The client engaged Cicero to better understand how their customers would react to proposed product names for a new health insurance product. The particular customer set was historically difficult to reach and the final product name needed to be both attractive and accessible to a diverse population spanning multiple languages and ethnicities.
Cicero was brought in to develop a survey instrument that could be translated and dessiminated to this diverse population to gather their feedback and input. Cicero developed the survey text, managed the translation, fielded the survey to the target populations, and collected and analyzed the results, all within a three-week timeframe. To provide additional insight to the client, Cicero also conducted in-depth interviews with 24 target customers across the four languages. This added insight helped provide additional color and perspective with regards to the survey responses.
Ultimately the client utilized the survey data to select their new product name, a name which showed strong positive association in the minds of the target population.