia. Use quotas to ensure your sample remains constant. 

Using Demographic Quotas in Comparison Research

Whenever your audience is narrow, only encompassing one gender, or age bracket, for example, it’s not necessary to conduct representative research. But you may still be interested in uncovering insights about other genders or age brackets.

You can use demographic quotas to skew the sample towards the audience you’re most interested in, while also looking at alternative audiences whose data could be used for comparison purposes. 

For example, if you were selling beard oil, you might want 80% male and 20% female respondents, understanding that the primary decision-maker is highly likely to be male, while also obtaining insight into how women could play into the purchase decision.

For many consumer research studies, one of the goals is to provide data that mirrors the population(s) of interest. That’s where demographic quotas come in. Aytm makes it incredibly easy to program quotas into your survey, offering reliable results every time. 

Read more about adding demographic quotas to your surveys.

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Aytm Welcomes Sarah Snudden as VP, Digital Transformation & Dale Gilliam as Director of Product Strategy

Two insights industry all-stars join aytm to accelerate innovation and digital transformation.

Aytm (Ask Your Target Market), a leading consumer insights platform, announced today that Sarah Snudden and Dale Gilliam joined the team as VP, Digital Transformation and Director of Product Strategy, respectively. Both of these newly created roles demonstrate the organization’s continued growth and dedication to serving the needs of its clients.

Sarah Snudden is a long-time CPG insider, holding progressive insights leadership positions at Clorox, Seventh Generation, and Keurig Dr. Pepper, where she’s been responsible for cross-functional insights coordination, directing insights process transformation and much more. As VP, Digital Transformation, Sarah will head a group focused on helping aytm clients adopt agile insights technology solutions empowering brands to make smarter business decisions that drive value for customers and stakeholders. “It’s more important than ever to be able to integrate consumer insight at the speed of business. Coming from the client side, I know the pain points faced by insights teams all too well. I’m excited to use that knowledge in my new role, helping leaders digitally transform their insights programs,” said Sarah.

“Sarah is a true insights innovator and force for driving better, faster, and more actionable brand guidance. She’s been a friend to aytm for many years. As a champion of consumer empathy, focused on understanding and influencing consumer behavior, she’s a perfect fit for our unique culture,” said aytm COO, Shanon Adams

Also joining the fast-growing team is Dale Gilliam, aytm’s new Director of Product Strategy. Prior to joining aytm, Dale was the founder and CEO of Troubadour Research and Consulting, where he led the company’s growth and operations in addition to being the group’s marketing scientist. He has also held positions doing competitive intelligence, panel research management, business intelligence, and data science. In his new role, Dale will lead a team focused on co-innovation, delivering value in response to client needs while developing the aytm platform to fit new and evolving landscapes. “It appears the insights industry is nearing a tipping point and aytm is already poised to be a market leader once that happens. In this new role, I’m eager to leverage my years in survey research and artificial intelligence to shepherd the product to the next level,” shared Dale.

“We first connected eight years ago, when Dale was building Troubadour, and we were making our first foray into automating market research,” explained Lev Mazin, CEO at aytm. “Dale is a unique researcher who combines entrepreneurial passion with strong hands-on statistical skills and deeply rooted Market Research integrity with a desire to innovate. We’re so excited to welcome him to the aytm family!”

About aytm

Aytm is a leading consumer insights platform focused on digitally transforming quantitative data collection and analysis for an iterative approach to market research. Built for agile teams, aytm helps you accelerate your research lifecycle, connect with customers, iterate quickly, and get from idea to market faster. 

Intuitive drag and drop programming, access to 60mm+ panelists, and insights powered by flexible automation allow you to quickly optimize your products, positioning, and concepts with actionable data backed by best practices from expert researchers and statisticians. 

With all your research tools in one place, you get more work done, in less time, for less money – without skimping on the quality or complexity of sophisticated research. To learn more, visit

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Add Some Qual to Your Quant with Open-Ended Questions

Want to obtain more qualitative data from your next survey? Open-ended questions can help lead the way. Because they’re exploratory in nature, OEs offer insights professionals rich, qual data, incorporating a human element into your quantitative research.

The Quali/Quant Sweet Spot

Quotes you get from open-ended questions can put a human voice to the objective numbers and trends revealed from your results. It often helps to hear your customers describe your brand or its products in their own words to uncover any blind spots you hadn’t even considered when formulating your survey questions.

