The methodologies we use incorporate techniques shaped by linguists and psychologists. Some of these employ excursions that put names into a richer and more visual/tactile context than the actual product category. Depending on the needs of the assignment, techniques can be implemented in one-on-one in-person interviews, conversation groups, or in a quantitative study (including web-based surveys). The form of the study will influence which of the following techniques are employed. Polarity Profiles Monadic profile of each candidate on a set of approximately 10 polar opposites, e.g. Friendly - Unfriendly, Fast - Slow, Advanced - Traditional, etc. The results are compared to an "idealized" profile for the brand name. Analogy Excursions Profiling candidates in an analogous but more "experiential" category, e.g. looking at food brand names as if they were restaurants. Attribute Profiles Comparative technique using forced choice questions such as "Which brand sounds the friendliest?" Typically we develop rankings based on 8-10 customized attributes. In a quantitative study, significant differences are identified. Appropriateness Ratings on an appropriateness scale for the product under discussion.