Conducting Naming and Logo Research for a Hospital Chain in “Hard-to-Reach” Markets

The Challenge

A Florida based marketing and advertising agency was hired by a Medical Group to help 1) Rename an existing hospital and 2) Select both a name and a logo for a new hospital.

The Solution

Gold Research worked with this company and its client as their market research partner.

• Developed sample specifications and questionnaires that strategically enabled survey takers to make choices without getting overwhelmed by potential combinations of names and logos.
• Leveraged MindReader™ , an online and mobile panel survey solution, to collect required surveys quickly while targeting different populations in narrowly defined market areas.
• Determined which name (and where applicable logo) options consumers prefer, and why.
• Provided insightful breakouts by age, gender, customer status and location.

The Results

The company and its client received recommendations for a logo and names that are not just attractive but also very well accepted by current and prospective customers.