This consulting firm was considering a name change to better reflect its business offerings globally and needed to understand how its market reacted to possible business names and what associations the market had with the possible names.
We conducted a quantitative survey using a mix of online and telephone data collection in North America, Europe, South America and Asia.
The results provided clear direction about which of the candidate names best fit with the company’s services and reputation. The findings of this research contributed to the ultimate decision to rename the company.
- Client: Global HR Consulting Firm
- Date: 2011
- Categories: B2B