Choosing a product name is exciting, but it’s also risky. A name might sound great to your internal team, but how will it land with real consumers? Will it be memorable? Easy to understand? Misunderstood or potentially misleading? Product and concept name testing helps reduce that uncertainty by giving you data-driven insights before your product hits the market.

At its core, product name testing helps answer three key questions:

• Is the name clearly understood and not easily confused with something else?
• Does the name resonate with your target audience emotionally or functionally?
• Is it distinct and memorable enough to stand out in a crowded category?

By investing in naming evaluation early, companies can avoid common pitfalls like poor comprehension, low emotional connection, or negative associations – all of which can derail growth. Name testing can also help you uncover hidden strengths or weaknesses across several name candidates, making it easier to compare options side by side.

Name testing protects your brand reputation

Launching a product with an unclear or off-putting name can lead to confusing messaging, low engagement, and even brand perception issues. With diagnostics from platforms like Zappi, you can test how consumers perceive a name in context and avoid surprises post-launch.

Testing keeps strategy aligned with consumer expectations

Even the most creative names need to reflect what your audience wants and expects from your category. A skincare brand with a name that sounds like a tech gadget might miss the mark – or worse, alienate potential customers. Research reveals these gaps early, giving you clear direction.

Today’s tools make it faster and easier than ever

With DIY research tools like the Zappi platform, running concept name testing doesn’t require a big budget or a long timeline. You can quickly test multiple name options with real consumers and get clear metrics on how each one performs in areas like clarity, emotional appeal, and uniqueness.

Still, the tools are just one part of the puzzle. Understanding how to interpret results – and what to do with them – is just as important. That’s why many teams choose to pair tools like Zappi with flexible, expert support from insights professionals like SIVO’s On Demand Talent. These experts can step in to help guide the research, ensure you're asking the right questions, and build confidence in your naming decisions.

Zappi is one of the most widely used DIY research tools available today, especially for concept testing and product name evaluation. It allows teams to launch name tests quickly, gather data from real consumers, and get results in days – not weeks. But how exactly does Zappi evaluate names? And what can insights teams do with the results?

Zappi’s diagnostic approach to name testing

When running a Zappi naming test, you’re assessing name options using a set of standardized diagnostic metrics. Typically, that includes measurements on:

• Clarity: Do consumers understand the name’s meaning or what category it belongs to?
• Appeal: Do they find it attractive, likable, or emotionally engaging?
• Uniqueness: Does it stand apart from competitive offerings?
• Fit: Does the name feel appropriate for the product or brand it represents?

The Zappi platform makes it easy to compare multiple name options side-by-side, showing how they score across these attributes. You can also slice results by key audiences, which is particularly helpful if you’re targeting different user segments or testing across regions.

How to test product names with Zappi

Testing with Zappi is a streamlined process. You enter your name options, choose your audience criteria, and field your study. Within a few days, the platform delivers visuals, dashboards, and clear diagnostic metrics that help you identify which names perform best and why.

Let’s say you’re launching a new plant-based snack and considering three name options. After running a name clarity testing module in Zappi, you might find that Name A is well liked but vague, Name B is clear but sounds generic, and Name C strikes a strong balance between clarity and uniqueness. That kind of insight can be a game-changer when finalizing your brand strategy.

Getting the most from Zappi: the value of expertise

While Zappi’s tools make it easy to collect data, knowing how to interpret and act on the findings requires experience. That’s where SIVO’s On Demand Talent can make a big difference. Our seasoned insights professionals can help design the test, advise on best practices, and translate the data into clear, strategic next steps.

Whether you’re navigating tough decisions between close name contenders or unsure what makes a name “good” in your category, having expert guidance ensures your research stays focused and actionable.

In short, Zappi empowers you to validate ideas faster – but pairing it with the right people transforms that data into decisions. As more companies move toward agile, DIY-friendly research models, hybrid approaches that combine tools with experienced talent are proving to be the most effective. With the help of Zappi and On Demand Talent, naming evaluation becomes a smarter, more strategic process – not a guessing game.

A strong product name grabs attention, explains the value, and sticks in the mind. But what exactly makes a product or concept name 'good'? When you're just starting out with product name testing, it helps to break down the qualities that matter most to consumers. Using consumer insights tools like the Zappi platform can help you evaluate these qualities at scale before going to market.

Three Key Traits of an Effective Product Name

There are many opinions around what makes a brand name great, but most successful product names share three foundational traits:

• Clarity: A name should be easily understood and hint at what the product does or offers.
• Appeal: It should resonate with your target audience emotionally or functionally.
• Uniqueness: It must stand out from competitors to avoid confusion or legal issues.

