A Crowdwave Case Study

Naming a Product the Market Will Choose

The Challenge

TAMKO Building Products set out to bring a new hail-resistant roofing product to market with a name that would resonate with both contractors and homeowners.

In a category where purchase decisions are shaped by technical performance and perceived protection, the team needed clarity on how different audiences respond to naming and how to make the right call before launch.

The Crowdwave Solution

Simulated human opinion to evaluate naming performance across key audiences.

Crowdwave simulated contractor and homeowner responses to evaluate naming performance across TAMKO’s target markets, revealing how preferences shift by audience and influence in the decision process.

Crowdwave Results

Different Audiences Respond to Naming Differently

  • Contractors gravitate toward names that signal performance, strength, and credibility

  • Homeowners respond more strongly to names that clearly communicate protection and purpose

  • Naming decisions cannot be evaluated through a single audience

Influence Shapes the Right Decision

  • Contractors play a central role in guiding homeowner choice

  • Prioritizing contractor influence changes how naming options perform

  • Modeling these dynamics reflects real-world behavior

Clear Direction for Launch Decisions

  • The analysis identified strong naming directions across product, technology, and warranty

  • Insights helped inform TAMKO’s final naming approach for its hail-resistant product, including HAILGUARD, a name that reflects clear protection and strong in-market intuitiveness

  • The name clearly communicates protection while remaining intuitive for homeowners

“Crowdwave helped us cut through competing inputs and see how the market would actually respond. That clarity made a complex naming decision much more straightforward.”

- David Humphreys
President and Chief Executive Officer, TAMKO

Pressure-test decisions before they matter

Questions? Reach out to jeremy@crowdwave.ai