Weird, no mention of domain name search was made as part of the process.
I would think that one of the top points to research would be if the word.com was still available. I searched over 20 names listed in the article and all the .com have been registered.
Also apropos here is episode #5 of the Startup podcast, which features a look into Lexicon's naming process. (And a glance at the anxiety induced by having to decide between dozens of choices, which in this case resulted in them going with the somewhat milquetoast "Gimlet Media.")
The New Yorker had a story on Lexicon in 2011, too.
'On a Mind Map, someone wrote “strawberry.” Then someone wrote beside it, “Strawberry is too slow.” Placek pronounced the word—“Str-a-a-a-w-w-berry”—drawing it out. “This technology is instantaneous,” he said. On the map, someone else wrote “blackberry.”'
Honestly, though, most of these stories are fairly similar.
Jaunt reads like a cross between "jaundice" (a common infantile condition and a source of worries for many new parents) and "taunt", which doesn't carry any positive connotations either.
PS. It's also not far from Joost and we all know how well that one go :)
But note: 'jaunt' is already a longstanding English word, for "short pleasure trip". (It's also been reused in a bunch of sci-fi to mean teleportation.) That makes secondary connotations recede somewhat, compared to if 'jaunt' were a truly new coinage that everyone needs to reason-out from roots/sounds.
You probably could use a distributed group of brainstormers/researchers. But having a process that's too public has other risks: desirable names falling to trademark/domain-squatters; valuable also-ran names being reused by others; marketing/product themes leaking to competitors.
I would think that one of the top points to research would be if the word.com was still available. I searched over 20 names listed in the article and all the .com have been registered.