'What is in a name!' - Name-test Using 'Contextual Probing' - GfK & Tata Sky
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Transcript of 'What is in a name!' - Name-test Using 'Contextual Probing' - GfK & Tata Sky
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Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by
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#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners
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NAME-TEST USING
‘CONTEXTUAL PROBING’
~ An Innovative approach to Evaluate Product/
Brand Name ~
‘What is
in a name!’
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A quick Introduction…
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Service Innovation Value
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Actve Services – Sets us apart from the rest
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Actves
The name makes all the difference…
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We conducted a Concept Evaluation
for one such service for men on
learning ‘grooming and etiquettes’
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Client was ready with that offering and now was the time
to evaluate the Name for it !
“Hey! We are ready with the
offering on grooming service
for young men of smaller
towns who would like to
prepare themselves for the
corporate world!...”
“Oh yes! We evaluated the
offering some time back!..So
you are ready now..Great!”
“Yes... And now, before
launch, we would like to test
a name to understand whether
it fits well with the offering”
“Yes Sure….
Why not!”
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It seemed a fairly simple and usual study!
“A name test!
How boring!!” “But hey! Can
we do it
differently? ...” “But HOW? And
Why differently?
…….. hmm”
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Well…actually…is it? Let us see!....
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After all, Brand name is one of the key
elements of the Brand Identity
…and can speak volumes about the brand offering, especially if it is
meant to be a ‘Descriptive’ type of brand name
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Let us have a look at various types of brand names
Initialism
Descriptive names
Alliteration and rhyme
Evocative names
Neologisms
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A ‘descriptive’ brand name is typically relevant
…….When the target audience is niche
……When the resources and avenues to
advertise are limited
Hence, the need for the brand name to be indicative of its offering
is very strong as was the case with our client
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Not only did we understand our client’s needs well but also
knew that they would appreciate something innovative and
different! As long as the approach is robust enough
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“Hi! So have you thought of
how you want to handle it?
Why not do something
different! Do remember the
brand names mean a lot for
our ACTVE services”
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“Hmm …. Interesting! In
fact ‘conventional’ could be
avoided as it would yield
some typical responses
which are not very
conclusive or indicative …
more so in case of a
descriptive brand name ”
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“Yes …it matches the
product very well… one
can immediately make
out it is the name of an
ice cream… or a soap…” “I don’t think this
matches well… how is
this name related to
this category?... It
doesn’t tell me what to
expect from the
product”
“It is catchy and good
… and I wouldn’t mind
using a product with
this name … even if it
has no link with the
category”
Either the consumer tends to force fit the name with the offering
or is unable to provide ‘useable’ reasons for dislike
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Hence, to make it more EXCITING, FUN & importantly USEFUL , we designed a
CONTEXTUAL PROBING APPROACH
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Detailing ‘Contextual Probing Process’
Simply introduce the Brand Name without any ‘context’ and ask the respondents to ‘weave’ a name story
Introduce Category context to the ‘story’
Introduce ‘Marketer’/ ‘Service provider’ Context
Finally, introduce the context of ‘Concept of Offering’
STAGE 1
STAGE 2
STAGE 3
STAGE 4
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Detailing ‘Contextual Probing Process’
Simply introduce the Brand Name without any ‘context’ and ask the respondents to ‘weave’ a name story
Introduce Category context to the ‘story’
Introduce ‘Marketer’/ ‘Service provider’ Context
Finally, introduce the context of ‘Concept of Offering’
STAGE 1
STAGE 2
STAGE 3
STAGE 4
At every level we modify/alter the ‘STORY’ keeping in mind the
CONTEXT and that is how the story EVOLVES becoming
sharper, focused and more relevant
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…And this is how it WORKS!
It involves ‘WEAVING A NAME-STORY’ in the form of a
COLLAGE ……………
WITH THE HELP OF pictures, images, colours, scenes,
celebrities, features, benefits, moods, adjectives ………
USING lifestyle magazines and chart papers such that
these reflect a story around the ‘test name’ …………..
