The author's team is innovating in market research, not fixing something broken. Their new tool has no name yet, making it hard to describe to others.
Existing language in market research is limiting our ability to understand and innovate. The team has coined the term "discussionnaire" to describe their new research tool.
When creating something new, existing labels may not fit and new words must be invented. This linguistic work is just as essential as the technical work in innovation.
... continue reading below
You've Built It, Now Try Explaining It: Naming What Hasn't Before Existed
Don't worry ... it's FREE!
Trademarking is more than legal protection. It strengthens your brand, builds credibility, and supports growth. Learn why entrepreneurs should prioritize trademark protection early. Read more.
Growth in professional services firms comes from earning brand preference. Learn how strategy, commercialization, and culture must align to demonstrate expertise, deliver results, and build lasting client trust. Read more.
Understanding the difference between your brand and your branding is essential for shaping audience perception, building trust, and creating consistent customer experiences. Learn how to align both effectively. Read more.
Don't ignore brand-building's role in driving future sales by over-investing in lower-funnel tactics. Performance branding uses data, AI, and analytics to strengthen upper-funnel campaigns. Read more.
B2B buyers trust peers more than polished marketing. Learn how to rebuild credibility and stand out in an AI-saturated landscape. Read more.
A study shows how emotionally resonant B2B ads can build brand strength and drive brand value and business performance. Read more.