The power of a catchy name

How naming your UX Research findings can make them stick

Developing an understanding of user needs and identifying concrete design recommendations requires a combination of rigorous research, careful analysis, and effective communication. With everything involved in setting up the best study, analyzing data, and report writing, it is easy to overlook one of the simplest ways to make findings stick: a captivating and memorable name. The right name can make your stakeholder more likely to pay attention to, remember, and ultimately act on your findings.

Why a good name matters

The idea that a good name can help a finding or theory catch on is not new. You can read this article (from 30 years ago) about how scientists (from 60+ years ago) started giving their theories approachable names to help garner more attention from the general public than their stuffier-sounding counterparts.

A great name can convey the essence of an idea, promoting comprehension and approachability, making a general audience more likely to accept and remember it. Granted, a great name does not make the underlying idea any better, but it doesn’t make it any worse, either.

Scientific literature is full of great names that helped concepts catch on.

• The phrase “Big Bang” theory was originally coined by a scientist opposed to the idea, but it was so snappy that it stuck.
• Darwin did not use the term “Evolution” in On the Origin of Species, but the word has become synonymous with his work. Relatedly, Herbert Spencer’s “Natural selection” has withstood the test of time.
• “Black hole” replaced “gravitationally completely collapsed star.“

The list goes on, but the catchy-name phenomenon is not limited to older theories about the natural world. You don’t have to look very far for a topical example from the social sciences.

The term “Growth Mindset” (the self-held idea that one’s abilities can be developed with hard work and determination) is a wildly popular framework for thinking about personal and professional growth. This idea comes directly from Carol Dweck’s research. The careful reader might notice that Dweck’s earliest articles on the…