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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 & 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 Flag

KSA

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