Understanding Perceptions of Naming Conventions

Challenge

Helping a insurance company identify a naming convention that best aligns with the intended perceptions of their brand, to drive consideration among SMB business administrators.

When two companies created a partnership, insurance seekers found themselves perplexed and uncertain about the services they were receiving from each partner due to confusion stemming from the naming convention being used. Our client approached us to assist them in identifying naming conventions that accurately represented the roles of each company, aiding SMB administrators in comprehending the services provided by each entity.

Approach

We conducted a 10-minute survey across various naming conventions, targeting SMB business administrators in eight priority states (Arizona, California, Connecticut, Georgia, Kansas, Missouri, Pennsylvania, and Tennessee). Through this lens, we gained a detailed understanding of which naming conventions people were able to properly identify the roles of each company on top of why they liked/disliked each naming convention.

Within this 6 week study, we provided a quick-turn topline, outlining key elements of each naming convention and the reasons for our top recommendations.

Impact

Our client finalized three priority naming conventions that resonated most effectively with their audience, enabling clear identification of each entity’s role within the partnership. With this newfound clarity, our client confidently proceeded to implement a naming convention, promptly resolving uncertainties within their operations.