For example, let’s say you want to run an ad test to get consumer feedback on a new campaign. You can easily measure many things with quantitative questions, including like vs. dislike, believability, relevance, uniqueness, and purchase intent, to name a few.

But you could also offer a couple of open-ended, qualitative research questions to uncover things you may have overlooked. You could ask:

  • What did you enjoy most about the ad?
  • In your own words, what is the main message of the ad?
  • Describe how the ad made you feel.

If you notice any common themes running through the answers to your open-ended questions, you may need to research them more in-depth or immediately make changes to the next draft of your ad.

Imagine if several panelists said that the ad’s central message was something completely different from what you intended. That’s a clear indication that you need to either tweak the copy, the creative, or both. 

Why Use Open-Ended Questions in Your Surveys?

When it comes to the respondent experience, there are a couple of reasons why it can be beneficial to offer up a few open-ended questions. First, OEs are shorter, because they don’t include a list of answers. Giving panelists less words to read and answer choices to consider reduces the likelihood of survey fatigue. 

Open-ended questions also eliminate the risk of primacy bias – the tendency for respondents to pick the first option presented to them in a closed question. Instead, OEs push respondents to think about their answers. 

Another great thing about open-ended questions is that they allow panelists to include additional information that can reveal their hidden feelings, attitudes, and understanding of the subject. OEs also allow respondents to answer in their own words, without any influence from the survey designer.

Use Cases for Open-Ended Survey Questions

Open-ended questions can often lead to extremely valuable feedback and rich insights when added to a well-designed quant test. Here are a few examples of questions you can add to your next survey to add a little qual to your quant.

What did you enjoy about the product? – Uncovering your strengths helps you highlight your value to more users. For example, if your early creative concepts are heavily focused on calling out feature A, but very few consumers mention it as something they enjoyed — you may want to reconsider centering your marketing messages around it. 

What can we improve? – This simple open-ended question can serve as an open platform for consumers to tell you their pain points – which is infinitely more valuable than pulling out your crystal ball and guessing what product improvements you should make before going to market. 

Where did we fall short? – Perhaps your product promised a certain benefit that the consumer didn’t experience. Knowing exactly how and where you missed the mark, can be invaluable in ensuring you improve at setting and meeting customer expectations in the future. You want to under-promise and over-deliver, not the other way around.

Open-ended questions can lead to insightful answers that can help you empathize with users and how they experience your products. Use them to compliment or get context for your closed-ended responses. You can add OEs as an optional response in single or multi-choice questions, as a text box asking for a short response or an essay question, requesting a more extended response from panelists.

Open-Ended Data Analysis

Because there’s an unlimited range of potential answers respondents could give to open-ended questions, it’s incredibly important to have an intuitive way to analyze them. When reviewing open-ended text, you want to identify word themes and patterns that offer more in-depth insights into the overall survey. You can categorize and calculate the open-ended text based on respondent profile, custom variables, or responses.

Filtering allows you to break down your survey results and focus in on specific parts of the data. For instance, filtering by question and answer allows you to view respondents who answered a question a specific way.

With an automated solution like aytm, we take OEs one step further with an intuitive interface, which makes it easier to analyze the data – allowing you to sort, filter, and search for specific words or phrases while seeing respondent traits – all in one place.

Once your survey is live, you will be able to access the statistics page and watch your respondents’ answers stream to the page in real-time. Here’s how to access and navigate your open-ended responses.

Filters allow you to search through your data and dig deeper into correlating what respondents say to the mass survey data. Aytm allows you to: 

  • Filter by questions 
  • Sort responses by time, length, or kudos
  • See the number of responses per page 
  • Toggle between pages of comments 
  • Show Traits for each individual
  • Search for keywords or phrases 
  • Highlight search terms 
  • Choose question order

Let’s say you need to quickly find every response that includes the word “cat.” Simply type in your search term and press enter or click on the magnifying glass, then see how people who responded with the word cat answered your survey.

When you use the search field, you can select to have the search terms entered highlighted. In the example above, you’d see the word “cat” highlighted in every relevant response, making it incredibly easy to locate precisely what you’re looking for.

Data Visualization for Open-Ended Responses

Open-ended answers are presented as an interactive word cloud on your Stats page. The aytm platform automatically creates a visually appealing graphic, where the size of each word corresponds to how frequently it appears in your responses. 

Word clouds are a simple, yet powerful graphical representation of qualitative data. They create a very compelling visual display that tells a story, showing you what words are coming up the most versus the least.

