{
  "title": "Product name comprehension survey",
  "questions": [
    "What kind of product do you imagine from this name?",
    "Which meaning is unclear?",
    "How would you pronounce or describe it?",
    "What association would you want explained?",
    "Which name best matches the stated concept?"
  ],
  "question_notes": [
    "The imagined product category reveals associations created by the proposed name. Compare those associations with the stated concept without presenting a favorable impression as evidence of commercial viability.",
    "Unclear meaning identifies where a name requires supporting context to avoid misunderstanding. Explore the interpretation rather than assuming that an unusual name is memorable or distinctive.",
    "Pronunciation and description reveal whether people can discuss the name consistently. Investigate ambiguities across the intended audience without treating ease of pronunciation as trademark clearance.",
    "An unexplained association may connect the name with an unintended category or expectation. Clarify the relevant meaning through concept context without encouraging respondents to invent product capabilities.",
    "Concept fit separates a preferred sound from a name that communicates the intended offering. Compare reasons for the choice; preference does not establish ownership rights or future sales."
  ],
  "answer_guidance": [
    {
      "question": 1,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: what kind of product do you imagine from this name.",
      "optional": true
    },
    {
      "question": 2,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: which meaning is unclear.",
      "optional": true
    },
    {
      "question": 3,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: how would you pronounce or describe it.",
      "optional": true
    },
    {
      "question": 4,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: what association would you want explained.",
      "optional": true
    },
    {
      "question": 5,
      "format": "Short open text",
      "reason": "Let people explain the experience in their own words. Review this answer for: which name best matches the stated concept.",
      "optional": true
    }
  ],
  "respondent_instruction": "If nothing was unclear or difficult, say so. Skip questions about steps you did not experience; use not applicable where appropriate.",
  "note": "Examples to adapt. Not a validated instrument."
}