Bill Lawrence told HitFix that the show has changed over the course of the season to focus less on Jules's (Courteney Cox) attempts to sleep with younger men and become more of an ensemble comedy.
"I'd like to [change the name], and the studio has been talking about it for three reasons," Lawrence said. "One, partly as a result of common sense and partly from their research, they find too many instances of testing of people saying they would never watch a show called Cougar Town... and then they screen an episode and people go, 'Oh, I would watch this show'.
"Second... you would be hard-pressed to watch the last three episodes of the show and [if you] asked anyone for titles, I doubt anybody would say Cougar Town. Third, in a world where ABC [is] looking to promote Modern Family and capitalise on it to promote all their new shows next fall, anything you can do to create some kind of dialogue about your existing show is smart and savvy."
He added: "The reasons not to do it I think solely come down to business reasons."
However, Lawrence explained that he does not know what he would like to call the show instead, saying: "I always joke that the show should be called Friends And Neighbours, but the Friends part should be written in the same font as Courteney's old show.
"But I don't want to put them out there yet. It's tough, man. I always own up to mistakes. It's a great hindsight mistake. If you had showed me an episode of the show back when I wrote the pilot, I would say, 'There's no way that's the same TV show'. I have never been on a show that changed so much creatively so quickly."
Cougar Town continues on Wednesday at 9.30/8.30c on ABC in the US and Tuesday at 9pm on Living in the UK.