Issue:

One of the nation’s leading disability insurance provider wanted to test a potential major change to their online marketing strategy and receive feedback on two print advertisements.

Approach:

Blackstone Group developed a study that involved three components:

• Utilized Namecraft™, the Blackstone Group’s proprietary name generation methodology, to create a list of possible brand names;
• Used Chimeric to test the names during focus group sessions across the United States among:
  • Optometrists
  • Opticians
  • U.S. consumers
• Foreign-born consumers who had retained contact with the cultures and languages of their countries of origin
• Conducted quantitative testing among professionals and consumers in the United States, Europe and Asia to create a short list of names.