The A-Z of Market Research - Your Ultimate Glossary

key terms in market research

This A-Z glossary is a  reference tool for professionals in the market research industry. It encompasses an array of commonly used terms and concepts that are integral to effective market research practices. Covering everything from fundamental methodologies to specialized techniques, this glossary provides definitions that clarify the jargon often found in the field. Whether you are an experienced researcher, new to the industry, or a client aiming to enhance your understanding of research reports, this resource helps you to quickly access key market research terminology. Dive in and leverage this knowledge to elevate your expertise and drive impactful insights.

A/B Testing

A method of comparing two versions of a webpage or app against each other to determine which one performs better. It involves randomly showing the two variants (A and B) to users and analyzing which one drives more conversions. Read more about AB testing on HBR.

Access panels

A database of individuals who have agreed to be available for surveys of varying types and topics. They are used to save time and money in recruiting respondents for market research.

Accompanied shopping

A specialized type of individual depth interview where respondents are interviewed while they shop in a retail store. It combines observation with detailed questioning.

Alternative hypothesis

The hypothesis in statistical testing where some difference or effect is expected. It's the opposite of the null hypothesis.

Ambiguous question

An ambiguous question in market research is a poorly constructed query that lacks clarity and precision, allowing for multiple interpretations by respondents. These questions can lead to confusion and inconsistent answers, as different individuals may understand and respond to the question in varying ways. This ambiguity often stems from vague language, lack of context, or the inclusion of multiple concepts within a single question. As a result, ambiguous questions can compromise the reliability and validity of research data, potentially leading to misguided conclusions and decisions. Researchers must strive to craft clear, specific questions to ensure accurate and meaningful responses that truly reflect the opinions and experiences of their target audience.

A type of stimulus material where key frames for a television advertisement are drawn or computer generated with an accompanying soundtrack. They are used to test advertisement concepts before full production.

Annotation method

An approach to analyze qualitative data using codes or comments on transcripts to categorize points made by respondents.

ANOVA (Analysis of Variance)

A statistical test for the differences among the means of two or more variables. It's commonly used to compare multiple groups in experimental designs. Read more about ANOVA at Oxford University .

Area sampling

A type of cluster sampling where clusters are created based on the geographic location of the population of interest.

Artificial Intelligence (AI)

The use of computer algorithms and systems to simulate human intelligence and perform tasks such as data analysis or decision making. In market research, AI is increasingly used for data processing and analysis. Find out more about what AI is here .

Audience's thinking sequence

The sequence of thoughts that people go through when they are being communicated with. Understanding this helps in crafting effective marketing messages.

An examination and verification of the movement and sale of a product. There are three main types: wholesale audits, retail audits, and home audits.

A chart that uses a series of bars positioned horizontally or vertically to represent the values of various items. It's a common way to visually represent data in market research reports.

In market research, particularly when dealing with cross tabulations, the base refers to the total number of respondents or observations that form the foundation for calculating percentages or other statistical measures. It represents the entire sample or a specific subset of the sample for which data is being analyzed. The base is crucial for understanding the context and significance of reported percentages, as it indicates the size of the group from which conclusions are drawn. For instance, if a survey reports that 60% of respondents prefer a certain product, the base tells us how many people that percentage represents, allowing for more accurate interpretation of the data's reliability and representativeness.

Bayes' theorem

A mathematical formula that provides a way to update the probability of an event based on new information. In market research, it's used to estimate the likelihood of a target audience having certain characteristics.

Read more about Bayes rule in perception, action and cognition with Cambridge University's Machine Learning Group

Behavioural science

An interdisciplinary field applying theories and techniques mainly from psychology to uncover what consumers value and provide solutions to pricing, choice architecture, perceptions, and behaviors.

A term describing the significant volume and variety of data available to organizations and the increased frequency in which they are generated. It's increasingly important in market research for uncovering insights.

The use of physiological or behavioral characteristics to identify and verify a person's identity. In market research, it's used to authenticate survey respondents and measure physical responses to stimuli.

An abbreviated title for the term web log, meaning a frequent, chronological publication of personal thoughts and ideas. In market research, blogs can be a source of consumer insights.

Brand Equity Modelling

The creation of a Brand Equity measure and any Key Driver analysis to determine what drives Brand Equity. It helps in understanding and quantifying a brand's strength.

Let’s explore how well a brand's product qualities match what consumers truly desire. Understanding this alignment is key to optimizing your brand's positioning. Here are a few points to consider:

  • What does your audience value? Discover the qualities that resonate with them.
  • How do you measure this alignment? Use insights to refine your approach.
  • Empower your brand strategy! When you align with customer desires, you create a stronger connection.

By focusing on these aspects, you’ll not only enhance your brand's appeal but also engage your audience in a meaningful way. 

Brand mapping

A projective technique involving presenting competing brand names to respondents and getting them to group them into categories based on certain dimensions. It helps understand brand perceptions and positioning.

Brand personalities

A projective technique where respondents imagine a brand as a person and describe their looks, clothes, lifestyles, etc. It helps understand brand perceptions and associations.

Brand Price Trade Off

A technique for establishing brand and price preferences by presenting respondents with branded products at various price points. It helps in understanding price sensitivity and brand loyalty.

Canonical Correlations

A statistical technique used to identify how much one set of independent variables drives another set of dependent variables. It's particularly useful when there are multiple dependent variables or categorical variables.

CAPI (Computer Assisted Personal Interviewing)

A method where laptop computers, tablets, or mobile devices are used instead of paper-based questionnaires for face-to-face interviewing. It allows for more complex questionnaires and immediate data entry.

Discover a powerful market research method designed specifically for the automotive industry! This approach helps gather valuable insights about consumer preferences and pinpoint potential issues with a vehicle before it hits the production line. Here’s how it works:.

  • Participants engage with a pre-production or prototype vehicle.
  • They share their thoughts and feedback, enabling manufacturers to make informed decisions.

This collaborative process empowers users and ensures that their voices shape the final product. 

Cartoon completion

A projective technique which involves a cartoon that the respondent has to complete. It's used to uncover underlying attitudes or perceptions.

CATI (Computer Assisted Telephone Interviewing)

A telephone interviewing method where interviewers input respondents' answers directly into a computer-based questionnaire. It allows for complex routing and immediate data entry.

CATS (Completely Automated Telephone Surveys)

Telephone interviews that use interactive voice technology and require no human interviewer. Respondents answer closed-ended questions using their touch-tone telephone.

Causal research

Research that examines whether one variable causes or determines the value of another variable. It's used to understand cause-and-effect relationships in marketing phenomena.

CAWI (Computer Assisted Web Interviewing)

Also known as online interviewing, CAWI involves respondents filling in a self-completion questionnaire delivered via the internet. It allows for complex routing and multimedia stimuli.

Research which involves collecting data from every member of the population of interest. It's typically used when the population is small or when complete data is required.

CHAID (CHi Squared Automatic Interaction Detection)

A type of decision tree technique based on significance testing. It's used to create rules to classify future respondents into identified groups or detect interrelationships between different questions.

Web-based platforms that can be used for online focus groups where individuals are recruited to discuss a subject online, usually using text. They allow for real-time qualitative research with geographically dispersed participants.

Chatbot survey

A traditional survey presented to the respondent in the form of an online conversation. Instead of answering static questions, respondents engage in a conversational exchange or chat.

A statistical test which tests the 'goodness of fit' between the observed distribution and the expected distribution of a variable. It's commonly used to analyze the relationship between categorical variables.

Choice Based Conjoint

A specific type of conjoint analysis where respondents are asked to make choices between different sets of products/services to derive the overall appeal of each component part. It's used to understand consumer preferences and trade-offs.

Closed question

A closed question in market research is a type of survey question that limits respondents to choosing from a predetermined set of answer options. Unlike open-ended questions, closed questions do not allow for free-form responses. They typically come in two main forms: dichotomous questions, which offer only two possible answers (e.g. yes/no, true/false), and multiple-choice questions, which provide several options to choose from. Closed questions are valued for their ability to generate easily quantifiable data, simplify the analysis process, and reduce the time and effort required from respondents. However, they may also limit the depth of insights by constraining respondents to predefined choices, potentially missing nuanced or unexpected responses that could be captured by open-ended questions.

Cluster analysis

A statistical technique used to group similar objects or individuals. In market research, it's often used for market segmentation, grouping consumers with similar characteristics or behaviors.

Cluster sampling

A probability sampling approach in which clusters of population units are selected at random and then all or some of the units in the chosen clusters are studied. It's often used when it's impractical or expensive to sample from a widely dispersed population.

The procedures involved in translating responses into a form that is ready for analysis. It typically involves assigning numerical codes to responses, especially for open-ended questions.

Coefficient alpha

See Cronbach alpha.

Coefficient of determination

A measure of the strength of linear relationship between a dependent variable and independent variables. It indicates how much of the variance in the dependent variable is predictable from the independent variable(s).

Concept boards

Introducing a dynamic tool for gathering valuable insights: stimulus materials! These boards showcase various product, advertising, and packaging designs, helping you collect feedback on exciting new products or campaigns. Here’s what you need to know:

  • What are they? A set of boards that illustrate different designs.
  • Why use them? To engage your audience and gather their thoughts on potential innovations.
  • How they help: Empower you to make informed decisions based on real feedback.

We’re here to foster collaboration and curiosity—let’s explore new ideas together! What designs resonate with you? We’d love to hear your thoughts!

Confidence level

The probability that the true population value will be within a particular range (result +/– sampling error). It's typically set at 95% in market research studies.

Conjoint analysis

A statistical technique to understand what combination of a limited number of attributes is most influential in the consumer's decision-making process. It's often used in product development and pricing research.

Constant sum scales

A scaling approach which requires the respondent to divide a given number of points, usually 100, among a number of attributes based on their importance to the individual. It forces respondents to make trade-offs between attributes.

Construct validity

An analysis of the underlying theories and past research that supports the inclusion of various items in a scale. It's most commonly considered in two forms: convergent validity and discriminant validity.

Content analysis

The analysis of any form of communication, whether it's advertisements, newspaper articles, television programmes, or taped conversations. It's frequently used for the analysis of qualitative research data.

Content analysis software

Software used for qualitative research which counts the number of times that pre-specified words or phrases appear in text. It's used to analyze large volumes of textual data efficiently.

Content validity

A subjective yet systematic assessment of how well a rating scale measures a topic of interest. For example, a group of subject experts may be asked to comment on the extent to which all of the key dimensions of a topic have been included.

Continuous research

See Longitudinal research.

Contrived observation

A research approach which involves observing participants in a controlled setting. It allows researchers to manipulate variables and observe their effects on behavior.

Convenience sampling

Convenience sampling is a non-probability sampling method in market research where participants are selected based on their accessibility and willingness to participate, rather than through random selection. This approach involves choosing readily available individuals or groups that are easy for the researcher to reach, such as passersby in a shopping mall, students on a university campus, or online volunteers. While convenience sampling offers advantages in terms of speed, cost-effectiveness, and ease of implementation, it comes with significant limitations. The primary drawback is the potential for bias and lack of representativeness, as the sample may not accurately reflect the characteristics of the broader target population. This can lead to skewed results and limit the generalizability of the research findings, making it less suitable for studies requiring high levels of accuracy or those aiming to make broad inferences about a population.

Convergent validity

A measure of the extent to which the results from a rating scale correlate with those from other scales or measures of the same topic/construct. It's used to assess the validity of measurement scales.

Text files placed on a user's computer by web retailers in order to identify the user when they next visit the website. In market research, they can be used to track online behavior.

Correlation

Let’s dive into a statistical approach that helps us explore the relationship between two variables! Here’s what you need to know:

  • Understanding relationships : This method uses an index to clearly describe both the strength and direction of the relationship between variables.
  • Empower your insights : By examining these connections, you can gain valuable insights into how different factors interact.

