Insights · Boomerang Ideas
What we learn when we ask real people — and what the machine gets right.
Case studies, method notes and news from the institute.
Testing a brand name: simulate the long list, ask people about the shortlistTwo illustrative naming projects, a small startup and a brand agency, each ran a simulation first and then put their shortlist in front of real people in the same tool. Where the two agreed, where they didn't, and what each team decided.2025
2023
2021
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- Test a name for your new product
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- Meret Schneider
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- How to do market research in 2021 using social media
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