Business or Product Name Survey Form
There are a variety of techniques you can use to get feedback in regards to the finalists in your business naming process. This works for product and service names as well.
Written techniques are different from oral techniques so it depends on how you want to approach the process.
Once you have narrowed down to a few potential names, consider asking people the following questions.
- If you have a potentially-tricky name to spell, especially if it’s part of your domain name, you should be certain that you know how they’d spell the name. Think about the situation when you are trying to verbally direct someone to your website. As part of your survey of potential names, ask the person, “How would you spell the word (or phrase), [‘blah’]?” If you were thinking of calling your business “Bare Essentials,” would a customer spell it “Bear Essentials?” If the potentially-tricky part might be the use of the word “dot” or “dash” or something that can be a single character, you might even ask them to write it down so you can see what they would do. For example, would “Polka Dot Us” be spelled “Polka.us?” If you told a customer to go to your website for “ADashOfExcellence.com” would they type it as “A-OfExcellence.com?” If you website was “walk-run.com” and someone heard it verbally, you might learn that some would spell it as “WalkDashRun.com” which might take them to a competing website, not your own. You might be surprised what customers will do if you don’t take the time to survey ahead of time:
- AUTHOR’S NOTE: My business, Advanced Development Concepts, has a website of “ADevCon.com” which makes sense when it’s written down; but if you spell the domain name out loud, especially when spelling out an email over the phone, it can easily cause errors in typing because that “v” sounds like a “b” and “con” sounds like “com” and when I spell it out, sometimes they think I’m repeating the end of it and they type “ADev.com.” Trust me, it happened a lot. We decided to buy the domain name ADCBiz.com and point it to the same website because everything else that might make sense seemed to be taken already. Now it’s much easier to verbally spell out the website and there are fewer mistakes.
- What comes to mind when you hear the business/product name, [“blah”]? What type of business/product category would you assume it belongs to? (e.g., a florist, an Italian restaurant, a type of lawnmower, an automotive repair business)–don’t give any examples that might actually be considered though, else you will bias the answers.
- What positive attributes would this business/product name present to you?
- What negative attributes or concerns might this name bring to mind?
- Which name do you like best and why?
- Which name do you like least and why?
- If you have other ideas for questions, list them in the comments section below! (really, this is for YOU, the reader of this web page!–list your additional ideas below!)
Get permission to record the session so you don’t waste time trying to take notes while they are talking.
Here is a sample survey form that you can use for your business name, product name, or service name. We’ve included two different versions of this survey form:
- Survey Form for Business Name, Product Name, or Service Name – Microsoft Word version (.docx)
- Survey Form for Business Name, Product Name, or Service Name – Adobe Acrobat version (.pdf)
Here is a web link that shows how a series of clever survey questions can be used to test the memorability, spell-ability, and emotional response of potential domain names. This can be adapted for business names, product names, or service names.
If you have questions that are not answered here, please Contact Us.