Isn’t it exciting to uncover these relationships? Feel free to share your thoughts or questions!

Cost per complete (CPC)

A common term in quantitative research for the price paid per completed survey. This calculation usually includes the cost of the sample, fielding costs, and the cost of using the survey software.

Critical path method (CPM)

A managerial tool used for scheduling a research project. It's a network approach that involves dividing the research project into its various components and estimating the time required to complete each component activity.

Cronbach Alpha

Cronbach's Alpha , also known as coefficient alpha, is a widely used statistical measure in market research to assess the internal consistency reliability of a multi-item scale. It quantifies how closely related a set of items are as a group, typically in questionnaires or surveys where multiple questions aim to measure the same underlying construct. The coefficient ranges from 0 to 1, with higher values indicating greater internal consistency. Generally, an alpha of 0.7 or higher is considered acceptable in most research scenarios, though this can vary depending on the field and purpose of the study. Cronbach's Alpha is particularly valuable in developing and validating measurement scales for concepts like customer satisfaction, brand loyalty, or employee engagement. It helps researchers ensure that the items in their scale are measuring the same concept consistently, thus improving the overall reliability and validity of their research instruments.

Cross tabulation (crosstab)

A technique used to analyze and compare the relationship between two or more variables. It involves creating a table that shows the distribution of one variable across the different categories of another variable.

Cross sectional research

Research studies that are undertaken once, involving data collection at a single point in time, providing a 'snapshot' of the specific situation. It's the opposite of longitudinal research.

Customer database

A manual or computerized source of data relevant to marketing decision making about an organization's customers. It's a valuable resource for customer relationship management and targeted marketing efforts.

Customer Lifetime Value (CLV)

A prediction of the net profit attributed to the entire future relationship with a customer. It's used to determine how much to invest in acquiring or retaining a customer.

CX (Customer Experience)

Refers to how customers feel or perceive all aspects (touchpoints) when they buy goods or services or interact with a business. It's crucial for understanding and improving customer satisfaction and loyalty.

Data analysis errors

Non-sampling errors that occur when data is transferred from questionnaires to computers by incorrect keying of information. They can be minimized through data cleaning and validation processes.

Data cleaning

To ensure data quality before analysis, it's essential to conduct computerized checks on your data. This friendly process helps you:

  • Identify inconsistencies
  • Detect any unexplained missing responses

Taking this crucial step empowers you to work with reliable information and make informed decisions. Let's embrace good data practices together! 

Data conversion

The reworking of secondary data into a format that allows estimates to be made to meet the researcher's needs. It's often necessary when using data from different sources or time periods.

Data fusion

The process of combining multiple data sources into a single, comprehensive representation of information. In market research, it's used to gain a more complete understanding of consumer behavior and market trends.

Refers to the type of data to be analyzed in a hierarchical survey. For example, in a healthcare study, analysis could be based at the doctor, patient, or therapy level.

Data mining

The process of discovering patterns and knowledge from large amounts of data using techniques such as statistical analysis and machine learning. It's used to extract useful insights and make data-driven decisions.

Data validation

The verification of the appropriateness of the explanations and interpretations drawn from qualitative data analysis. It's crucial for ensuring the credibility and trustworthiness of qualitative research findings.

Degrees of freedom (d.f.)

The number of observations (i.e., sample size) minus one. It's used in various statistical calculations and tests.

Depth interview

Descriptive statistics.

Statistics that help to summarize the characteristics of large sets of data using only a few numbers. The most commonly used are measures of central tendency and measures of dispersion.

Desk research

See Secondary research.

A continuous measurement tool used to gather feedback from participants when watching or listening to content media. Participants indicate their continuous level of agreement/like or disagreement/dislike with the content being presented.

Dichotomous questions

Dichotomous questions are survey or interview questions that offer only two possible response options, typically "Yes" or "No". While these questions are easy for respondents to answer, they yield limited information due to their binary nature.

Discrete Choice Modeling

A statistical technique used to predict a choice from a set of two or more alternatives. It's often used in market research to understand consumer preferences and decision-making processes.

Discriminant analysis

A statistical technique that uses responses to a set of questions to predict existing group membership. The output can then be used to classify future respondents into the same groups.

Discriminant validity

A measure of the extent to which the results from a rating scale do not correlate with other scales from which one would expect it to differ. It's used to assess the validity of measurement scales.

Discussion guide

Used to structure and direct focus groups or depth interviews with participants. It serves as a guide for the facilitator or interviewer, providing questions, topics, and prompts to cover during the discussion.

Disproportionate stratified random sampling

A form of stratified random sampling where the units or potential respondents from each population set are selected according to the relative variability of the units within each subset.

Do-It-Yourself (DIY) research

DIY research refers to market research methods that can be conducted independently, without professional assistance. This approach is generally more cost effective and faster than traditional market research techniques.

Double opt-in (DOI)

Refers to a person who has agreed to join a research panel and has confirmed their agreement through a two-step verification process. It helps ensure explicit consent and accurate contact information.

Double-barrelled question

A badly constructed question where two topics are raised within one question. It should be avoided as it can lead to confusion and inaccurate responses.

Doughnut chart

A form of pie chart which allows different sets of data (e.g., for different years) to be shown in the same chart. It's useful for comparing proportional data across categories.

Emotion recognition

The use of AI algorithms to detect and interpret human emotions, often through analysis of facial expressions, voice, or text. It's used in market research to understand emotional responses to products or advertisements.

Ethnography

A research method used for investigating cultural practices, rituals, consumer behavior, routines, and social norms. It helps unearth previously unseen opportunities by looking at people's worlds in an authentic way.

Eye tracking

A method of measuring and analyzing where and how people look at visual information. In market research, it's used to understand how people interact with visual stimuli like advertisements or product packaging.

Face to face survey

Research which involves meeting respondents in person and interviewing them using a paper-based questionnaire, a laptop computer, tablet, or mobile device. It allows for more complex questions and use of visual aids.

Facial tracking

A method of measuring and analyzing facial expressions and movements. In market research, it's used to understand emotional responses to advertising, products, and other stimuli.

Factor Analysis

A statistical technique to examine the similarities between items in order to identify a more concise summary of themes. It's often used for data reduction or to identify underlying constructs.

Focus group

A qualitative research method used to gather data through group discussions. Participants are brought together in a moderated setting to discuss a specific topic, product, or service.

Frequency distributions

See Holecounts.

Funnel sequence

A method for ordering questions in a questionnaire that starts with broad, general topics and gradually narrows down to more specific, detailed questions. This approach helps ease respondents into the survey, building rapport and context before addressing more complex or sensitive issues, potentially improving the quality and depth of responses.

The funnel sequence is a common and effective technique in questionnaire design, particularly useful for in-depth interviews and complex surveys.

Gabor Granger

A pricing technique used to understand price elasticity for set products. Respondents are asked how likely they are to purchase a product at different price points, allowing researchers to establish optimal pricing.

Galvanic Skin Response (GSR)

A method of measuring changes in the electrical conductance of the skin, which can indicate changes in emotional arousal. In market research, it's used to understand emotional reactions to stimuli.

Gamification

The process of adding game-like elements to a research activity to engage participants and collect data in a more interactive way. It can lead to better quality data by making surveys more engaging and fun.

GANTT chart

A managerial tool used for scheduling a research project. It's a form of flowchart that provides a schematic representation incorporating the activity, time, and personnel requirements for a given research project.

Geo-fencing in market research

The use of GPS or RFID technology to define a geographic boundary, then trigger a response when a mobile device enters or leaves the area. It's used in location-based market research and mobile surveys.

Geodemographic profiling

A profiling method which uses postal addresses to categorize different neighborhoods in relation to buying power and behavior. It's useful for targeted marketing and location-based strategies.

Grounded theory

Grounded Theory is a systematic methodological approach to qualitative research, particularly valuable in market research when exploring new or poorly understood phenomena. Unlike traditional research methods that begin with a hypothesis, Grounded Theory starts with data collection and analysis, allowing theories to emerge from the data itself. Researchers using this method gather information through various qualitative techniques such as interviews, focus groups, or observations, and then analyze this data through a process of coding and constant comparison. As patterns and concepts emerge, researchers develop theories that are "grounded" in the actual experiences and perspectives of the participants. This approach is especially useful in uncovering consumer motivations, decision-making processes, or market trends that may not be apparent through conventional research methods. While more time-consuming and complex than some other research techniques, Grounded Theory can provide deep, nuanced insights that lead to innovative marketing strategies or product development ideas.

Group depth interviews

See Focus group.

Group moderator

The interviewer responsible for the management and encouragement of participants in a group discussion. They play a crucial role in facilitating productive discussions and ensuring all participants contribute.

Research undertaken in a central hall or venue commonly used to test respondents' initial reactions to a product, package, or concept. It's also known as a Central Location Test (CLT).

A graphical representation of data where values are depicted by color. In market research, they're often used to show where people click on websites or focus their attention in visual stimuli.

Holecounts refer to the number of respondents who selected each possible answer for each question in a survey. This concept is also known as frequency distributions or topline numbers, providing a basic summary of how responses are distributed across answer options.

An assumption or proposition that a researcher puts forward about some characteristic of the population being investigated. It's tested through research to determine if it's supported or refuted.

IDI (InDepth Interview)

A qualitative research method using a relatively open, discovery-oriented approach to obtain detailed information about a topic from a participant. It allows for deep exploration of individual perspectives and experiences.

IHUT (In Home Usage Test)

A market research method that allows consumers to test products in their own homes. Participants are given a product to use and are asked to provide feedback on its features, benefits, and overall satisfaction.

Impact indices

Measure the impact any independent variable has on changing a dependent variable. Often used when the independent variables are binary, it can evaluate the impact of different product qualities on preference.

Implicit Association Test (IAT)

A psychological measurement technique used to uncover unconscious biases. It measures a respondent's automatic associations between mental representations of objects in memory and evaluations, attitudes, or stereotypes.

Implicit assumption

A badly constructed question where the researcher and the respondent are using different frames of reference as a result of assumptions that both parties make about the question being asked.

Independent samples

Samples in which the measurement of the variable of interest in one sample has no effect on the measurement of the variable in the other sample. It's important for certain statistical tests.

Internal data

Secondary data sourced from within the organization that is requiring the research to be conducted. It can include sales data, customer records, and previous research findings.

Interquartile range

A measure of dispersion that calculates the difference between the 75th and 25th percentile in a set of data. It's useful for understanding the spread of the middle 50% of the data.

Interval data

Similar to ordinal data with the added dimension that the intervals between the values on a scale are equal. However, the ratios between different values on the scale are not valid.

Interviewer bias

Bias and errors in research findings can significantly impact results, stemming from the actions of the interviewer. Factors such as the selection of interview subjects, the methodology employed during the interview process, and the precision in recording responses can all influence the integrity of the data. It's crucial to understand these elements to ensure reliable outcomes in research.

Interviewer Quality Control Scheme (IQCS)

A quality control scheme for interviewers in the UK. The scheme is aimed at improving selection, training, and supervision of interviewers.

Judgement sampling

A non-probability sampling procedure where a researcher consciously selects a sample that he or she considers to be most appropriate for the research study. It relies on the researcher's expertise but may introduce bias.

Key Driver Analysis

The analysis of the relationship between a dependent variable and one or more independent variables. Its purpose is to determine whether a relationship exists and the strength of the relationship, used to help prioritize what to focus on.

Kiosk-based survey

A survey often undertaken at an exhibition or trade show using touch screen computers to collect information from respondents. It can be cheaper to administer compared to traditional exit surveys with human interviewers.

Kruskal's relative importance analysis

A type of Key Driver Analysis used as an alternative to other techniques such as ordinary regression analysis. It's particularly useful when there is missing data or when variables are strongly related to each other.

