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Finding the Right Name for One of Middle East’s Renowned Museums

Renowned Museum in the Middle East

Business Problem

  • One of the leading travel and tourism companies in KSA partnered with Borderless Access to understand and assess the potential nomenclature for a world-class museum in the Middle East. The company needed a branding that would take them to new levels, resonate with the sentiments of the potential audience and create a strong consumer connect.

What and how we did it

  • We leveraged our niche audience panel, forming eight online discussion groups through our digital platform to gather qualitative insights
  • We implemented projective techniques, distilling responses in a deep manner, bringing out transparency and nuances in participant views
  • Our surveys aided us in understanding the fabric of how users truly perceive each name, deep-diving into sub contexts beyond conscious projections

Key Insights

  • Our insights validated the need to prioritize the importance of conveying the museum’s purpose in its name through phonetics that’s intuitive and holds sentimental value
  • A suitable name would be one that effectively communicates “what’s in store” for travelers, providing a clear payoff
  • We worked with the company to focus on ease of memorability, which is key to seamlessly associate the museum’s name with its purpose, enabling travelers to recall it effortlessly

Client Impact :

Our qualitative research solution capabilities helped the client zero in on a name that built the brand-consumer connect, driving engagement and growth of footfalls amidst a large audience base.

Market

UAE Flag

UAE

UK Flag

UK

KSA Logo

KSA

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