Additional resources

Using Projective Techniques In Qualitative Research - 2 Hour Training CD-ROMs

A 2 Hour Training CD-ROM (Video) For Use In Focus Groups And In-Depth Interviews

For decades, the marketing community has been aware that there are emotional and psychodynamic factors that drive brand selection and loyalty. Even in today's price-sensitive economy, the imagery attached to brands goes far beyond product attributes, functional benefits and price to sell products.   All products and brands develop personas in consumers' minds. All products/brands project varying user images, which differ by audience. Members of one audience may buy a product because it makes them feel affluent. Members of another, which values thrift, buy a brand because it makes them feel like smart shoppers.

Taking this another step, consumers buy products with imagery that is either consistent with their positive view of themselves (“I’m sophisticated and therefore buy this type of wine to complete my image”) or which conveys a plausible aspirational model - something they would like to be and believe they could conceivably achieve (“I can be a real ladies’ man if I drive a sports car.”).  The essential component of Brand Character goes far beyond advertising slogans and packaging.  Click the link above to learn more now!

The Art of Focus Group Back Room Effectiveness

The Name Works® - A Powerful Technique For Crafting The Perfect Name For Your Product, Service, Or Company

Product names need to be meaningful, memorable and ownable - your entire brand in just a word.

Executive Solutions has a 20-year track record of creating names that work.

The Name Works^® is a collaborative technique that draws upon the hidden reservoirs of imagination. It distills the product's core attributes and appeal into a memorable and meaningful brand name.

The Name Works^® is a conduit for a continuous stream of ideas. From those ideas have come some of the names you know that we were instrumental in developing:

Some other popular names you may be familiar with include "Promega" fish oil supplement, "Sun Source" vitamins, "Kudos" granola bars, "Zeltser Seltzer" soft drink, & "Whiskas" for Kal Kan.

We believe we are the only full service marketing research firm with such extensive experience in name development and evaluation. In general, our program has had great success in creating unique images through names that are at once memorable, crisp, targeted, easy to read/pronounce and to the point of the organization's distinctive position in its market.

Our client list includes American Express, Exxon, Nabisco, Planters-LifeSavers, Burger King, General Foods, M&M Mars, Kal Kan, Anne Klein, JCPenny, Tommy Hilfiger, Guess, AT&T, NYNEX, Ford Motor Company, Chevrolet, Eastman Kodak, Sandoz, Ciba-Geigy, Mead Johnson & Merck Agvet, Uniroyal Goodrich, Gore, Anheuser Busch, and dozens of others. Executives frequently turn to us after months or even years of frustrating development efforts. We've worked in almost every category.