Open-ended questions can add a little flavor to your quantitative studies, leading to deeper insights, a better understanding of your target customer, and a wealth of feedback that translates into smarter strategic decisions. 

Aytm’s new OE interface makes searching through, filtering, and sorting your open-ended data easy and intuitive, while the visualizations on your Stats page allow you to quickly understand the data, at-a-glance, and share it with key stakeholders in one click. 

See how you can use open-ended questions in your next survey.

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Aytm Ranks Top 11 Technology Provider in GreenBook GRIT Report!

Aytm is thankful to be awarded the following in the 2020 Greenbook Business and Innovation GRIT report:

  • #11 Technology Provider
  • #18 Data/Analytic Category
  • #20 Most Innovative Company

It’s no surprise to us, as aytm has a long history of innovation. 

From our launch in 2009 at TechCrunch 50 to being the first-ever to automate complex research, aytm has been changing the consumer insights game. 

And in 2020, we’re doing it again. Covering the entire research lifecycle – from survey programming to reporting – our newly launched Xpert Solutions minimize manual effort, allowing even novice researchers to run sophisticated studies like concept tests, product claims, conjoint, and more with the help of a guided interface that’s easily customized to fit your unique research environment. 

But unlike with other types of research templates, aytm doesn’t put you in a box. Instead, we set researchers free. Free from spending hours designing complex surveys. Free to spend time doing what you do best, uncovering insights, making strategic recommendations, and providing value to the business. 

At aytm, co-innovation is baked into our DNA. You rarely (if ever) hear the words, “we can’t do that.” What you get from our incredible product team is, “we don’t currently do that, but let’s figure out how we can.” 

We work with you to get the job done. We empower you with the tools you need to achieve the dream of agile, iterative insights. 

Our vision is to continue to boost the consumer insights industry to new levels with innovative technology and a fast-growing team of caring professionals that power it. Thank you for your continued support!

The full GRIT Report is available for download here.

Learn more about aytm’s innovative consumer insights technology. 

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The Quirk’s Event – Virtual 2020

The consumer insights industry is facing a time of rapid change. Technology is not only impacting the way consumers engage with brands, but empowering new competition from challenger brands and raising expectations for today’s insights professionals. Those who wait to adapt risk losing influence and becoming less relevant. Now is the time to lead.

The digital advantage: Leading change when status quo research is no longer an option

Speaking Session: Room 2 | Thursday, July 16 | 10:30am-11:00am ET
Virtual Conference Dates: July 14-16th, 2020
Register for this event here.

During this session, we will discuss recent challenges experienced by top researchers at some of the largest consumer brands in the world and highlight ways technology helped them take back control of their research and answer the call for more dependable insights, now.

Key Takeaways:

  1. Discover new ways technology is being leveraged to better respond to stakeholder expectations to do more research with less time, budget and resources.
  2. Explore simple ways to execute complex research tests regardless of your skill level or expertise.
  3. Confirm you’re working with the highest quality data and most dependable analysis.
  4. Hear practical advice for ensuring your technology partnerships are flexible and adaptable to your unique research environment.

Topic(s) Covered:

  • Data visualization
  • Effective vendor/client relationship management
  • Assessing marketing research technology vendors
  • Storytelling/data interpretation
  • Industry trends – future of marketing research
  • New techniques – qualitative and quantitative
  • Automated research

Kandice Coltrain – VP of Business Development

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GRIT Forum June 2020

Insights Leader Perspective: Welcome to The Next Normal – Like it Or Not

The industry and the state of the world are changing rapidly. The GRIT Forum is your exclusive look at the latest edition of the GRIT Report —before it’s released to the public.

During this session, you will hear about the main trends and analysis of what’s happening in the industry, forecasts for what’s to come, and expert commentaries on what’s to come—without even opening the report. Aytm panel discusses the findings from the buzz topics section.

The GRIT Report is the #1 strategic planning tool for insight professionals.

Register Here

Date: Tuesday, June 23, 2020
Lev Mazin, CEO & Co-Founder
Stephanie Vance, PhD., Vice President of Research
Eileen Rozic, Executive Vice President of Global Sales
Rossi Dobrikova, Director of Panel Operations

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IIeX Forward 2020

Be the Bridge: Getting your insights team from A to D(igital)

The time has come for all insights leaders to lead the charge toward digital. Current events left many insights teams scratching their heads and wondering whether they should pause research until things went back to normal. But those who had already adapted and transformed their insights programs to agile research methods quickly pivoted without losing any ground. 