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Some Instructions given to the respondents
To be as vivid in their expressions as possible
To use as many analogies as possible
To put forth their thoughts in picture more than simply words
To bring the collage to life in the given context
While moving from one ‘context’ to another in the collage, to retain relevant aspects, to remove the irrelevant ones and to
add the new ones relevant to the new ‘context’
At each level, the teams could either work on the same collage or could work on a separate chart altogether – in either case, the ultimate idea is to
enhance and take forward the ‘name story’ relevant to the new context’
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All In All…
A very robust and activity-oriented approach
which allows the respondent to think beyond
the obvious while painting a wider picture
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Now, the details of the study
that we undertook for
and the output that emerged
basis
‘Contextual probing’ approach
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Some details of the Study…
STUDY OBJECTIVES TARGET PROFILE
Men, residing in small towns (< 1 million)
about to enter their professional careers
To evaluate the test-name ‘Actve Smart
Manager’ for the given service
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FIRST, RESPONSES ELICITED AT A
SPONTANEOUS AND VERBAL LEVEL
Simply introduce the Brand Name without any ‘context’ and ask the respondents to ‘weave’ a name story
STAGE 1
NEXT, A COLLAGE IS CREATED
RESPONDENTS WORK IN TEAMS
THEN THEIR ‘CREATION’ EXPLAINED FINALLY, A PRODUCT CATEGORY THAT IT
BEST FITS IN IS ‘GUESSED’
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A professional with heightened skills
and aptitude
A true leader, achiever, ambitious,
a go-getter, a multi-tasker,
progressive
Introduction to test-name :
‘SMART MANAGER’ STAGE 1
THUS, a PERSON with
• Leadership skills,
• Attractive personality,
• Good etiquettes and
• Appropriate sense of
grooming
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Introduction to test-name :
‘SMART MANAGER’ STAGE 1
NEXT, A COLLAGE IS CREATED.
RESPONDENTS WORK IN TEAMS
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Introduction to test-name :
‘SMART MANAGER’ STAGE 1
THEN THEIR ‘CREATION’ EXPLAINED
A person with
Leadership skills
A true leader Creative
‘Suited booted’
to perfection
Good Etiquettes
Successful
Innovative
Well groomed
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Introduction to test-name :
‘SMART MANAGER’ STAGE 1
FINALLY, A PRODUCT CATEGORY THAT IT
BEST FITS IN IS ‘GUESSED’
A practical course
A training
A service
An application, Technology to make life
smarter and easier
Successful
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We then introduce a context of a ‘product category’ to
the whole ‘name-story’ the teams are asked to enhance
and take forward the ‘collage’ by shedding the irrelevant/
adding the relevant aspects
How will this collage
change if I say this
name is for ‘xyz’
product?
Introduce Category context to the ‘story’ STAGE 2
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• To perform better at one’s workplace
• In ‘office’ scenario
• Personality and Leadership skills
• A TV service to enhance :
Introduce Category context (TV service) to the ‘story’
STAGE 2
SMART MANAGER
A person with
Leadership skills
A true leader
Creative
Well groomed
Successful
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More relevant in their scenario since they had stronger need
vis-à-vis ‘Professional Life’ and ‘Performance at Work’
Introduce Category context (TV service) to the ‘story’
STAGE 2
HEIGHTENED NEED TO DEVELOP
Personality Leadership
Skills
Grooming Etiquettes
Seen as comparatively a little lower down in the need ladder
Whereas…
ACTIVE
NEEDS
LATENT
NEEDS
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Introduce Category context (TV service) to the ‘story’ : some illustrations of charts
STAGE 2
A person with
Leadership skills
Creative
Successful
Well groomed
A true leader
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We then introduce the next context to the ‘story’ which
is name of marketer OR service provider
…and the process of collage activity is repeated
“What if I say
this is from ‘___’
brand?”
