Tool Manufacturer Names New Nailing Gun Product

A tool manufacturer wanted to select a name for its new nailing gun product that would resonate with siding and fencing installers

The Challenge

Fast turnaround before product launch

A tool manufacturer wanted to select a name for its new nailing gun product that was being marketed to siding and fencing installers. There were six potential product names at play. The research needed to identify which name resonated the most with respondents, and what were the deeper associations with each name. The niche audience and tight deadline meant that it needed a B2B market research agency with a deep understanding of construction market research that could quickly conduct concept development and testing research with siding and fencing installers.

Our Approach

Testing product names with siding and fencing installers

Werk Insight, a B2B market research company, designed a concept test to understand the specific attributes that siding and fencing installers associated with each name.

We conducted a CATI survey with 100 siding and fencing installers based in the US. We asked the respondents about their preference for different names, while being careful in our survey design to not bias the result. To gain a deeper understanding of the respondents’ reactions, we also asked about their associations with the names and with the new tool itself. This fieldwork was completed in under two weeks to meet the client’s deadline for launching the new product.  

The Insight

Clear decision on the product name and go-to-market strategy

Based on the research, we provided a clear evidence-backed recommendation for which name would resonate the most with siding and fencing installers. Our findings were distilled into one slide that showed the preference for each of the names, and the product attributes associated with them. This contextual insight enabled easy evaluation of how each of the six product names resonated with the tool manufacturer’s target market.

We also recommended how to position the tool in the market and what product associations to highlight in the product marketing messaging. The research was completed in a short timeframe to meet the client’s deadline for launching its new product.