Latent Class Analysis

A statistical method used to identify subgroups of related cases from multivariate categorical data. It's often used in market segmentation to identify groups with similar response patterns.

Leading question

A badly constructed question that tends to steer respondents toward a particular answer. Sometimes known as a loaded question, it should be avoided to prevent biased responses.

Least filled quota sampling

A variation of quota sampling where the research team attempts to fill the quotas in the most efficient way possible by selecting respondents from the sub-population that has the lowest representation in the sample.

Least squares approach

A regression procedure that is widely used for deriving the best-fit equation of a line for a given set of data involving a dependent and independent variable.

Lifetime value

The present value of the estimated future transactions and net income attributed to an individual customer relationship. It's crucial for customer relationship management and marketing strategy.

Likert scale

A rating scale which requires the respondent to state their level of agreement with a series of statements about a product, organization, or concept. It typically uses five points from "Strongly agree" to "Strongly disagree".

Linear regression

Used to find out the relative importance of different drivers in order to re-create a dependent variable. For example, the influence of brand imagery items on brand appeal.

Logistic regression

Used to find out the relative importance of different drivers in order to re-create a dependent variable when the dependent variable is binary. It's particularly useful in propensity modeling.

Longitudinal research

A study involving data collection at several periods in time, enabling trends over time to be examined. It may involve asking the same questions on multiple occasions to the same respondents or to respondents with similar characteristics.

Machine learning

A subset of AI that involves training computer models to learn from data and make predictions or decisions. In market research, it's increasingly used to automate much of the classification and analysis of both structured and unstructured data.

Mall intercept interviews

A type of market research technique where participants are approached in a shopping mall or other public area and asked to participate in a survey or interview. It allows for the collection of data from a diverse sample in a specific geographic location.

Market Basket Analysis

A data mining technique used to understand purchasing behavior by finding associations between different items that customers place in their "shopping baskets". It's often used in retail to inform product placement and promotions.

Market Research Online Communities (MROCs)

Groups of individuals recruited and engaged by a market research company to participate in ongoing research studies, surveys, and discussions about a specific topic or product. They provide ongoing insights and feedback.

Marketing research

The collection, analysis, and communication of information undertaken to assist decision making in marketing. It encompasses a wide range of methods and techniques to understand markets, consumers, and marketing effectiveness.

MaxDiff (Maximum Difference Scaling)

A technique used to understand relative importance or appeal amongst a list of features/statements. Respondents choose the most and least appealing/important items from sets, resulting in a ranking of all items.

MBC (Menu-Based Conjoint)

A specific type of conjoint analysis able to handle a variety of menu choice situations in which respondents make from one to multiple choices in the process of building their preferred selection.

The arithmetic average calculated by summing all of the values in a set of data and dividing by the number of cases. It's one of the most common measures of central tendency.

Measures of central tendency

Measures that indicate a typical value for a set of data by computing the mean, mode, or median. They provide a single value that attempts to describe a set of data.

Measures of dispersion

Measures that indicate how 'spread out' a set of data is. The most common are the range, the interquartile range, and the standard deviation.

The median is a measure of central tendency in statistics that represents the middle value in a sorted dataset. When all values are arranged in ascending or descending order, the median is the value that divides the dataset into two equal halves. It's one of the three primary measures of central tendency, alongside the mean and mode.

The method for calculating the median depends on whether the number of values in the dataset is odd or even.

Odd numbers Formula: Median position = (n + 1) / 2, where n is the number of values.

Even numbers Formula: Median = (Value at position n/2 + Value at position (n/2) + 1) / 2

Method Bias

When we say method we broadly refer to aspects of a test or task that can be a source of systematic measurement error. In a questionnaire, this includes the wording of instructions and items, or the response format (e.g. Likert, Visual Analogue Scale, etc). Many researchers, such as Podsakoff, MacKenzie, and Podsakoff’s (2012), also consider a study’s measurement context as a potential methodfactor.

Read our tips for reducing Method Bias

Mixed Mode Studies

Research studies that use a variety of collection methods in a single survey (e.g., using the same questionnaire online and face to face) in order to improve response rates and representativeness.

The mode is a statistical measure that represents the value that appears most frequently in a dataset. It's one of the three main measures of central tendency, alongside the mean and median. The mode is particularly useful for understanding the most common or typical value in a dataset, especially when dealing with categorical or discrete data.

Examples of Mode Calculation:

Example 1: Unimodal Data Dataset: 2, 3, 3, 4, 5, 5, 5, 6, 7  Mode: 5 (appears three times)

Example 2: Bimodal Data Dataset: Red, Blue, Green, Red, Yellow, Blue, Purple  Modes: Red and Blue (each appears twice)

Example 3: No Mode Dataset: 1, 2, 3, 4, 5  No mode (all values appear once)

Monadic testing

A survey method where each respondent only evaluates one concept out of several being tested. It's commonly used in the early stages of product or concept development.

Multi stage sampling

A sampling approach where a number of successive sampling stages are undertaken before the final sample is obtained. It's often used when a complete list of the population is not available.

Multidimensional scaling

A statistical technique used to visualize the level of similarity of individual cases in a dataset. In market research, it's often used to create perceptual maps of brands or products.

Multiple discriminant analysis

A statistical technique used to classify individuals into one of two or more segments (or populations) on the basis of a set of measurements.

Multiple regression analysis

A statistical technique to examine the relationship between three or more variables and also to calculate the likely value of the dependent variable based on the values of two or more independent variables.

Multivariate data analysis

Statistical procedures that simultaneously analyze two or more variables on a sample of objects. Common techniques include multiple regression analysis, factor analysis, cluster analysis, and conjoint analysis.

Mystery shopping

A method of testing the quality of services provided to customers by using researchers posing as regular customers. It's used to assess whether employees are following company procedures or industry guidelines.

Short for "national representative sample," it refers to a research sample that is intended to be representative of the entire population of a country or region. It's crucial for studies aiming to generalize findings to a whole population.

Natural Language Processing (NLP)

A branch of AI that involves understanding and generating human language. In market research, it's used for tasks such as sentiment analysis, text classification, and chatbot interactions.

Net Promoter Score (NPS)

A measure of customer loyalty and advocacy, calculated by asking customers how likely they are to recommend a company's products or services to others. It's widely used as a simple metric of customer satisfaction and loyalty.

Netnography

A qualitative research method used to study online communities. It involves the systematic observation and analysis of the interactions, communications, and content generated by a group of people on the internet.

Neuroscience

Used in market research to provide an accurate and unbiased measure of consumer response. Techniques such as EEG and fMRI are used to measure brain activity and understand how people respond to marketing stimuli.

Nominal data

Numbers assigned to objects or phenomena as labels or identification numbers that name or classify but have no true numeric meaning. They're used for categorization only.

Non probability sampling

A set of sampling methods where a subjective procedure of selection is used, resulting in the probability of selection for each member of the population of interest being unknown. It's often used when probability sampling is not feasible.

Non response errors

An error in a study that arises when some of the potential respondents do not respond. This may occur due to respondents refusing or being unavailable to take part in the research.

Non sampling error

Errors that occur in a study that do not relate to sampling error. They tend to be classified into three broad types: sampling frame error, non-response error, and data error.

Normal distribution

A continuous distribution that is bell-shaped and symmetrical about the mean. It's important in statistics because many natural phenomena follow this distribution.

Null hypothesis

The hypothesis that is tested and is the statement of the status quo where no difference or effect is expected. It's typically what researchers try to disprove in statistical testing.

Observation

A data gathering approach where information is collected on the behavior of people, objects, and organizations without any questions being asked of the participants. It can provide insights into natural behavior.

Omnibus surveys

A data collection approach that is undertaken at regular intervals for a changing group of clients who share the costs involved in the survey's set-up, sampling, and interviewing. It's a cost-effective way to ask a few questions to a large sample.

Open ended question

Questions which allow respondents to reply in their own words. There are no pre-set choices of answers and the respondent can decide whether to provide a brief one-word answer or something very detailed and long.

Ordinal data

Numbers that have the labeling characteristics of nominal data, but also have the ability to communicate the rank order of the data. The numbers do not indicate absolute quantities, nor do they imply that the intervals between the numbers are equal.

Paired interviews

An in-depth interview involving two respondents such as married couples, business partners, teenage friends, or a mother and child. It can provide insights into shared decision-making processes.

Panel research

A research approach where comparative data is collected from the same respondents on more than one occasion. Panels can provide information on changes in behavior, awareness, and attitudes over time.

Participant observation

A research approach where the researcher interacts with the subject or subjects being observed. The best-known type of participant observation is mystery shopping.

Participant Validation

A validation technique that involves taking the findings from qualitative research back to the participants/respondents that were involved in the study and seeking their feedback. It helps ensure the validity of qualitative findings.

Passive data

Data that is collected without actively seeking out the information from a respondent/participant. This type of data is generated naturally through actions such as website visits, online purchases, geolocation, and social media activity.

Pearson's product moment correlation

A correlation approach that is used with interval and ratio data. It measures the strength and direction of the linear relationship between two variables.

Perceptual mapping

An analysis technique which involves the positioning of objects in perceptual space. Frequently used in determining the positioning of brands relative to their competitors.

Photo sorts

A projective technique which uses a set of photographs depicting different types of people. Respondents are then asked to connect the individuals in the photographs with the brands they think they would use.

A type of bar chart which uses pictures of the items being described rather than bars. It can make data more visually appealing and easier to understand quickly.

Pilot testing

The pre-testing of a questionnaire prior to undertaking a full survey. Such testing involves administering the questionnaire to a limited number of potential respondents in order to identify and correct flaws in the questionnaire design.

Placement tests

The testing of reactions to products in the home and where they are to be used. Respondents are given a new product to test in their own home or office, and their experiences and attitudes are then collected.

Population of interest

The total group of people that the researcher wishes to examine, study, or obtain information from. It typically reflects the target market or potential target market for the product or service being researched.

Predictive analytics

The use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data. It's increasingly used in market research to forecast trends and behaviors.

Price Sensitivity Management (Van Westendorp)

A technique used to understand price preferences. Respondents are asked at what price they would consider a product to be too expensive, too cheap, etc. The optimal price point is determined where an equal proportion of respondents have said "too cheap" and "too expensive".

Primary data

Data collected by a program of observation, qualitative or quantitative research either separately or in combination to meet the specific objectives of a marketing research project. It's collected specifically for the research at hand.

Principal Component Analysis (PCA)

A descriptive method of multivariate analysis used to analyze numeric questions. It converts a set of observations of possibly correlated variables into a set of values of linearly uncorrelated variables called Principal Components.

Probability sampling

A set of sampling methods where an objective procedure of selection is used, resulting in every member of the population of interest having a known probability of being selected. It allows for statistical inference from the sample to the population.

Programme evaluation and review technique (PERT)

A managerial tool used for scheduling a research project. It involves a probability-based scheduling approach that recognizes and measures the uncertainty of project completion times.

Projective questioning

A qualitative research technique that asks respondents to consider what other people would think about a situation, rather than directly asking about their own opinions. Also known as third-party techniques, these methods are used to uncover deeper attitudes or beliefs that respondents might be unwilling or unable to express directly about themselves.

This technique is part of a broader category of projective techniques used in market research to gain insights into consumers' subconscious thoughts and feelings

Proportionate stratified random sampling

A form of stratified random sampling where the units or potential respondents from each population subset are selected in proportion to the total number of each subset's units in the population. It ensures representation of all subgroups in the sample.

Psychographic segmentation

A method of dividing a market into segments based on consumers' personality traits, values, attitudes, interests, and lifestyles. It goes beyond demographic segmentation to understand the psychological aspects of consumer behavior.

Purchase intent scales

A scaling approach which is used to measure a respondent's intention to purchase a product or potential product. It's often used in concept testing and new product development research.

