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How can you use trend research to improve product naming?

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Naming your product is one of the most important decisions you can make as a marketer. It can influence how your target audience perceives, remembers, and relates to your offer. But how can you find a name that stands out, resonates, and reflects the current trends in your market? Trend research can help you answer this question by providing insights into the preferences, behaviors, and expectations of your potential customers. In this article, you will learn how to use trend research to improve your product naming process and create names that match your brand identity and value proposition.

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Monika Agrawal

Head, Consumer Insights at Orient Electric, CK Birla Group | Top Market Research Voice on LinkedIn | IIM Lucknow
Prashant Nair

Head - Marketing, Brand Management, Business Process & New Initiatives : LCV BU at Ashok Leyland

1 What is trend research?

Trend research is the systematic analysis of the changes and patterns in the external environment that affect your industry, niche, and audience. It involves collecting, organizing, and interpreting data from various sources, such as social media, blogs, podcasts, magazines, reports, surveys, and interviews. Trend research can help you identify the emerging needs, wants, and pain points of your customers, as well as the opportunities, threats, and gaps in your market. By understanding the trends that shape your context, you can align your product name with the relevant and timely messages that appeal to your audience.

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Monika Agrawal

Head, Consumer Insights at Orient Electric, CK Birla Group | Top Market Research Voice on LinkedIn | IIM Lucknow
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The best way to understand trend now a days is Social listening. what people are doing these days, what are they using, what are they saying about it and thus it is the best way to understand what can influence them the most e.g. naming products as doodhskhati or nutrichoice or Parle G (G mane Genius) make them sound nutritious, however, the main ingredients in them are unhealthy. Also, organic is a buzz word these days and you will see so many companies coming up on the same theme e.g. Organic Harvest (Personal care products brand), Mamaearth

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2 How to conduct trend research?

Trend research is an ongoing process that requires regular monitoring and updating. To get started, you need to define your scope and objectives, such as the key attributes and benefits of your product. Then, collect data from multiple sources, like Google Trends, BuzzSumo, AnswerThePublic, SEMrush, social media platforms, online communities, forums, reviews, influencers, industry reports, newsletters, podcasts, magazines, or books. After that, organize and analyze the data by categorizing it into different themes. Finally, validate and refine your findings by comparing them with other sources of data. This will help you determine the implications and recommendations for your product strategy.

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3 How to use trend research for product naming?

Trend research can be a great tool for generating, evaluating, and testing product names that are relevant, memorable, and distinctive. To start, use brainstorming techniques such as mind mapping, word association, or wordplay to generate product name ideas based on the themes, keywords, and messages that emerge from your trend research. You can also use online tools like NameMesh, Namelix, or Squadhelp to generate or suggest product name ideas. Afterward, evaluate your product name ideas based on the criteria and objectives you defined from your trend research. Utilize a scoring system, checklist, or matrix to rank your product name ideas according to factors such as relevance, clarity, uniqueness, appeal, or availability. Additionally, you can use online tools like Namechk, Trademarkia, or Knowem to check the availability of your product name ideas across domains, social media platforms, and trademarks. Lastly, test your product name ideas with your target audience and stakeholders by using surveys, polls, interviews or focus groups to get feedback from potential customers and partners. Online tools like PickFu, UsabilityHub or SurveyMonkey can also be used to conduct online tests and surveys on your product name ideas. Use the feedback you receive to refine, eliminate or select your product name ideas.

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4 What are the benefits of trend research for product naming?

Trend research can help you create product names that are tailored to the needs, wants, and pain points of your customers, while also conveying the value proposition, benefits, and emotions of your product. This can help you build trust and loyalty among your audience. Additionally, trend research can help you create product names that stand out from the competition by capturing the attention and interest of your audience. Moreover, trend research enables you to create product names that align with your brand vision, mission, and values. This can help you reinforce your brand image and reputation.

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Prashant Nair

Head - Marketing, Brand Management, Business Process & New Initiatives : LCV BU at Ashok Leyland
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Trend Research helps identify patterns from data. Analysis of these data patterns helps predict consumer behaviour, response, business performance, product performance and more. It helps provide products or solutions that are relevant to the audience. The consumer landscape is fast changing, hence identifying these trends is critical to stay relevant. It gives you the cues that will help break the clutter in the market, capture attention and hence give you hints to choosing a trending or relevant resonating name for your product or solution. This helps recall and association, helping build the brand.

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5 What are the challenges of trend research for product naming?

Trend research can also pose some challenges for product naming. It is not a foolproof method, as it depends on the quality, reliability, and validity of the data sources and analysis methods. It can also be influenced by biases, assumptions, or interpretations of the researcher or the audience and can be short-lived or outdated due to external factors, such as social, economic, or political events. Additionally, trend research can be limiting or restrictive and can make your product name too trendy, generic, or predictable. Therefore, it is important to validate and cross-check your trend research findings with other sources of data and feedback, monitor and update your trend research regularly, and balance your trend research with your own intuition, innovation, and originality.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use trend research to improve product naming?

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1 What is trend research?

2 How to conduct trend research?

3 How to use trend research for product naming?

4 What are the benefits of trend research for product naming?

5 What are the challenges of trend research for product naming?

6 Here’s what else to consider

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