The audience testing service allows the Contest Holders to validate their top choices by polling an audience that fits their target demographics (e.g. age, gender, location, etc). We work with an external partner for this testing, and the respondents who are recruited to vote on these top choices are not namers - they are people who would likely fit the customer profile of the business.
Most companies engage in some sort of informal testing with external users before finalizing their winning name. This service allows us to offer this capability in a more controlled and structured format. When these names are shown to the audience, they are not shown in the form of domain names, they are shown as brand names without domain extension. However it is our belief that this controlled testing method in fact results in lower risk of domain registration compared to informal methods employed by companies who do their own naming research.