Introduce ‘Marketer’/ ‘Service provider’ Context
STAGE 3
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A high level of trust and assurance was
exhibited amongst most subscribers
Introduce ‘Marketer’/ ‘Service provider’ Context
STAGE 3
“What if I say
this is from ‘Tata
Sky brand?”
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Concept of Offering (if applicable)
If applicable, we introduce the final context
(a concept on the offering)
with details of the offer and/ or
the benefits of the same
And the respondents are made to repeat the same
process once again
Concept
note
STAGE 4
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Concept of Offering that was shown to the respondents
STAGE 4
The concept highlighted scenarios within corporate world which
focused on
Tips on Grooming
Etiquette learning
Overall Personality development
Broad conduct in the corporate world!
All above leading to a ‘Successful’ and ‘Smart Manager’
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A person with
Leadership skills
Smart looking
Well groomed
The Offering and the name-story STAGE 4
‘Suited booted’
to perfection
Good etiquettes
Well behaved
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It did indicate a service to become a Smart Manager BUT with
Larger focus on ‘Grooming’ and ‘Etiquettes’ and
Lesser focus on Personality Development and Leadership Skills
Larger focus being on ‘SMART’ness of appearance and NOT as much on
‘SMART’ness of personality
The Offering and the name-story STAGE 4
The same was highlighted while suggesting others names for the service :
ACTVE ETIQUETTES ; ACTVE GROOMING
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So how did contextual probing help us in this
study and what next!!
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So how could this gap be bridged?
“VIA COMMUNICATION!”
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“Product mix and the
proposition needed to
highlight more of ‘office
scenarios’ … which was
clearly a communication
task!”
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But why not relook at the name itself!
Name per se had no issues be it
decoding, semantic or phonetic
In fact it had a wide cross cultural connect!
Also, the name ‘ACTVE SMART
MANAGER’ connoted a service that
addressed ‘active’ as well as some ‘latent’
needs so no point tampering with that!
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How did this approach help us!
We have decided to review the
communication and increase the portrayal of
scenarios (within office) to befit the skills of a
manager
It would also ensure that we are able to
attract more subscription base (and fee) for
the service
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Going by the recommendation, the client is
making some critical changes in the way
the offering is being portrayed
Importantly, had it not been for the
‘contextual probing’ we would not have
been able to make the valuable
recommendation of ‘reviewing the scope of
the offering in communication’
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Let us have a closer look to
understand it better!
With Contextual Probing,
it was possible for us to get layers in
consumers reaction which could then be
carried forward and utilised by client
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In the ‘contextual probing’ the respondent is made to think beyond the immediate…
the obvious… and the typical... i.e. he is empowered not just to react, but to
‘GENERATE’
The ‘generation’ of thoughts and ideas helps the researcher and the marketer to
see the ‘name connotations’ from a wider lens and the addition of contexts in
various stages help us to get a realistic perspective as well
The key innovation of the contextual probing is the framework which helps to adopt a
funnel down approach AND the key Philosophy being held on two below pillars
1. Begin with broad and keep narrowing down as we move from one ‘context’
to another at every stage
2. At every stage, retaining/ adding the relevant and rejecting the irrelevant
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Phew ! That was
Quite a bit, right?
Now some reasons for
not using a
Conventional approach!
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1 Limits ‘thinking capacity’ of respondents since all is
already laid down
2 ‘Biases’ the thoughts and images in the direction of the
category!
3 No reliable suggestions on improvisation
generated
Cons of a ‘Conventional’ approach
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Some other applications of the
Contextual Probing Approach
It being ‘generative’ in nature, could be used to flesh out ideas for communication or for product E.g. we used it to develop product cues for an
automobile with a theme of ‘Fun’
It could also be used in case there are multiple names to be tested
Importantly, it works very well across SECs, genders, age group as well as town classes !
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Any Questions?
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#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners
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Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by