Brief
A global development organization sought to evaluate proposed business names to determine which resonated most with target audiences. The goal was to identify the name that best aligned with local values, entrepreneurial identity, and market appeal across multiple African countries, helping ensure successful brand adoption.
Approach
Webhaptic Intelligence employed a qualitative methodology, using a mix of focus group discussions and in-depth interviews to gather diverse insights. The study targeted small and medium-scale entrepreneurs in Djibouti, Somalia, Niger, and Kenya. In each country, 1 FGD and 5 in-depth interviews were conducted, with discussions focused on cultural relevance, emotional impact, and perceived value of each proposed name.
Impact
The research surfaced clear preferences and name associations unique to each region. It also revealed linguistic nuances and emotional triggers influencing brand acceptance. These insights provided a strong foundation for name selection, ensuring alignment with local business values and audience expectations across all target countries.