Business challenge
Audiological Science, an audiology company, who were looking to review and refresh its brand identity, with a particular focus on its name. A brand name is often the first point of contact with patients, shaping perceptions of credibility, professionalism and warmth.
Our approach
The research programme explored and evaluated naming options to provide a strong evidence base for the rebrand. Specifically, the objectives were to:
- Understand the audiology market – Explore how people experience and talk about hearing loss, their pathways to seeking help, and the role of branding in those decisions.
- Assess brand landscape – Investigate perceptions of the current name alongside key competitors, identifying strengths, weaknesses and gaps.
- Identify naming criteria – Establish what makes a strong, trustworthy and appealing brand name in the hearing services sector.
- Test and validate shortlisted names – Evaluate names and generate any alternatives.
This research consisted of 3 stages:
- Qualitative Stage: 2 x 90-mins focus groups with those who use hearing care services, to explore people’s audiology journey and brand/ naming perceptions.
- Quantitative Stage: 15-mins online survey with 500 people who use hearing care services, to test shortlisted brand name options.
- Social Listening: Explored what people are saying about brands and products across social media, forums, blogs, news and review sites. These digital insights helped strengthen the evidence base for naming development.
Outcome
Findings from this research, allowed Audiological Science to choose a new name to go ahead with. It also identified opportunities for them to improve the patient experience, including the website, and how, what and when to communicate with patients throughout their hearing loss journey.
“Tom and Fran executed the research brief brilliantly, developing a robust research plan to effectively test our brand, and they were consistently helpful, thoughtful, and genuinely lovely to work with throughout.”