Qualitative research

Qualitative research is an unstructured research approach with a small number of carefully selected individuals used to produce non-quantifiable insights into behavior, motivations, and attitudes. Methods include focus groups and in-depth interviews.

Quantitative research

Quantitative research is a structured research approach involving a sample of the population to produce quantifiable insights into behavior, motivations, and attitudes. It typically involves larger sample sizes and statistical analysis.

Questionnaire design process

A stepped approach to the design of questionnaires. It involves determining the information needed, question content, question wording, response format, and question sequence.

Quota sampling

Quota sampling is a non-probability sampling technique used in market research to create a sample that reflects specific proportions of characteristics in the target population. In this method, researchers divide the population into subgroups or "cells" based on relevant demographic or psychographic variables such as age, gender, income, or education level. For each subgroup, a quota is set that corresponds to its proportion in the overall population. Researchers then collect data from individuals within each subgroup until the predetermined quotas are met. While quota sampling aims to achieve a representative sample and can be more cost-effective than probability sampling methods, it is subject to potential bias in the selection process. This is because the final choice of respondents within each quota is often left to the researcher's discretion, which may inadvertently introduce selection bias and limit the generalizability of results.

A measure of dispersion that calculates the difference between the largest and smallest values in a set of data. It's a simple measure of variability but is sensitive to outliers.

Actual 'real' numbers that have a meaningful absolute zero. All arithmetic operations are possible with such data, including meaningful ratios.

A statistical approach to examine the relationship between two variables. It identifies the nature of the relationship using an equation and can be used for prediction.

Reliability of scales

Refers to the extent to which a rating scale produces consistent or stable results. Stability is most commonly measured using test-retest reliability and consistency is measured using split-half reliability.

Research brief

A written document which sets out an organization's requirements from a marketing research project. This provides the specification against which the researchers will design the research project.

River sampling

A method that invites respondents to take a survey via online banners, ads, promotions, offers, and invitations placed on various websites and social media. Respondents are screened and routed to appropriate surveys based on their characteristics.

Role playing

A projective technique which involves a respondent being asked to act out the character of a brand. It can reveal perceptions and associations with the brand that might not be expressed directly.

When designing a questionnaire, routing refers to the survey logic that allows you to change or limit the content based on previous answers given by respondents. Also known as branching or skip logic.

A subset of the population of interest. In market research, we typically study a sample and use statistical inference to draw conclusions about the wider population.

Sampling error

The difference between the sample value and the true value of a phenomenon for the population being surveyed. It can be expressed mathematically, usually as the survey result plus or minus a certain percentage.

Scaling questions

Questions that ask respondents to assign numerical measures to subjective concepts such as attitudes, opinions, and feelings. Common types include Likert scales and semantic differential scales.

Screening criteria

Criteria used to ensure that the participants in a study are relevant, qualified, and representative of the target population. Screening questions are usually asked at the start of the study and may include demographics as well as questions such as brand usage and product ownership.

Screening questionnaire

A questionnaire used for identifying suitable respondents for a particular research activity, such as a group discussion or in-depth interview.

Secondary data

Information that has been previously gathered for some purpose other than the current research project. It may be data available within the organization (internal data) or information available from published and electronic sources originating outside the organization (external data).

Segmentation

The process of dividing markets into groups of people or occasions that are similar to each other, but different from other groups. It's used to target marketing efforts more effectively.

Semantic differential scales

A scaling approach which requires the respondent to rate a brand or concept using a set of bipolar adjectives or phrases (e.g., helpful and unhelpful; friendly and unfriendly). Each pair of adjectives is separated by a seven-category scale with neither numerical nor verbal labels.

The study of symbols and signs and how they communicate meaning. In market research, it involves analyzing the visual and linguistic elements of product packaging, advertising, and branding to understand cultural and emotional associations.

Sensory testing

A method of evaluating the characteristics of a product or food by measuring how it is perceived by the senses of smell, taste, sight, touch, and sound. It's used to assess product attributes and quality.

Sentence completion

A projective technique which involves providing respondents with an incomplete sentence or group of sentences and asking them to complete them. It can reveal underlying attitudes or perceptions.

Sentiment analysis

A form of text analytics that uses natural language processing and machine learning to determine the emotion expressed in a text. It's commonly used to analyze survey responses, user/customer feedback, and product reviews.

Sequential monadic testing

A survey method whereby each respondent provides feedback on two or more concepts in the same survey. The concepts should be presented in a random order to avoid order bias.

Share of Shelf (SOS)

A metric used to measure the proportion of space a product or brand occupies on a retail shelf compared to its competitors. It helps understand the visibility and accessibility of a product in the retail environment.

Share of Voice (SOV)

A measure of the proportion of advertising a brand or product receives compared to others in the same category. It helps understand how often a brand is advertised relative to its competitors.

Share of Wallet (SOW)

A metric used to measure a company's market share in terms of customer spending. It represents the proportion of a customer's total spending on a given product or service category that is going to a particular company.

Shelf impact testing equipment

Used to determine the visual impact of new packaging when placed on shelves next to competitors' products. It helps assess how well a product stands out in a retail environment.

Simple random sampling

A probability sampling method where every possible member of the population has an equal chance of being selected for the survey. Respondents are chosen using random numbers.

Simulated test markets

A research approach used to predict the potential results of a product launch and to experiment with changes to different elements of a product's marketing mix. It relies on simulated or laboratory-type testing and mathematical modeling.

Snowball sampling

Snowball sampling is a non-probability sampling procedure where additional respondents are identified and selected on the basis of referrals from initial respondents. It tends to be used where the population of interest is small or difficult to identify.

Social media analytics

The use of data from social media platforms to understand consumer behavior and sentiment, as well as to track the performance of campaigns or products. It provides insights into online conversations and trends.

Spearman's rank-order correlation

Spearman's rank-order correlation, often referred to as Spearman's rho , is a non-parametric statistical measure used to assess the strength and direction of the relationship between two ordinal variables. This technique is particularly valuable in market research when dealing with ranked data or when the relationship between variables may not be linear. It works by converting the raw scores of each variable into ranks and then calculating the correlation between these ranks. The resulting correlation coefficient ranges from -1 to +1, where -1 indicates a perfect negative correlation, +1 a perfect positive correlation, and 0 no correlation. Spearman's correlation is robust to outliers and doesn't require the assumption of normally distributed data, making it a versatile tool for analyzing various types of ordinal data in market research, such as customer satisfaction ratings, preference rankings, or Likert scale responses.

Split half reliability

Measures the internal consistency of a summated rating scale and refers to the consistency with which each item represents the overall construct of interest. The method involves randomly dividing the various scale items into two halves.

Standard deviation

A measure of dispersion that calculates the average distance that the values in a data set are away from the mean. It provides a measure of how spread out the data is.

Stapel scales

A scaling approach which is a variation of the semantic differential scaling approach. It uses a single descriptor and 10 response categories with no verbal labels.

Stimulus materials

Materials used in group discussions and individual depth interviews to communicate the marketer or advertiser's latest creative thinking for a product, packaging, or advertising to the respondents.

Stratified random sampling

A probability sampling procedure in which the chosen sample is forced to contain potential respondents from each of the key segments of the population. It ensures representation of all important subgroups.

Structural Equation Modelling

A statistical technique for testing and estimating causal relationships, using a combination of statistical data and qualitative causal assumptions. It allows for the construction of variables which are not measured directly.

Structured observation

A research approach where observers use a record sheet or form to count phenomena or to record their observations. It provides a systematic way of collecting observational data.

System 1 & System 2 thinking

A concept in psychology that describes two different ways the brain forms thoughts. System 1 is fast, instinctive, and emotional; System 2 is slower, more deliberative, and more logical. This concept is applied in market research to understand consumer decision-making processes.

Systematic sampling

A probability sampling approach similar to a simple random sample but which uses a skip interval (i.e., every nth person) rather than random numbers to select the respondents.

A hypothesis test about a single mean if the sample is too small to use the Z test. It's commonly used to determine if there is a significant difference between the means of two groups.

Tabular method of analysis

A method for analyzing qualitative research data using a large sheet of paper divided into boxes. It allows for systematic organization and comparison of qualitative data.

Test-retest reliability

Measures the stability of rating scale items over time. Respondents are asked to complete scales at two different times under as near identical conditions as possible.

Text Mining

The process of deriving high-quality information from text. It involves the discovery of patterns and trends in large volumes of unstructured text data.

Trend Analysis

A technique used to analyze the direction and rate of change in data over time. It's used to predict future values based on historical data.

Triangulation

Using a combination of different sources of data where the weaknesses in some sources are counterbalanced with the strengths of others. It increases the validity and reliability of research findings.

TURF (Total Unduplicated Reach and Frequency)

An analysis used for providing estimates of media or market potential and devising optimal communication and placement strategies. It's particularly useful for deciding on product ranges or media mixes.

Type I error

A Type I error, also known as a "false positive," is a fundamental concept in statistical hypothesis testing that has significant implications for market research. It occurs when a researcher incorrectly rejects a true null hypothesis, essentially concluding that there is a significant effect or relationship when, in reality, there isn't one. The probability of committing a Type I error is denoted by alpha (α), which is typically set at 0.05 or 0.01 in market research studies. This means that researchers accept a 5% or 1% chance of falsely detecting an effect. Type I errors can lead to misguided business decisions, such as implementing ineffective marketing strategies or product changes based on falsely perceived consumer preferences. To mitigate this risk, researchers must carefully consider their significance levels and sample sizes, and potentially employ multiple testing corrections when conducting numerous statistical tests simultaneously.

Type II error

A Type II error, also known as a "false negative," is a crucial concept in statistical hypothesis testing within market research. It occurs when a researcher fails to reject a false null hypothesis, essentially concluding that there is no significant effect or relationship when, in reality, one does exist. The probability of committing a Type II error is denoted by beta (β), and its complement (1-β) represents the power of the statistical test. Type II errors can have serious implications in market research, potentially leading to missed opportunities or overlooked insights. For instance, a company might fail to detect a genuine consumer preference or market trend, resulting in lost competitive advantage. To reduce the risk of Type II errors, researchers often increase sample sizes, choose more sensitive statistical tests, or adjust the significance level, balancing this against the risk of Type I errors. Understanding and managing both types of errors is essential for conducting robust and reliable market research.

See Population of interest.

Unstructured questions

See Open-ended questions.

Usability Testing

A technique used to evaluate a product by testing it with representative users. It's often used for websites, apps, and software to identify any usability problems and collect qualitative and quantitative data . Read more about usability testing on Prolific .

User generated content (UGC)

Online material such as comments, profiles, photographs that is produced by end users. It can be a valuable source of insights in market research.

UX (User Experience)

Refers to the overall experience of a person using a product or service, including the design, functionality, and ease of use. UX research is used to understand how people interact with a product, website, or service, and to identify areas for improvement.

Whether the subject requiring to be measured was actually measured. It's a crucial concept in ensuring that research findings are meaningful and accurate.

Verification

The process of checking and verifying the accuracy and reliability of data collected during research. This includes reviewing data for errors, inconsistencies, and missing information.

Viewing rooms

Specialist facilities/locations for group discussions. They are set out in the form of a boardroom or living-room setting with video cameras or a large one-way mirror built into one wall.

Virtual reality

Technology that can be used in market research to create immersive experiences for consumers, allowing researchers to gather data on how consumers interact with products and brands in a simulated environment.

VoC (Voice of Customer)

A research method used to collect customer feedback. It captures how customers feel about a business, product, or service, providing insights that can help create a stronger customer experience.

Refers to the second generation of the World Wide Web, characterized by the shift from static websites to dynamic, interactive, and user-generated content. It has significant implications for online market research.

Refers to the next generation of the World Wide Web, characterized by the integration of artificial intelligence, machine learning, and the decentralized web. It aims to create a more intelligent, rich, and interconnected web.