How Zappi Insights Measures These Traits

The Zappi naming test uses survey-based diagnostic testing to dissect a name’s strengths and weaknesses. In just a few clicks, you can assess:

Name Clarity: Does your audience understand what the name implies? For example, a fictional brand name like “Purevita” might signal wellness or cleanliness. The Zappi platform evaluates if those associations are perceived accurately by consumers.

Name Appeal: How much do consumers like the name? Does it feel trustworthy, exciting, premium, or fun – depending on your brand goals? Through emotional response scoring, Zappi shows how appealing or off-putting your name might be.

Name Uniqueness: Does the name sound new or generic? Zappi’s benchmarked data can reveal whether your name is distinctive enough in its category.

With insights in hand, you can refine or reroute your naming choices before committing to branding or packaging design. These early-stage insights reduce costly rebranding or market confusion later.

Example (Fictional):

A startup testing the name “GlowSip” for a hydration beverage ran a Zappi naming test. Results showed strong appeal, but lower clarity – consumers were unsure if it was for skincare or drinks. Feedback helped the team clarify their messaging and tweak the final name to better reflect function, saving them from misalignment in the market.

DIY research tools like the Zappi platform are empowering more teams to explore product naming efficiently and affordably. But the reality is, getting great results still depends on asking the right questions, interpreting data clearly, and applying insights strategically. That’s where pairing Zappi insights with SIVO’s On Demand Talent can make all the difference.

Why Zappi + Experts is a Smart Combo

Consumer insights platforms like Zappi are designed to democratize research – allowing anyone to run studies quickly. But fast doesn’t always mean flawless. Without the experience to design effective studies or interpret nuanced results, teams can misread data or miss key opportunities. On Demand Talent fills that gap by bringing in experienced research professionals who know how to get the most out of the tools.

From framing a sharp naming hypothesis to analyzing subtle emotional responses, these experts act as an extension of your team – on your terms. They help ensure your product name testing stays focused, meaningful, and relevant.

How On Demand Talent Adds Value:

• Study Design Expertise: Make sure you measure the right elements of brand name testing (clarity, appeal, uniqueness, etc.) in ways that fit your goals.
• Bias-Checking: Experienced eyes help avoid leading questions or assumptions that skew results.
• Benchmarking Know-how: Experts can place your results in context, comparing data across markets, categories, or audiences.
• Actionable Guidance: Turn Zappi’s raw insights into clear strategic decisions with experienced support.

And because SIVO’s On Demand Talent works flexibly, you don’t have to add permanent headcount or deal with long hiring processes. Whether you're testing a few names for a new product launch or need ongoing support across your brand architecture, you get quick access to seasoned insights pros who can run with your team’s needs right away.

Unlike hiring general consultants or freelancers who may lack research rigor, On Demand Talent is curated from a network of vetted professionals who’ve worked across categories and company sizes – from startups to Fortune 500 brands.

Ready to dive into naming evaluation using the Zappi platform? Whether you're a brand manager, marketer, or part of a consumer insights team, starting with the right approach ensures your naming research delivers clear, direction-setting results. Here are a few practical tips to help guide your Zappi naming test setup and process.

Set a Clear Objective First

Before running your name clarity test or concept evaluation, define what you hope to learn. Are you comparing several name options for appeal? Exploring whether a specific name conveys the right meaning? Your questionnaire and sample structure will differ depending on your goal.

Choose the Right Name Metrics

For most product and brand name testing, focus on diagnosing:

• Clarity – Do people understand what the name suggests?
• Appeal – Does it resonate emotionally or functionally?
• Uniqueness – Is it perceived as different in the category?
• Associations – What words or ideas come to mind?

Zappi’s platform provides templated surveys for these use cases, making it easy to get a robust read quickly.

Use the Right Sample

The best results come from testing with the audience that matters most – your potential buyers. Make sure you’re targeting the correct demographic, customer type, or occasion user, especially for niche or emerging products.

Keep it Simple (but Thorough)

Your naming research doesn't need to be complex to be effective. Start with 2–3 strong name options, test them side by side, and avoid overcomplicating with too many variables. Simpler tests tend to yield clearer decisions.

Bring in Expert Support When Needed

If you’re newer to consumer insights tools or juggling other demands, a trusted insights expert from SIVO’s On Demand Talent network can guide the entire process. From structuring your naming hypotheses to turning Zappi insights into brand direction, they help you maximize your investment in DIY research tools like Zappi.

Combining speed and automation with human expertise ensures your naming research is both efficient and insightful – giving you confidence in the name you choose before it hits store shelves.