Agencies and Brands Agencies and Brands Promise to ‘Pitch Positive’—Can They Fix What’s Broken? – Adweek
19 May 2022

Provoke Insights’ 2018 research for Markets Insider on advertisers vs. client-side marketers was featured in a recent article in Adweek

The research shows that pitching is an integral part of closing for most agency marketers. 81% of advertising professionals are involved in pitching. These professionals believe that pitching increases their stress by 28%. Meanwhile, half of all client-side marketers strongly value creativity, followed by a true understanding of the company’s goals (47%). 

Provoke Insights’ study further shows that pitching is common practice in advertising agencies. 11% of professionals pitch every week, while more than half pitch at least 10 times per year. 

As COVID has massively changed the way marketers, advertisers, and researchers work, with the introduction of remote/hybrid work, fresh, stress-less ways of pitching are more forefront in the industry. As new business tends to be driven by pitches, marketers should continue to meet and exceed clients’ expectations by demonstrating ROI and high levels of trust. Provoke Insights’ research on this global issue can be found in full on Markets Insider. Special thanks to Adweek and authors Rebecca Stewart and Stephen Lepitak.

The Pros & Cons of Brand Naming Research
17 May 2022

A brand name needs to stick in consumers’ minds; it should be unique, memorable, and fit with the product or service image. Name testing can be conducted qualitatively or quantitatively. When a company is at the beginning stage of name development, qualitative research can determine where they begin. This kind of research guides a firm on which areas to focus on regarding naming for a brand.

If the company has a few names already developed, a survey can help narrow down which name most resonates with the consumers. Typically this type of research includes open-ended feedback and a list of criteria to analyze each name. Following the assessments, the target audience often ranks the names by preference. Research can also help discover names that could be offensive or misunderstood. 

Here are some pros and cons to consider when naming a brand: 

The Pros of Brand Naming Research

Connect With Consumers

A brand name should spark emotion in consumers, which draws them toward the product. If the name connects well with the consumers, there is a higher chance that the brand will remain at the top of the target audience’s mind. Brand naming research will help a brand find that perfect name that consumers will love. A good brand name also unifies the brand across all advertising and promotional materials.

Ensure Success

Testing names through survey research helps brands discover which names are winners or losers. Consumers will love some names, but they might associate others with negative attributes that could hurt the brand’s success. Some brand names may be perceived as high quality and memorable, while others may be offended. Brand name research has saved companies from disastrous launches with names that may not resonate with the consumers. A great name may not be right for the product, as consumers may not relate the name to the product. Testing a name before launch decreases the risk of something going wrong.

Eliminating Uh Ohs

While a name may sound good to internal stakeholders, the consumer may have a different perspective. Name testing can ensure that the name is appropriate for the brand. For example, it doesn’t sound too babyish or sexist. Unknowingly, a name may incite another imagery. For example, once when conducting research many years ago, a technology firm wanted to use the name “vistro.” However, many consumers thought it reminded them of food because of the word “bistro.”

The Cons of Brand Naming Research

Takes Time

As with any research, surveying brand names is a process that takes time. It cannot be done overnight. There are many steps, such as developing the questionnaire, administering the survey, analyzing the data, and writing a report. For companies in a time crunch, this is a consideration that must be taken into account.

Added Cost

Another consideration is that research is not free; it costs money for a market research vendor to correctly conduct these exercises. It can be costly to pay for the experience, resources, and time needed to conduct quality, effective research customized to your company. 


Research for brand naming is extremely valuable when launching a new brand. It helps companies find a brand name that will resonate with consumers and lead to the brand’s success. While time and cost must also be considered, the benefits of brand naming research are undoubted.

Interested in reading more in our Pros and Cons series? Check out our other blogs here. 
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Shopping Sustainable Products in 2022
12 May 2022

Evidence of climate change, government regulations, and consumer pressure have brought more sustainable products to the market. Fifty-seven percent of Americans now consider themselves environmentally conscious. However, what is the demand for green products? Are people who consider eco-friendly willing to pay more for sustainable products? In Provoke Insights’ fourth wave of in-house research, we set out to track consumer mindsets, purchasing trends, and how sustainability plays a role.

Who is Buying Sustainably?

Today 43% of Americans are willing to pay more for sustainable products. Interestingly, almost two-fifths (39%) of those who are environmentally conscious are not willing to open up their pockets for green products. Those willing to pay the extra cost are more likely to be vaccinated, optimistic about the future, Democrats, Millennials, and have children.

Inside the Mind of the Sustainable Shopper

While these shoppers tend to be more optimistic about the future, they still worry about COVID. They are more concerned about the economy and the health of themselves and their children are a priority. Additionally, these shoppers prefer to purchase from small businesses. Price is not a major factor in their purchasing decisions.

They Go Online to Find Sustainable Products

Although sustainable shoppers prefer to make purchases online, they rate the in-store experience favorably. They are more satisfied with the cleanliness of stores and customer service than non-sustainable shoppers. However, they tend to find item availability to be lacking since sustainable products are more niche. They are purchasing apparel, beauty supplies, and skincare products. Furthermore, sustainable shoppers are more loyal to their brands than those who are not willing to pay extra for green products. Almost three-fourths (74%) stick to brands they are familiar with.


Download the full report for free here.



Provoke Insights conducted a 15-minute survey in the spring of 2022 among 1,500 Americans between the ages of 21 and 65. A random stratified sample methodology was used to ensure a high degree of representation of the U.S. population (household income, age, gender, geography, ethnicity, and children in the household). Statistical differences between subgroups were tested at a 95% confidence level. The margin of error is +/-2.5%.

New Study Uncovers Fractured Dynamic Between Legal Departments and Their Enterprises Undermines More Than Business Growth and Efficiency — It Undercuts Legal’s Charter
09 May 2022

Provoke Insights’ research on enterprise legal department dynamics was released in a report from Onit, a legal management software brand.

This press release announces the publication of Onit’s Enterprise Legal Reputation (ELR) Report, based on a study performed by Provoke Insights in early 2022. The study explored the image enterprise employees have of their legal departments and the material effects their relationship has on their businesses.

The standout findings include:

  • 79% of enterprise employees do not see Legal as a modern operation.
  • 78% view the legal department as protectors of the business
  • 65% admit to bypassing Legal’s policies.

Read the full press release and download the report.

CBD Brands Must Focus On Health Solutions – Happi
02 May 2022

Provoke Insights’ newest research on the CBD market is featured in a recent article in Happi Magazine.

This latest wave of Provoke Insights’ in-house survey was fielded in March 2022. The goal of the study aimed to gain perspective on the awareness of CBD among the general population, as well as how it is perceived by consumers and their loyalty to brands in multiple industries, including CBD.

The standout findings include:

  • 42% of those who are aware of CBD are apt to try it
  • Pain relief is the most top-of-mind health aid (69%)
  • CBD purchasers tend to be more mindful of whether the products they purchase are sustainably sourced (54%) compared to non-CBD purchasers (40%)

Head to Happi for more exclusive insights on the personal care and beauty industries.