Problem

■ Which name to choose for a new product or service. Data requirement

■ Is the name easy to pronounce?

■ Does the name suggest any associations or expectations?

■ Does the name carry any, and/or appropriate, imagery?

■ Is the name easily recognized?

■ Does the name work online

■ Is the name easily recalled? Data sources

■ Specialist research services (see Section 4.5.1).

■ Made-to-measure research surveys, usually small scale, using pronunciation, word association, name imagery, recognition and recall tests (see Notes for Guide 3, Section 16.9).

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