Brand Naming Research Publisher The brief Our client, a leading publisher, was considering changing their brand name. Since previous qualitative research had shown that customers have emotional associations with the publisher’s branding, our client was looking for further robust quantitative research to support a business case on whether their branding should be changed, as well as information on factors driving their customers’ purchasing decisions. Our approach and methodology Shift Learning conducted an eSurvey with advanced statistical methods to help the client examine the popularity of different brand names and the factors affecting their customers’ purchasing decisions. The eSurvey also included questions on topics such as customers’ areas of interest, their likelihood of purchasing

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