Genericness Surveys

Genericness surveys typically follow one of two well-established formats:

Teflon Survey Format | A three-part format that measures consumer understanding of a name or design element.

• Begins with a brief “mini course” explaining the difference between brand names and generic names
• Includes a short “mini test” to confirm respondent understanding before continuing
• The main survey asks respondents to classify several names, including the term at issue, as either brand or generic
• Includes benchmark terms brand names and generic names) for comparison

Thermos Survey Format | An open-ended format that explores how consumers use a term in real-world contexts.

• Asks open-ended questions about how respondents use the name at issue, to determine whether they use it as a brand name or generic name in practice.
• Questions may include:
• What store respondents would visit to buy the product in dispute
• How respondents would describe what they would ask for, search for online, or say to a friend
• Alternate names, brands, or manufacturers of the product