Web scraping

A technique used in market research to gather large amounts of data from the internet, such as information on prices, product reviews, or social media sentiment. This data can then be used to gain insights into market trends and consumer behavior.

The process of adjusting the value of survey responses to account for over- or under-representation of different categories of respondent. It's used to make the sample more representative of the population.

Word association tests

A projective technique that involves asking respondents what brands or products they associate with specific words. It's useful for understanding brand imagery and building rapport in group discussions.

A visual depiction of words used by respondents in qualitative research, open-ended survey questions, or content appearing on social media or reviews. The font size of the words is determined by the frequency of use.

A hypothesis test about a single mean where the sample size is larger than 30. It's used when the population standard deviation is known and the sample size is large.

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A Guide to Market Research Terminology For Beginners

A Guide to Market Research Terminology For Beginners

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Discover your competitors' strengths and leverage them to achieve your own success

If you’re aiming to become a pro in market research, it all starts with getting familiar with key market research terminology.

Knowing the main market research terms helps you gather, analyze, and make sense of data that tells you how markets operate, what consumers are thinking, and what your competitors are up to.

According to a report by Hanover Research , market research is a game-changer for businesses, with 80% of companies using it to get insights into brand performance, customers, industry trends and the competition.

This market research glossary is here to break down the jargon, making complex market data easier to understand and use in your decision-making. We’ll dive into some of the main market research terms and their deeper meanings to boost your market research know-how.

Affinity groups

Affinity groups are made up of people who share common interests or demographics, and they’re key to shaping smart marketing strategies. These groups are the foundation that helps researchers figure out which approaches will click with different segments of a bigger target audience.

By understanding affinity groups, marketers can fine-tune their campaigns to better meet the specific needs and desires of each group.

Brand awareness

Brand awareness is all about how well people know and remember your brand’s name. If your brand has high awareness, it usually means your advertising is working and you’ve got a strong presence in the market. This makes it easier to launch new products and attract loyal customers.

You can track brand awareness via surveys and analytics tools to see how often your brand is recognized and talked about by consumers.

Behavioral data

Behavioral data importance

Behavioral data gives you a peek into what consumers are actually doing—like their buying history or online activity. It is incredibly useful when trying to analyze trends and guide business decisions.

By predicting what your customers might do next, you can ramp up your marketing efforts, boost engagement, and drive conversions. Whether it’s tweaking your brand image to fit your audience or personalizing the user experience, behavioral data helps you stay one step ahead.

Benchmarking

Benchmarking is all about comparing your company’s performance with industry standards or your competitors to see where you stand. It covers things like financial results, customer satisfaction, and operational efficiency, among others.

Benchmarking isn’t a one-and-done deal, however, it’s an ongoing process that helps you keep your competitive advantage .

Brand equity

Brand equity is the extra value a brand adds to a product because of how customers perceive it and their loyalty to it. Strong brand equity often boosts sales and market share, thanks to factors like customer loyalty, brand awareness, associations, and perceived quality.

When a brand has high equity, it gives the company a competitive edge—people are usually willing to pay more for a branded product over a generic one.

Brand loyalty

Top players in the pets and animals industry

Brand loyalty shows how often customers stick with the same brand over competing products. It’s a sign of how much trust and satisfaction the brand has built with its audience. Brand loyalty usually comes from delivering consistent quality and keeping strong relationships with customers.

Brand strength

Analyze brand strength in the pets and animals industry

Brand strength measures how well a brand can keep its customers and attract new ones, helping it stay solid in the market.

A strong brand can charge higher prices and handle competition more easily. Building brand strength takes time and comes from things like smart branding, quality products, great customer service, effective advertising, and clear communication.

Brand tracking

Brand tracking is an ongoing process that helps you keep tabs on how people see and feel about your brand.

The goal is to catch any shifts in perception and performance so you can make adjustments and keep things on track. Key metrics include brand recall, recognition, and sentiment analysis. These insights come from surveys, focus groups, and more recently, social media monitoring.

Churn rate is the percentage of customers who stop using a product or service over a certain period. A high churn rate usually means there are issues with customer satisfaction and retention.

To lower churn, you need to figure out why customers are leaving and fix those problems — whether it’s improving the product, offering better customer support or providing incentives to keep them loyal.

Cluster analysis

Cluster analysis is a way to group people based on shared characteristics. It’s a handy tool for market segmentation and targeted marketing. By sorting a market into distinct clusters, businesses can tailor their products, services, and messaging to fit each group’s specific needs.

Consumer insights

Consumer insights report

Consumer insights are deeper insights drawn from data about customers: their preferences, behaviors and motivations. These insights help shape product development and marketing strategies.

By tapping into consumer insights, companies can stay on top of changing customer needs, create more effective marketing messages and enhance the overall customer experience.

Consumer journey

The consumer journey is the entire experience a customer has with a brand—from the first time they hear about it to when they make a purchase and beyond. Journey mapping helps companies pinpoint key moments along the way where they can improve the customer experience.

By using these maps, businesses can figure out how to make the process smoother and more satisfying for their customers.

Consumer panel

Consumer panels are groups of people who are recruited to take part in multiple research studies over time. By gathering data from them repeatedly, researchers can track changes in their opinions and behaviors. The long-term data from these panels helps spot trends and patterns as they develop over time.

Consumer segmentation

Consumer segmentation is all about dividing customers into groups based on shared traits. This helps businesses create marketing messages that better connect with each group. Segments are often based on things like demographics, behaviors, psychographics or where people live.

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Control group

A control group is a group used in studies to compare against the experimental groups to see how an intervention or change affects them. It’s crucial to make sure the conclusions about the tested variable are valid.

Control groups are key in experimental research because they help researchers focus on the specific effects of what they’re testing.

Correlational research

Correlational research examines the relationship between two or more variables. It helps predict what might happen based on current data and spot any trends. While correlation doesn’t always mean causation, it’s a useful way to identify possible connections that can be explored further through more testing.

Customer retention

Customer retention is all about the efforts a company makes to keep its customers happy and coming back for more. It’s crucial because a loyal group of returning customers is way more profitable than constantly chasing new ones.

Retention strategies can include things like loyalty programs, personalized communication, proactive support, and staying engaged with customers through different channels.

Data collection

Data collection illustration

Data collection is how you gather info to answer research questions. Getting good data is crucial for solid, actionable results. You can collect data through surveys, interviews, observational studies, or even digital analytics. The key is making sure the data is accurate and reliable so your research findings hold up.

Data visualization

Data visualization is the process of turning data into visuals like charts and graphs. You can use tools like bar charts, line graphs, and heat maps to make data easier to understand. Visualizing data helps researchers share their findings clearly and effectively with stakeholders.

Demographic segmentation

Petco demographic segmentation

Demographic segmentation splits a market into groups based on things like age, gender, income, education, and occupation. This helps businesses tailor their marketing to a specific group.

Understanding the demographics of potential customers lets companies create campaigns that are more relevant and likely to resonate.

Descriptive research

Descriptive research aims to give a detailed picture of a population or phenomenon. It helps you get a solid understanding of a subject, which can be a great starting point for deeper research. This type of research can use both quantitative methods or qualitative ones, like case studies and content analysis, to gather insights.

Desk research

Desk research , also known as secondary research, is all about summarizing and pulling together existing data. It’s usually a budget-friendly way to start research and is often done before jumping into primary research. Sources for this kind of data can include things like academic journals, industry reports, government publications and online databases.

Exploratory research

Exploratory research is the first step in digging into a complex problem to better understand it. It usually involves qualitative methods to get some early insights. This type of research helps you get a handle on an issue, build hypotheses, and set the stage for more in-depth studies.

Ethnographic research

Ethnographic research is a qualitative method where you study people in their natural environments. It gives deep insights into consumer behavior and cultural influences. This kind of research often involves methods like observing or even participating in the daily lives of the people being studied, with researchers fully immersing themselves in the culture and social world of their subjects.

Focus group

Focus group illustration

A focus group is a small, moderated discussion where people talk about a specific topic. It’s a great way to gather qualitative insights on opinions and perspectives, which can help with decision-making. The conversation can get pretty lively, and participants often share a range of views, uncovering deeper attitudes, motivations, and concerns.

A heat map is a visual way to represent data using different colors to show varying values. It’s great for spotting patterns and is often used on websites to track where people click, in marketing to map geographic data, or in research to show where attention is focused.

Hypothesis testing

Hypothesis testing is a statistical method used to see if the data you’ve collected supports your hypothesis. It helps you make assumptions and decisions by comparing what you observed to what you expected. This process lets you evaluate and fine-tune your hypothesis.

Market analysis

Pets and animals market overview

Market analysis is all about studying market conditions to find opportunities and spot potential threats. It helps businesses make smart decisions about their strategies. This involves looking at things like market size , growth rate, competition, and consumer trends.

Market demand

Market demand measures how much of a product or service consumers are willing and able to buy at different prices. Understanding market demand helps companies forecast sales and plan production. Accurately predicting demand is key for managing inventory, staffing, product choices, and other important business decisions.

Market entry

Market entry is the process of launching a product or service in a new market. To do it successfully, you need to carefully evaluate the market, including your target audience, competitors, regulations, and whether your product will be a good fit.

Market intelligence

Market intelligence is all about continuously gathering and analyzing information about the markets where a company operates. It helps businesses make strategic decisions and stay competitive by tracking market trends, competitor actions, and customer behavior, allowing them to quickly adapt to changes.

Market mapping

Market mapping is a visual way to show where different market players stand in relation to each other. It typically uses factors like price, quality, and target customers to map out both competitors and customers.

This helps businesses get a clear view of the competitive landscape, see who their main competitors are, what strategies they’re using, and spot any gaps in the market.

Market penetration

Market penetration measures how well a product or service is known and bought by its target market. A high market penetration means the product has been marketed successfully and is widely accepted by consumers. You can boost market penetration by offering competitive prices, running promotions, improving product features, and expanding distribution channels.

Market potential

Market potential report

Market potential measures the total demand in a market over a certain period. It helps businesses spot growth opportunities and figure out how to allocate resources wisely. To assess market potential, you’ll look at factors like market size, your target audience, the competitive landscape , and any regulatory influences.

Market research surveys

A market research survey is a questionnaire used to gather data from people. Market research surveys help businesses understand consumer preferences and spot market trends. Surveys can be done in different ways, like online, over the phone, or in person.

Market saturation

Market saturation occurs when a market is fully served by a product, leaving no room for growth. To maintain market share and boost sales, companies need to innovate. Saturation can also increase competition, which often leads to price wars and lower profit margins.

Market segmentation

Market segmentation is the process of breaking down a large market into smaller groups of consumers who share similar characteristics. By understanding these segments, businesses can target their marketing more effectively.

Common ways to segment a market include demographics, psychographics, behavior, and location.

Market sizing

Market sizing is all about estimating the total size of a market, whether in terms of sales volume or potential revenue. These estimates help businesses plan and decide where to invest. They’re usually based on analyzing industry reports, economic indicators, and how competitors are performing.

Market share

Pets and animals market share breakdown

Market share refers to the percentage of total sales a company or product holds in a market. A high market share shows strong performance and an edge over competitors. Companies with a large market share often benefit from lower costs due to economies of scale and have loyal customers, giving them a competitive advantage.

Marketing mix

The marketing mix is the set of controllable factors—product, price, place, and promotion—that a company uses to reach its marketing goals. A balanced, properly distributed marketing mix underpins a successful marketing campaign.

These four Ps are the foundation of any marketing strategy, and when they’re well-coordinated, they create a consistent experience that resonates with the target audience and helps achieve business objectives.

Niche market

A niche market is a specific, well-defined part of the market that a company’s products or services are perfect for. By targeting niche markets, companies can cater to consumers with unique needs that aren’t being met by others, which helps them stand out and offer something different from the competition.