Hear firsthand from some of the world’s most-loved brands about the obstacles they’ve recently faced, how they moved past them, and how shifting their research to digital helped them reach the other side.

Key Takeaways:

  • Get actionable advice from peers on how to overcome insights challenges in times of uncertainty.
  • Discover some of the top questions and concerns coming from stakeholders.
  • Uncover strategies for gaining buy-in from stakeholders and leadership dragging their feet on digital transformation.
  • What insights challenges did you or your specific industry face during the past few months?
    • How did you specifically approach those challenges?

Date: Tuesday, June 16th, 2020
Panel Speakers:
Kandice ColtrainVP of Business Development

Stephanie Vance – VP of Research

Danny Blatt – VP of Market Research
Prudential Financial

Eliza Jacobs – Director of Consumer Insights & Analysis
Public Broadcasting Service

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How to Name a Product – 10 Tips for Product Naming Success

Naming a product isn’t easy.
Consider this: 1,024,384 trademark applications were filed in the United States in 2018. There are now so many new brands popping up that it’s extremely hard to come up with a new name that meets all of your criteria, but is also readily available.

When coming up with a new product name, you need to research, plan, and brainstorm, then test before you launch.

Because not just any name will do. Your product name needs to fit within your broader brand name umbrella while telling its own unique story to consumers. It also needs to be memorable, findable (particularly on search engines), unique, understandable, and relevant.

In this article, we’ll cover:

  • Product Name Must-Haves
  • The Role of Your Product Name
  • Questions to Consider Before Choosing a Product Name
  • 10 Tips for Product Naming Success
  • Best Practices for Designing a Concept Test

Product Name Must-haves

Brand synergy: Ensure your product name aligns with your brand identity and overall strategy.

Resonance: Your product name must resonate with your ideal customer, evoking the desired feeling, perception, or impression.

Scalability: Think long-term. Do you see this being a stand-alone product or if it’s successful, could it grow into a larger product line? If you envision the latter, you’ll want to take that into consideration when choosing a name.

Visibility: If people can’t easily find and search for your product online, consider it dead on arrival. 

Distinctiveness: Competition will be fierce. You want a name that will make your product stand out from the crowd.

Longevity: Don’t be tempted to use the latest fad as inspiration for your new product name. Ask yourself, “will this name make sense to people in 20 years?”

Simplicity: Sometimes, we misspell something and Google figures out what we meant and points us in the right direction. But do you really want to leave it up to chance? Make sure your product name isn’t too difficult to spell or pronounce; otherwise, people will have a hard time finding it and talking about it. Make it easy for your audience.

The Role of Your Product Name

 Your product name should just sound cool (although that doesn’t hurt), its primary job is to guide your ideal customer to buy it, by showing them why it’s the right choice for them. 

If you’re in the market for a new laptop and because you carry it in your backpack all day, being lightweight is the most important feature for you, would you go for a MacBook Pro or a MacBook Air? There’s a clear winner here.

The name of your product should also instill confidence in your brand. This is accomplished with consistency. If all of your product names sound like iPhone, iPad, iTunes, and you suddenly launch a new music service called “Streamy,” it’s going to sound random and could potentially cause your customers to lose trust in the brand.

Lastly, your product name should help your brand to generate buzz. You want your name to be the one that turns generic items into something specific. Think of brands that have made a mark. How many of us ask for a Kleenex, even if we’re reaching for a generic brand of facial tissue?

Questions to Consider Before Choosing a Product Name

  • Should your product name be long or short? 
  • What’s your product’s value?
  • Who’s your target audience? 
  • What products do they already buy?

  • Would your customers be more receptive to a real word or a word you made up?
  • Should your product name evoke an emotion? Which one?
  • Does your product name sound a lot like your competitors’?

10 Tips for Product Naming Success

1. Be Descriptive

The first place most people start when they have to name a product is to simply create a name that describes what the product does. Grammarly is a perfect example of a descriptive name. People use it to check their grammar. It can’t get more descriptive than that!

 2. Use Real Words with a Twist

Words don’t have to be used literally in a product name. They can be suggestive like Ford’s Mustang (it’s fast and sleek) or Ford’s Expedition (it’s built for adventure).

3. Add a Prefix or Suffix

You can turn a common word into a product name simply by adding a prefix or suffix to it. Apple uses this product naming technique all the time with the iPhone, iPad, and iTunes offering perfect examples.

