Brand Explorations

Brand Explorations

Brand Mapping

The purposes of a brand map are to elicit a visual representation of consumers’ associations with a company and its brands, and to show where they would give the company “permission” to pursue new opportunities. Experienced facilitators take about 20 participants through a series of online discussions and collaborative whiteboard exercises to create mind maps that represent associations consumers make with a brand or company. Afterwards, Decision Analyst interprets the maps and provides insight into where the company or brand has permission to play.

Brand Name Generation

The Imaginators® sessions can be used to generate new brand/product name candidates. Imaginators take part in an online creativity session for approximately 5 business days. Decision Analyst builds on the suggestions put forward by the Imaginators and creates a list of several hundred name candidates. Approximately 30 to 50 of the best prospects are selected and submitted to a preliminary trademark search. Those with no or minimal risk are then compiled into a final list of names suitable for use.

Why Decision Analyst

Decision Analyst has been involved in new product and service concept development for more than four decades. The firm has helped develop electronic educational toys, electronic games, cell phones, customer loyalty programs, retail environments, and numerous new food, beverage, and household products. With its innovation processes, Decision Analyst can bring transformational change to your new product development efforts.

Innovation Services

Decision Analyst has over 45 years of qualitative research experience and is a leader in developing innovative qualitative techniques. Our experienced moderators can recommend the qualitative technique best suited to your research needs.

For more information on our Innovation Services, please contact Gretchen Riskind, Director of Innovation, by emailing her at, or by calling 1-800-ANALYSIS (262-5974) or 1-817-640-6166.