Predictive analytics

Predictive analytics is a method that uses past data and trends to make predictions about the future. Companies use it to forecast demand , improve operations, and create personalized marketing. Predictive modeling works by spotting patterns in historical data through statistical algorithms and machine learning.

Primary data

Primary data is data you collect yourself specifically for your research. It’s original and gathered for the exact purpose you have in mind. Primary data is super valuable because it helps you directly understand the behaviors or patterns you’re interested in. You can collect it through surveys, interviews, experiments, or observations.

Primary research

Primary research is when you conduct your own original study to gather data. This usually involves surveys, interviews, or experiments. It’s important because it gives you direct insights into a specific problem or trend you want to explore.

Qualitative data

Qualitative data is non-numerical info that gives insight into consumers’ opinions, motivations, and behaviors. It’s usually collected through focus groups, interviews, and observations. Businesses use this kind of data to dig deeper into why people make certain decisions and understand the bigger picture.

Qualitative research

Qualitative research focuses on exploring the qualities and characteristics of a subject, often using methods like focus groups and interviews. It adds depth and context to quantitative data and helps you understand the “why” behind consumer attitudes and behaviors. It’s also great for generating hypotheses or exploring new insights.

Quantitative data

Quantitative data about website performance

Quantitative data is numerical info collected through structured methods like surveys and experiments. It can be analyzed statistically to spot patterns and trends. This type of data gives you a clear, numbers-based view of what consumers think about your product or company, helping you make data-driven decisions.

Quantitative research

Quantitative research uses structured tools like surveys and questionnaires to gather measurable data. It then applies statistical analysis to find patterns or relationships in the info collected.

This kind of research is great for backing up a hypothesis with hard numbers. For example, if a company wants to know how many customers prefer a specific product feature, quantitative research will give them the numbers they need.

Questionnaires

A questionnaire is a set of standardized questions aimed at gathering specific information from users consistently. You can ask these questions in writing, over the phone during an interview, or even online. For example, a customer satisfaction questionnaire might ask users to rate their experience on a scale from 1 to 10.

Sample size

Sample size refers to the number of people participating in a survey. A larger sample size helps reduce the margin of error, meaning more respondents lead to more reliable results. For instance, a survey with 50 responses might give you some basic insights, but a survey with 1,000 people will provide much more trustworthy data, leading to better business decisions.

Secondary data

Secondary data is information that’s already been collected and is used to back up new research findings. Examples include government reports, past studies, and historical records. Since it’s a cost-effective way to gather info, secondary data is often used instead of primary data.

Secondary research

Secondary research involves examining data that has already been collected, be it an academic paper in a journal, an industry report or an online database, in order to answer a new set of research questions or to validate the findings of primary research.

This research helps identify where knowledge already exists, and more importantly where there might be a gap.

Segmentation analysis

Petco traffic share by country

Segmentation analysis is all about pinpointing specific subsets of a market that are unique, addressable, and self-contained. This helps businesses target particular audience groups within the larger market. For example, a company might segment its market by geographical location and age to tailor its advertising campaigns for those specific subgroups.

Target audience

The target audience is the specific group of people a business aims to reach with its products, services, or marketing efforts. Knowing who you’re targeting is key for effective communication and marketing. For instance, a company that makes eco-friendly products might tailor its sales pitch and product features to appeal to environmentally-conscious consumers who prioritize sustainability.

Target market

The target market is the broader segment of the population for which a product or service is designed, including both the target audience and potential customers. Understanding your target market is essential for developing effective marketing strategies.

It helps businesses create and position their products and services, set prices, and run promotions that meet the diverse needs, wants, and preferences of this larger group.

Trend analysis

Trend analysis helps you track how data changes over time, making it easier to spot recurring patterns. This allows businesses to position themselves ahead of consistent movements in the market or shifts in consumer behavior.

For example, if historical data shows that more consumers are moving towards online shopping, a business can allocate more resources to boost its e-commerce platform in response to that trend.

The path to informed decisions

Understanding market research terms is key to doing thorough and accurate research, which leads to better business decisions. As you familiarize yourself with these terms and apply them to your projects, you’ll start thinking more critically about your research, ultimately leading to more effective outcomes.

Knowing market research terms isn’t just a bonus; it’s an essential skill. It ensures your research is both comprehensive and impactful.

Dive into the world of market research

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by Monique Ellis

Content Marketing Manager

Monique, with 7 years in data storytelling, enjoys crafting content and exploring new places. She’s also a fan of historical fiction.

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Glossary of market research terms

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Access panels.

A database of individuals who have agreed to be available for surveys of varying types and topics. Rising rates of refusals and non response, make it more difficult to recruit for a single survey, therefore sampling from a pool of potentially willing marketing research respondents can be seen as an appropriate way of saving time and money.

Accompanied shopping

A specialised type of individual depth interview, which involves respondents being interviewed while they shop in a retail store and combines observation with detailed questioning.

Alternative hypothesis

The hypothesis where some difference or effect is expected (i.e. a difference that cannot occur simply by chance).

Ambiguous question

A badly constructed question which results in respondents and researchers reading different meanings into what is being asked, resulting in inappropriate or unexpected answers.

A type of stimulus material where key frames for a television advertisement are drawn or computer generated with an accompanying sound track.

Annotation method

An approach taken to analyse qualitative data using codes or comments on the transcripts to categorise the points being made by respondents.

Analysis of variance. A test for the differences among the means of two or more variables.

Area sampling

A type of cluster sampling in which the clusters are created on the basis of the geographic location of the population of interest.

Artificial Intelligence (AI)

The use of computer algorithms and systems to simulate human intelligence and perform tasks such as data analysis or decision making. See Machine Learning, which is a major subset of AI.

Audience's thinking sequence

The sequence of thoughts that people go through when they are being communicated with.

An examination and verification of the movement and sale of a product. There are three main types: wholesale audits, which measure product sales from wholesalers to retailers and caterers, retail audits, which measure sales to the final consumer, and home audits, which measure purchases by the final consumer.

A chart which uses a series of bars that may be positioned horizontally or vertically to represent the values of a variety of items.

In a cross tabulation, the base defines the total size of the sample or subsamples on which percentages are calculated.

Bayes' theorem

Bayes' theorem is a mathematical formula that provides a way to update the probability of an event based on new information. In market research, Bayes' theorem can be used to estimate the likelihood of a target audience having a certain characteristic, given data on prior behaviours or characteristics. For example, if we have prior data suggesting that 30% of females are likely to purchase a certain product, and we also have data suggesting that 60% of people who purchase that product are female, we can use Bayes' theorem to estimate the likelihood that the product will be purchased.

Beauty parades

The procedure of asking a number of agencies to present their proposals verbally to the client company. The procedure is used to assist clients in selecting the research agency that will undertake a research project.

Behavioural science

Behavioural science is an interdisciplinary field that applies theories and techniques mainly from psychology, but also from economics, sociology, and anthropology. Researchers often use behavioural science to uncover what consumers value and to provide solutions to pricing, choice architecture (nudge theory), perceptions and behaviours that are often difficult to gather using traditional research methods. Also see System 1 and System 2 thinking.

A term to describe the significant volume and variety of data available to organisations and the increased frequency in which they are generated.

Biometrics refers to the use of physiological or behavioural characteristics to identify and verify a person's identity. These characteristics include fingerprints, facial recognition, voice recognition, and signature analysis. Biometrics is increasingly being used in market research studies as a way to authenticate survey respondents.

"An abbreviated title for the term web log, meaning a frequent, chronological publication of personal thoughts and ideas. Twitter is a form of microblogging service that allows an individual to publish their blog type opinions and ideas in short Tweets ( text-based messages of up to 140 characters)."

Brand Equity Modelling

Brand Equity is ultimately the strength of the brand. But there are many different views on what Brand Equity is and how to measure it within surveys. Brand Equity modelling is the creation of a Brand Equity measure, and also any Key Driver analysis to determine what drives Brand Equity (e.g. which brand imagery statements are most related to Brand Equity).

Brand fit measures the fit of a brand’s profile of product qualities with the desirability of these qualities within a segment. For example, if a brand performs well on criteria that are important to a particular segment, then that brand will have a good fit with the segment. A very helpful analysis for optimising brand positioning.

Brand mapping

A projective technique which involves presenting a set of competing brand names to respondents and getting them to group them into categories based on certain dimensions such as innovativeness, value for money, service quality and product range.

Brand personalities

A projective technique which involves respondents imagining a brand as a person and describing their looks, their clothes, their lifestyles, employment, etc.

Brand Price Trade Off

Brand Price Trade Off is a technique used for establishing brand and price preferences. Respondents are presented with a set of branded products priced at the lowest possible price point for each of the brands in question. The respondent is asked to select which products they’d choose. The price of the product selected is increased to the next level, and they are then asked again which product they’d choose. This process is repeated until a product reaches its maximum price and is still selected. Competitive demand curves can be created as well as specific price scenario testing.

Canonical Correlations

A statistical technique used to identify how much one set of independent variables (e.g. Age, Gender, Social Class) drives another set of dependent variables (e.g. Snack Choice). It is particularly useful when there are multiple dependent variables or the variables are categorical (e.g. Age, Gender etc.). It can also be used within segmentation, for example to segment on the relationship between attitudes and behaviours.

CAPI stands for Computer-assisted personal interviewing. Where laptop computers, tablets or mobile devices are used rather than paper-based questionnaires for face-to-face interviewing.

A car clinic is a type of market research method that is used in automotive research to gather information about consumer preferences and to identify potential issues or problems with a vehicle before it goes into production. During a car clinic, participants are invited to a facility where they can interact with a pre-production or prototype vehicle, and provide feedback on aspects like design, features, and functionality. Car clinics are typically conducted with a small group of participants.

Cartoon completion

A projective technique which involves a cartoon that the respondent has to complete. For example, the cartoon may show two characters with balloons for dialogue. One of the balloons sets out what one of the characters is thinking or saying, while the other is left empty for the respondent to complete.

Computer-assisted telephone interviewing. CATI involves telephone interviewers typing respondent's answers directly into a computer-based questionnaire rather than writing them on a paper-based questionnaire.

Completely automated telephone interviews which use interactive voice technology and require no human interviewer. Respondents answer the closed-ended questions with their touch tone telephone.

Causal research

Research that examines whether one variable causes or determines the value of another variable.

CAWI stands for Computer-assisted web interviewing. Also known as online interviewing. CAWI involves a respondent filling in a self-completion questionnaire, with questions and answers appearing on their screen, delivered by the Internet.

Research which involves collecting data from every member of the population of interest.

CHAID (CHi-Squared Automatic Interaction Detection)

CHAID is a type of decision tree technique, based upon significance testing. It can be used to create rules to classify future respondents into identified groups using a number of different questions, or detecting interrelationships between different questions. For example, the combination of age and gender helps to further explain the different types of snacks that people consume.

A web-based platform that can be used for online focus groups where individuals are recruited who are willing to discuss a subject online usually using text.

Chatbot survey

A Chatbot survey is a traditional survey presented to the respondent in the form of an online conversation. Instead of answering static questions, the respondents are invited to engage in a conversational exchange or chat.

A statistical test which tests the 'goodness of fit' between the observed distribution and the expected distribution of a variable.

Choice-Based Conjoint

Choice-Based Conjoint is a specific type of conjoint analysis where respondents are asked to make a choice between different sets of products/services, to derive the overall appeal of each component part. This is given either as a discrete choice, or as a chip-allocation style response (e.g. number out of 10 next purchases allocated to each product/service).

Closed question

A question that requires the respondent to make a selection from a predefined list of responses. There are two main types of closed questions: dichotomous questions with only two potential responses and multiple response questions with more than two.