4. Create a Compound Word

Since so many brand and product names are already trademarked and the associated domain names have already been registered, it’s very common these days for product names to be compound words made by putting two words together to form an entirely new brand or product name. PhotoShop, TurboTax, and Stick Ups are great examples.

5. Make up a Word

One way to ensure your product name is unique is to make up a word. Gatorade, Fritos, Doritos, and Tostitos are popular examples.

6. Change Spellings

Products like Trix, Kix, Fantastik, and Liquid-Plumr use real words that are misspelled. It’s creative and helps when the name you want is already trademarked or the related domain names are taken.

7. Tweak and Blend Words

When a single word or a compound word won’t do, you can tweak and blend words to create a brand or product name. For example, NyQuil is a tweak and blend of night and tranquil.  Pictionary is a tweak and blend of picture and dictionary.

8. Use a Place or Person’s Name

The Clark Bar was named after its creator, David L. Clark. The George Foreman Grill was named after its celebrity endorser. However, use caution when including a place or person’s name in your product name.

A day may come when you want to expand out of that geographic area or the person whose name you used in the product name might leave to work for a competitor or in another industry, or worse, become part of a salacious scandal. Make sure your product name can withstand these types of changes

9. Create an Acronym or Use Initials or Numbers

Acronyms and initials are short, but they don’t say much on their own. Therefore, you need to exercise caution when you use an acronym or initials in your product name. It typically takes longer to develop brand recognition and comprehension with a name filled with numbers and letters that is difficult to remember. 

However, many companies have achieved great success in launching products with names that use numbers and letters. Honda’s CRV, Toyota’s Rav4, and even Formula 409 are examples of how this naming technique can work.

10. Use a Verb

You can use a verb as your product name (think Bounce dryer sheets) or you can turn a word used in your product name into a verb. 

For example, the FaceTime application name has turned into a verb over the years. Today, it’s common to say, “FaceTime me later and we’ll talk.”

The Swiffer product name is also used as a verb sometimes. It’s not uncommon for a Swiffer user to say, “Look at that dust! I have to Swiffer that.”

As you can see, it’s okay to get creative when you name a product. As long as consumers are willing to accept the message and promise that your product name communicates, then you’re on the path to success. 

That’s why it’s so important that you test your ideas before going to market. Next, we’ll cover some best practices for using quantitative research to test product names along with the value of your target audience. 

Best Practices for Designing a Concept Test

A product naming survey (also called a concept test) offers deep insight into which names consumers respond most positively to. You can provide them with several choices and score them based on a number of factors like perception, trust, creativity, and more.

While you have the option of testing up to 200 alternatives, it’s important to be respectful of consumers’ time and consider providing your top 3-15 choices.

Begin with a detailed description of your product, along with an image that gives respondents a clear picture of the look and feel of your product. 

Naming Questions

Ask questions to gauge how each name choice compares against your other options. Respondents can rank the names in order of preference, allowing you to see which ones come out on top.

You can also write questions that will help you determine which names respondents deem trustworthy, creative, cutting-edge, empathetic, and other criteria. 

And be sure to ask for input from your respondents to see if they have any additional suggestions for names you hadn’t thought of, based on their perception of the product.

Next, measure a consumer’s willingness to purchase your product based on each individual name. 

Lastly, include some open-ended questions to test what emotions a specific name may evoke.

Analyzing Your Results

Your results should show you the top names overall and in each category. Your analysis of the individual names will include sentiment, as well as critical data about the likelihood of a consumer purchasing your product.

Managing a ton of responses, especially from unstructured text, like open-ended questions, can be daunting. However, tools like aytm’s Stats page make it super easy to display open-ended text via word cloud, allowing you to see which names stood out.

Testing product names allows you to remove the speculation from your decision-making process and launch your new product with confidence backed by solid data. 

If you need help designing a product naming test, check out the “Naming a Product/Company” template in your aytm dashboard.

Still confused about what to name your product?

Test your concept(s) with real consumers for near-instant insights.

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The 4 Types of Research You Should Run Right Now

Aytm’s insighter community currently hosts monthly roundtable events with client-side insights leaders from a variety of industries to have an open dialogue about what questions are surfacing, talk about what is working in research, and what isn’t and share ideas.

In this post, we’ll highlight some of the key takeaways from our recent roundtable discussion. 

Turning Uncertainty into Confidence with In the Moment Research

The Consumer Insights industry is also facing a time of considerable change and uncertainty. 

