December 21, 2015

How a Major Technology Company Used Agile Research to Prioritize and Refine App Names for German and U.S. Markets

Major Technology Company case study header image with title text on right and light blue graphics on left

The consumer research team at a major technology company was looking to rename a high-profile app and had a handful of names that were being considered internally; but the team needed the voice of the user to help make a final decision.

The main goal was to find a more interesting name that could strengthen the brand image and clearly communicate the app’s functionality across two major markets: Germany and the U.S. Within that, the team hoped to identify a name that would fit with the brand’s identity, resonate with users in both countries, and drive more traffic overall. The research was split into quant and qual phases:

Quantitative Phases:

  • Evaluate and prioritize each name for the app based on appeal, uniqueness, fit with app, perception of app functionality, and interest in learning more.
  • Evaluate and prioritize each name for the app based on appeal, fit with app, fit with brand, fit with personality, favorite and least favorite name.

Qualitative Phase:

  • Understand the reactions and associations that each name elicits.
  • Gauge which names fit best with the app and uncover any opportunities to refine the names for stronger appeal.