Cluster analysis

"Cluster analysis is the statistical term for the creation of segments – the process of dividing markets into groups that are similar to each other, but different to the other groups. There are a number of different ways to segment, the two most common being: Consumer Segmentations – used to understand which consumers to target and service with distinct marketing propositions, or to tailor brands, products, pricing, communication to specific groups and make more effective use of marketing resource. Occasion-Based Segmentations – used to understand Needs on different occasions (e.g. Had a coffee to wake up in the morning, or had a social coffee with friends after work) in order to help with new product development in repertoire markets, or for brand positioning for clients with multiple brands."

Cluster sampling

A probability sampling approach in which clusters of population units are selected at random and then all (one-stage cluster sampling) or some (two-stage cluster sampling) of the units in the chosen clusters are studied.

The procedures involved in translating responses into a form that is ready for analysis. Normally involves the assigning of numerical codes to responses.

Coefficient alpha

See Cronbach alpha

Coefficient of determination

Measure of the strength of linear relationship between a dependent variable and independent variables.

Concept boards

A type of stimulus material which uses a set of boards to illustrate different product, advertising or pack designs.

Confidence level

The probability that the true population value will be within a particular range (result +/– sampling error).

Conjoint analysis

"An abbreviation of “consider jointly”, Conjoint Analysis is a powerful statistical technique to understand what combination of a limited number of attributes or features is most influential in the consumer’s decision-making process. Conjoint Analysis is a multivariate technique based on the idea that when choosing a product or service, people will trade off features simultaneously. This process is replicated within a respondent exercise – a number of scenarios are shown where respondents are asked to express choice or preference amongst a set of products/services comprising of different combinations of attributes levels. A model is created from the resulting data to simulate “what if” scenarios and to assess to impact of each attribute in the decision-making process. Conjoint analysis is often used in concept testing studies, and pricing research."

Constant sum scales

A scaling approach which requires the respondent to divide a given number of points, usually 100, among a number of attributes based on their importance to the individual.

Construct validity

An analysis of the underlying theories and past research that supports the inclusion of the various items in the scale. It is most commonly considered in two forms, convergent validity and discriminant validity.

Content analysis

The analysis of any form of communication, whether it is advertisements, newspaper articles, television programmes or taped conversations. Frequently used for the analysis of qualitative research data.

Content analysis software

Software used for qualitative research which basically counts the number of times that pre-specified words or phrases appear in text.

Content validity

A subjective yet systematic assessment as to how well a rating scale measures a topic of interest. For example a group of subject experts may be asked to comment on the extent to which all of the key dimensions of a topic have been included.

Continuous research

See Longitudinal research.

Contrived observation

A research approach which involves observing participants in a controlled setting.

Convenience sampling

A non-probability sampling procedure in which a researcher's convenience forms the basis for selecting the potential respondents (i.e. the researcher approaches the most accessible members of the population of interest).

Convergent validity

A measure of the extent to which the results from a rating scale correlate with those from other scales or measures of the same topic/construct.

Text files placed on a user's computer by web retailers in order to identify the user when he or she next visits the website.

Correlation

A statistical approach to examine the relationship between two variables. Uses an index to describe the strength of a relationship.

Cost per complete (CPC)

CPC is a common term in quantitative research for the price you pay per completed survey. This calculation usually includes the cost of the sample that will be invited to take the study, any associated fielding costs, plus the cost of using the survey software for the collection.

Critical path method (CPM)

A managerial tool used for scheduling a research project. It is a network approach that involves dividing the research project into its various components and estimating the time required to complete each component activity.

Cronbach Alpha

A statistical test used to measure the split half reliability of a summated rating scale. Also known as coefficient alpha.

Cross tabulation (crosstab)

Cross tabulation (or "crosstab" for short) is a technique used to analyse and compare the relationship between two or more variables. Crosstabs involve creating a table that shows the distribution of one variable (the "row variable") across the different categories of another variable (the "column variable"). The cells in the table show the number and/or percentage of respondents who fall into each combination of categories for the row and column variables. Crosstabs help to quickly identify patterns and relationships in the data, and can be used to compare subgroups of the sample or detect differences and similarities between groups.

Cross-sectional research

Research studies that are undertaken once only involving data collection at a single point in time providing a 'snapshot' of the specific situation. The opposite of longitudinal research.

Customer database

A manual or computerised source of data relevant to marketing decision making about an organisation's customers.

CX stands for Customer Experience. Customer experience refers to how customers feel or perceive all aspects (touchpoints) when they buy goods or services or interact with a business.

Data analysis errors

Non-sampling errors that occur when data is transferred from questionnaires to computers by incorrect keying of information.

Data cleaning

Computerised checks made on data to identify inconsistencies in the data and to check for any unexplained missing responses.

Data conversion

The reworking of secondary data into a format that allows estimates to be made to meet the researcher's needs.

Data fusion

Data fusion is the process of combining multiple data sources into a single, comprehensive representation of information. In the context of market research, data fusion can be used to combine different data sets collected from different sources, such as customer surveys, sales data, and social media analytics, in order to gain a more complete and accurate understanding of consumer behaviour and market trends.

A data level refers to the type of data to be analysed in a hierarchical survey. An example might be a healthcare study, where you have interviewed a number of doctors who have provided information regarding many patients, who have been prescribed a range of therapies/drugs. Analysis of the survey results could then be based at the doctor, patient or the therapy level.

Data mining

Data mining is the process of discovering patterns and knowledge from large amounts of data, by using techniques such as statistical analysis, machine learning, and database systems. The goal of data mining in market research is to extract useful insights and make data-driven decisions that can inform marketing strategies, product development, and other business initiatives.

Data validation

The verification of the appropriateness of the explanations and interpretations drawn from qualitative data analysis.

Degrees of freedom (d.f.)

The number of observations (i.e. sample size) minus one.

Depth interview

Descriptive statistics.

Statistics that help to summarise the characteristics of large sets of data using only a few numbers. The most commonly used descriptive statistics are measures of central tendency (mean, mode and median) and measures of dispersion (range, interquartile range and standard deviation).

Desk research

See Secondary research

A dial test is a continuous measurement tool used to gather feedback from participants when watching or listening to content media, such as an advertisements, broadcasts or speeches. Participants indicate their continuous level of agreement/like or disagreement/dislike with the content being presented. In the past this used to be a physical dial (hence the name), but is now usually done online using a slider control. The dial or slider movements are captured and plotted over time to provide an insight into the participants' reactions and help assess their emotional engagement with the content being tested.

Dichotomous questions

Questions with only two potential responses (e.g. Yes or No).

Discriminant analysis

Discriminant analysis uses the responses to a set of questions (e.g. attitudes) to predict existing group membership (e.g. segments). The output can then be used to classify future respondents into the same groups using their responses to the same set of questions. Similar to CHAID, but used when all independent variables are scales.

Discriminant validity

A measure of the extent to which the results from a rating scale do not correlate with other scales from which one would expect it to differ.

Discussion guide

A discussion guide is used to structure and direct focus groups or depth interviews with participants. It serves as a guide for the facilitator or interviewer, providing questions, topics, and prompts to cover during the discussion. The purpose of a discussion guide is to ensure that the conversation stays focused on the research objectives, while also allowing for natural and spontaneous dialogue. Also known as a Topic list.

Disproportionate stratified random sampling

A form of stratified random sampling (See Stratified random sampling) where the units or potential respondents from each population set are selected according to the relative variability of the units within each subset.

Do-It-Yourself (DIY) research

DIY, or "Do-It-Yourself," refers to market research methods that can be conducted without the assistance of professional researchers. This type of market research can help businesses to make informed decisions about their products, services, and marketing strategies and is typically more cost-effective and faster than traditional market research. Examples include templated (standardised) methodologies for product and concept testing. DIY is sometimes also know as self-serve research.

Double opt-in (DOI)

A double opt-in (DOI) panellist refers to a person who has agreed to join a research panel and has confirmed their agreement through a two-step verification process. The first step involves providing their email address or other contact information and agreeing to participate in the panel. The second step involves reconfirming their agreement by clicking on a link sent to their email address or by responding to a text message. This process helps to ensure that the panellist has given explicit consent to participate in the research panel and that their contact information is accurate and authentic.

Double-barrelled question

A badly constructed question where two topics are raised within one question.

Doughnut chart

A form of pie chart which allows different sets of data (e.g. for different years) to be shown in the same chart.

Emotion recognition

Emotion recognition is the use of AI algorithms to detect and interpret human emotions, often through analysis of facial expressions, voice, or text.

Ethnography

Ethnography is a research method made for investigating cultural practices, rituals, consumer behaviour, routines and social norms. It helps to unearth previously unseen opportunities through looking at people's worlds in an authentic way, through putting behaviour at the heart of the research. Ethnographic fieldwork often involves observation and empathetic interviewing and uses video recordings to create ethnographic films.

Eye tracking

Eye tracking is a method of measuring and analysing where and how people look at visual information. It uses a device, such as a camera or sensor, to track the movements of a person's eyes as they view stimuli. In market research, eye tracking is used to understand how people interact with visual information, such as advertisements, product packaging, and website layouts. It can provide insights into what elements of a design are attracting attention, where people are spending the most time looking, and which elements are being overlooked.

Face-to-face survey

Research which involves meeting respondents face-to-face and interviewing them using a paper-based questionnaire, a laptop computer, tablet or mobile device.

Facial tracking

Facial tracking is a method of measuring and analysing facial expressions and movements. It uses a device, such as a camera or sensor, to capture and track the movements and expressions of a person's face. Facial tracking can provide information on a person's emotions, such as happiness, sadness, anger, and surprise, as well as more subtle changes in expression, such as furrowed brows, tightened lips, and raised eyebrows. In market research, facial tracking is used to understand how people are responding emotionally to advertising, products, and other stimuli.

Factor Analysis

Factor Analysis is a statistical technique to examine the similarities between items in order to identify a more concise summary of themes. For example, from a list of 20 statements on car imagery, we may identify a factor on reliability, design, performance, environment and image. This can be useful for ordering statements in a presentation so that similar statements are presented together, or for data reduction purposes e.g. to focus a segmentation or to take account of bias in questionnaire design that included too many statements from one particular theme.

Focus group

A focus group is a research method used to gather qualitative data through group discussions. Participants are brought together in a moderated group setting to discuss a specific topic, product, or service. The moderator guides the discussion, encouraging participants to share their opinions, experiences, and attitudes. The information collected from the focus group is analysed to gain insights into the attitudes, beliefs, and motivations of the target audience.

Frequency distributions

See Holecounts

Funnel sequence

A sequence for ordering questions in a questionnaire based on moving from the generalities of a topic to the specifics.

Gabor Granger

Gabor Granger is a pricing technique used to understand price elasticity for set products. Respondents are asked how likely they are to purchase a product at a number of different price points. The purchase intention measures can be converted to estimated take-up scores and plotted to establish which price point is most suitable. The technique can be extended to present products within a competitive context.

Galvanic Skin Response (GSR)

Galvanic Skin Response (GSR) is a method of measuring changes in the electrical conductance of the skin, which can indicate changes in emotional arousal. It uses a sensor that is placed on the skin, typically on the fingers or palms, to measure changes in conductance caused by sweat gland activity. When a person is emotionally aroused, sweat gland activity increases, which can lead to changes in the electrical conductance of the skin. In market research, GSR is used to understand people's emotional reactions to advertising, products, and other stimuli. It can provide insights into the effectiveness of advertisements and product packaging, as well as the emotional impact of branding, pricing, and other marketing strategies.

Gamification

Gamification, the process of adding game-like elements to a research activity, is increasingly being used as a way to engage participants and collect data in a more interactive way. For example, a survey is likely to be more engaging with respondents and the data will be gathered in a more natural and less intrusive way, if the survey is engaging, interactive and fun. This should lead to better quality data.