You may be questioning whether you should hit pause on your research plans. 

In the short-term, we need to pivot from long-term strategic research and move toward in-context, in the moment research. 

This strategic shift is vital for insights professionals to maintain a pulse on what consumers are currently feeling, recognize new behaviors, and track trends in the new normal.

Here are the two most common questions everyone is asking these days:

  1. What do we do right now?
  2. How do we plan ahead?

The two are intertwined. The decisions you make today not only on the questions you choose to ask and the types of research you run but also the technology and suppliers you add to your toolkit are going to have a significant impact on how prepared you are in the future. 

When considering research right now, a great piece of advice a client of ours recently shared is to ask yourself this question:

Unsure if you should pause research? Ask yourself, “If I run this test right now with consumers and the data doesn’t look the way I expected, would I blame it on COVID-19?”
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If this answer is yes, then now is not the time for that type of research. 

If you’re going to blame the current situation for not seeing the data you expected because you think it has an impact, consider holding off until things stabilize.

With that stated, let’s discuss four types of research we ARE consistently seeing that your team should be considering (if not doing already).

#1 Understanding How Your Consumers’ Habits Are Changing

People are currently at home much more often, so the activities they do daily are shifting. These shifts can have both a positive and negative impact on industries right now. It’s important to conduct research that monitors these changes to determine the impact on your business. 

As insights and market research professionals, you’re rockstars when it comes to helping CPG, shelf-stable products, streaming content providers, tech companies, and others survive today and thrive in the future, but retail and hospitality categories that are currently suffering should also be focused on learning how best to emerge as the world slowly re-engages.

#2 Concept & Product Innovation Studies

This will certainly be circumstantial. There are some industries seeing total stalls in innovation right now simply because of what’s happening in the world. 

But we are seeing many concept and product studies continue in industries from health to retail.

We’re also doing more quasi qualitative/quantitative research (beyond open ends with respondent video, images, and even diaries) in initiatives to replace in-person focus groups.

You can ask consumer questions on preference, PII (Personal Identifiable Information), uniqueness, and other KPIs and still confidently get the answers you seek. 

During these studies, you may also be able to identify a new group of people who use your products now, but have not in the past, and create and test with a new consumer cluster that may drive innovation in the future.

#3 Brand Loyalty Studies

In many cases, consumers are being forced to buy whatever’s left on the shelf. Even if they want to be brand loyal right now, they may not have the choice. Now is a critical time for researchers to dive into brand loyalty shifts. 

Questions to consider include:

  • If someone purchased a brand they wouldn’t have normally bought, were they delighted by it?
  • Were they surprised or disappointed? 
  • Was their purchase or lack thereof because of price and a need to stretch money further?
  • Are they willing to switch to using your product more often or less often in the future?

If you do the work to ask these questions now, it will help with supply chain management and positioning moving forward.

#4 Competitive Intelligence Studies

Finally, what are your competitors doing?

Now more than ever you should be looking at where your strengths and your weaknesses are and monitoring the threats.

As things come back to whatever the new normal is, you can begin to predict whether or not they return to normal for your brand and your products.

Aytm’s research team is tracking consumer sentiment week-over-week and the data backs up the case for leveraging the types of studies mentioned. 

The Role of Digital Transformation

Another important consideration for insights leaders is whether you have the right tools and processes in place to help you manage the mass volume of research requests that will undoubtedly come your way when the world opens back up? After all, consumers will be readjusting to a whole new world. 

If you felt you were being pushed to constantly deliver insights with less budget, fewer resources, and in a shorter period of time before, imagine what’s to come. 

That’s where the power of technology comes in. Digital transformation can be incredibly impactful for insights teams and their overall business.  

As you move toward a future of increasing questions from stakeholders about the next steps, it’s critical to be prepared. 

Finding a technology provider that can become a partner to your organization can set you up for success. 

Whether you bring on contractors, outsource to a full-service agency or incorporate DIY, find a flexible solution that meets you where you are today, and can take the journey with you as you continue to grow and improve.

Closing Thoughts

As you think towards the future, where do you want your brand to be when this ends? 

You have an opportunity right now and in the immediate future to help consumers in ways that make sense for your brand.

Remember who you are as a company, be authentic and lean on in the moment research to make smart decisions and cut through the clutter. 

Lastly, be sure to set yourself up with processes and tools that will empower you to move quickly and cost-efficiently into the future.

Want to be a part of the discussion?
Join the insighter community.

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