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Netflix to Qwikster Brand Name Research

Netflix to Qwikster Brand Name Research

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Published by technologizer
A consumer study about Netflix's decision to rebrand its disc-by-maiil service as Qwikster. Conducted by Strategic Name Development, Inc.
A consumer study about Netflix's decision to rebrand its disc-by-maiil service as Qwikster. Conducted by Strategic Name Development, Inc.

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Categories:Types, Research
Published by: technologizer on Sep 20, 2011
Copyright:Attribution Non-commercial

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05/25/2012

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09/20/11Page 1
© 2011 Strategic Name Development, Inc.
 
© 2011 Strategic Name Development, Inc.
Ne#lixtoQwiksterBrandNameResearch
September 20, 2011
 
09/20/11Page 2
© 2011 Strategic Name Development, Inc.
ResearchMethodology
 
Consumerswererecruitedatrandomfromana:onalonlinepanelMonday,September19,2011
 
Consumerswerebalancedbygenderandage
 
Atotalof500interviewswerecompletedat95%confidence,whichmeanstheresultsaresta:s:callyprojectable
 
Saidanotherway,ifthisresearchwereconducted100:mes,95outof100:mestheresultswouldbethesame
 
09/20/11Page 3
© 2011 Strategic Name Development, Inc.
DetailedFindings–
QwiksterProductorServiceExpecta5on
Thefollowinganalysisisbasedonthedataonthefollowingpage(page4)
 
57%ofrespondentsthinkitisanidealnamefor"aservicethatisfasterthananyotheralterna:ve."
 
Only19%ofthe500consumersthinkitisanidealnamefor"aproductthatismailedtoyou."
 
SincetheQwiksterbusinessmodelisbuiltonthemaildelivery,asystemwhichiscategorically
not
fasterthananyotheralterna:ve,theQwiksternameispatentlymisleading.
 
Herearesomerepresenta:veconsumerquotesregardingQwiksterasaninappropriatenamegivenitsbusinessmodelversusotheralterna:vesforviewingamovieathome
 –
 
“Qwiksterisanamethatdoesn’tconveyanythingabouttheproductorservice–especiallysincethemailsystemissoslow.”
 –
 
“WhatdoesQwiksterhavetodowithsnailmail?”
 –
 
“IwouldnotrelatethenametoaDVDmailservice”

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