Case Study: Google achieves rapid, user-led naming and branding decisions with GutCheck

How Google’s Product Team Uses Agile Research to Incorporate User Feedback and Stay Innovative

A Google product team working on experimental social apps faced a classic tech challenge: move fast while staying user-centered. Despite access to large datasets, the team needed quicker, qualitative insights to inform weekly releases and brand decisions (names and logos) without slowing innovation.

They partnered with GutCheck to embed agile research early in development, running rapid quantitative screens and qualitative testing (5–7 day turnarounds) to prioritize app names and optimize logos. The approach delivered clear, user-driven choices, revealed strengths and weaknesses for refinement, and gave the team the confidence to proceed with a brand and product direction aligned to target users.

Google

Justin Oliver

Product Marketing Manager