GANTT chart

A managerial tool used for scheduling a research project. It is a form of flowchart that provides a schematic representation incorporating the activity, time, and personnel requirements for a given research project.

Geodemographic profiling

A profiling method which uses postal addresses to categorise different neighbourhoods in relation to buying power and behaviour.

Grounded theory

A set of analysis techniques that were developed in the 1960s by two medical sociologists, Glaser and Strauss(1967). It is more commonly used by academic researchers rather than marketing research practitioners in areas where little is known about a subject or where a new approach to understanding behaviour is required. It is a systematic method of generating theory and understanding through qualitative data collection and analysis.

Group depth interviews

See Focus group

Group moderator

The interviewer responsible for the management and encouragement of participants in a group discussion.

Research undertaken in a central hall or venue commonly used to test respondents' initial reactions to a product, package or concept. Respondents are recruited into the hall by interviewers stationed on main pedestrian thoroughfares nearby. Sometimes known as a Central Location Test (CLT).

Holecounts are defined as the number of respondents who gave each possible answer to each question in a questionnaire. Sometimes known as frequency distributions or topline numbers. The term originally comes from the time when punched cards were used and data was represented with physical holes punched out of the cards.

An assumption or proposition that a researcher puts forward about some characteristic of the population being investigated.

IDI stands for in-depth Interview (sometimes individual depth interview and also simply a depth interview). An IDI is a qualitative research method using a relatively open, discovery-oriented approach to obtain detailed information about a topic from a participant.

IHUT stands for "In-Home Usage Test" which is a market research method that allows consumers to test products in their own homes. Participants in an IHUT study are given a product to use and are asked to provide feedback on its features, benefits, and overall satisfaction. This type of research helps manufacturers and marketers understand how a product will perform in a real-world setting and to identify areas for improvement. Also known as a Placement test.

Impact indices

Impact indices measure the impact any independent variable has on changing a dependent variable. Often used when the independent variables are binary (e.g. Yes/No), it can be used for example to evaluate the impact of different product qualities on preference for the product.

Implicit Association Test (IAT)

An Implicit Association Test (IAT) is a psychological measurement technique used to uncover unconscious biases. It measures a respondent's automatic associations between mental representations of objects in memory and evaluations, attitudes, or stereotypes. The test works by measuring the speed with which people categorise various stimuli, such as words, brands, logos, faces, etc.

Implicit assumption

A badly constructed question where the researcher and the respondent are using different frames of reference as a result of assumptions that both parties make about the question being asked.

Independent samples

Samples in which the measurement of the variable of interest in one sample has no effect on the measurement of the variable in the other sample.

Internal data

Secondary data sourced from within the organisation that is requiring the research to be conducted.

Interquartile range

A measure of dispersion that calculates the difference between the 75th and 25th percentile in a set of data.

Interval data

Similar to ordinal data with the added dimension that the intervals between the values on a scale are equal. That means that when using a scale of 1 to 5, the difference between 1 and 2 is the same as the difference between 4 and 5. However, the ratios between different values on the scale are not valid (e.g. 4 does not represent twice the value of 2).

Interviewer bias

Bias and errors in research findings brought about by the actions of an interviewer. This may be influenced by who the interviewer interviews, how the interview is undertaken and the manner in which responses are recorded.

Interviewer Quality Control Scheme (IQCS)

A quality control scheme for interviewers in the UK. The scheme is aimed at improving selection, training and supervision of interviewers and is jointly run by the Market Research Society, the Association of Market Survey Organisations, the Association of British Market Research Companies, the Association of Users of Research Agencies, and a number of leading research companies.

Judgement sampling

A non-probability sampling procedure where a researcher consciously selects a sample that he or she considers to be most appropriate for the research study.

Key Driver Analysis

"The analysis of the relationship between a dependent variable (e.g. brand strength) and one or more independent variables (e.g. brand imagery statements). Its purpose is to determine whether a relationship exists and the strength of the relationship, and used to help prioritise what to focus on. There are many different statistical techniques that fall under this term, from correlations to Structural Equation Modelling. Different techniques can be applied depending on the objectives, the type of data and how the results will be used."

Kiosk-based survey

A survey often undertaken at an exhibition or trade show using touch screen computers to collect information from respondents. Such computers can be programmed to deliver complex surveys supported by full colour visuals as well as sound and video clips. They can be much cheaper to administer in comparison with the traditional exit survey undertaken by human interviewers.

Kruskal's relative importance analysis

A type of Key Driver Analysis, Kruskals’ relative importance analysis is as an alternative to other techniques such as ordinary regression analysis, which can give misleading results when there is missing data, or when variables are strongly related to each other (which is typical of research data).

Leading question

A badly constructed question that tends to steer respondents toward a particular answer. Sometimes known as a loaded question.

Least filled quota sampling

Least-filled quota sampling is a variation of quota sampling, where the research team attempts to fill the quotas in the most efficient way possible by selecting respondents from the sub-population that has the lowest representation in the sample. This method is used when the research team wants to make sure that the sample is representative of the population, but also wants to minimise the number of respondents needed to fill the quotas.

Least squares approach

A regression procedure that is widely used for deriving the best-fit equation of a line for a given set of data involving a dependent and independent variable.

Lifetime value

The present value of the estimated future transactions and net income attributed to an individual customer relationship.

Likert scale

A Likert scale is a rating scale which requires the respondent to state their level of agreement with a series of statements about a product, organisation or concept. The scale uses the descriptors Strongly agree; Agree; Neither agree nor disagree; Disagree; and Strongly disagree. It is based on a format originally developed by Renis Likert in 1932.

Linear regression

Linear regression is used to find out the relative importance of different drivers in order to re-create a dependent variable. For example, the influence of brand imagery items onto brand appeal.

Logistic regression

Logistic regression is used to find out the relative importance of different drivers in order to re-create a dependent variable when the dependent variable is binary (e.g. Yes/no or Buy/not buy). It is used when the usual linear regression cannot be used, and is particularly useful in propensity modelling.

Longitudinal research

A study involving data collection at several periods in time enabling trends over time to be examined. This may involve asking the same questions on a number of occasions of either the same respondents or of respondents with similar characteristics. Sometimes known as continuous research. Longitudinal surveys are also known as Trackers.

Machine learning

Machine Learning is a subset of AI that involves training computer models to learn from data and make predictions or decisions. Machine learning is increasingly being used in market research in helping to automate much of the classification and analysis of both structured and unstructured data.

Mall intercept interviews

A mall intercept is a type of market research technique where participants are approached in a shopping mall or other public area and asked to participate in a survey or interview. This type of research allows for the collection of data from a diverse and representative sample of consumers in a specific geographic location. Mall intercepts are often used to gather information about consumer attitudes, shopping behaviours, product usage, and other aspects of consumer behaviour. They can be conducted in person, through the use of mobile or tablet devices, and can provide real-time insights into consumer opinions and preferences. Also known as street interviews.

Market Research Online Communities (MROCs)

Market Research Online Communities (MROCs) refer to a group of individuals who are recruited and engaged by a market research company to participate in ongoing research studies, surveys, and discussions about a specific topic or product. These communities often consist of a panel of individuals who have agreed to provide their thoughts, opinions, and feedback on a regular basis over a set period of time. This type of research is often used to gain deeper insights, track brand sentiment, and understand consumer behaviour.

Marketing research

The collection, analysis and communication of information undertaken to assist decision making in marketing.

MaxDiff (Maximum Difference Scaling)

MaxDiff is a technique used to understand relative importance or appeal amongst a list of features/statements. Respondents are asked to compare sets of typically 4-5 features or statements stating which of these are the most and least appealing/important to them. The results give a % appeal/importance score for each item, and can be used to identify which are most popular. Often used to force differentiation, when simple scales may not work as well (e.g. consumers thinking all attributes are important).

MBC (Menu-Based Conjoint)

Menu-based conjoint is a specific type of conjoint analysis able to handle a variety of menu choice situations in which respondents make from one to multiple choices in the process of building their preferred selection. An example situation to which this would apply would be a fast-food restaurant where it’s possible to choose something from the ‘fixed-menu’ section, with some personalisation e.g. choice of side dish - or instead purchasing a series of single items.

The arithmetic average which is calculated by summing all of the values in a set of data and dividing by the number of cases.

Measures of central tendency

Measures that indicate a typical value for a set of data by computing the mean, mode or median.

Measures of dispersion

Measures that indicate how 'spread out' a set of data is. The most common are the range, the interquartile range and the standard deviation.

When all of the values in a data set are put in ascending order, the median is the value of the middle case in a series.

Mixed Mode Studies

Research studies that use a variety of collection methods in a single survey ( e.g. using the same questionnaire online and face to face) in order to improve response rates.

The value in a set of data that occurs most frequently.

Monadic testing

Monadic testing is a survey method where you have several concepts to test, but each respondent only evaluates one concept. Monadic testing is commonly used in the early stages of product or concept development, when researchers are exploring different concepts or ideas and want to gather data on their potential appeal to consumers. See Sequential monadic testing for an alternative approach.

Multi-stage sampling

A sampling approach where a number of successive sampling stages are undertaken before the final sample is obtained.

Multiple discriminant analysis

A statistical technique used to classify individuals into one of two or more segments (or populations) on the basis of a set of measurements.

Multiple regression analysis

A statistical technique to examine the relationship between three or more variables and also to calculate the likely value of the dependent variable based on the values of two or more independent variables.

Multivariate data analysis

Statistical procedures that simultaneously analyse two or more variables on a sample of objects. The most common techniques are multiple regression analysis, multiple discriminant analysis, factor analysis, cluster analysis, perceptual mapping and conjoint analysis.

Mystery shopping

Mystery shopping is a method of testing the quality of services provided to customers. It is also used to assess whether employees are following company procedures or industry guidelines. Mystery shoppers are hired to act as regular customers to get an accurate reading of the shopping/buying process. Mystery shopping can be in-store, over the phone, online, or a combination of these to understand the entire customer journey.

Nat Rep, short for "national representative sample," refers to a research sample that is intended to be representative of the entire population of a country or region. This is typically achieved by selecting participants at random from a sampling frame that includes all individuals or households in the target population. The goal of using a Nat Rep sample is to ensure that the findings from the research can be generalised to the entire population.

Natural Language Processing (NLP)

NLP is a branch of AI that involves understanding and generating human language, such as voice recognition, text generation and sentiment analysis.

Net Promoter Score (NPS)

Net Promoter Score (NPS) is a measure of customer loyalty and advocacy. It is a metric that is used to gauge the likelihood that a customer will recommend a company's products or services to others. NPS is calculated by asking customers to rate their likelihood of recommending a company on a scale of 0 to 10, and then grouping those responses into three categories: Detractors (0-6), Passives (7-8), and Promoters (9-10). NPS is widely used in many industries and sectors, as it is a simple, quick and easy to understand metric that provides a good overall view of a company's customer satisfaction and loyalty.

Netnography

Netnography is a qualitative research method used to study online communities. It involves the systematic observation and analysis of the interactions, communications, and content generated by a group of people on the internet. Netnography can encompass a range of online platforms, including social media, forums, blogs, wikis, and other virtual communities. The goal of netnography is to gain insights into the beliefs, attitudes, behaviours, and motivations of a specific online population, and to understand how they interact and engage with each other in a virtual setting. Sometimes known as online ethnography and webnography.

Neuroscience

Neuroscience is used in market research to provide an accurate and unbiased measure of consumer response. By using techniques such as electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) , researchers are able to measure brain activity and better understand how people respond to marketing stimuli. By examining brain activity, researchers have been able to identify the most effective types of advertisements, marketing messages and design concepts that are more likely to engage and persuade consumers. The main challenge of using neuroscience in market research is the cost of the equipment and specialists required to run it. However, costs are starting to come down - e.g. portable EEG devices are now available and can be used to measure brain activity outside of a laboratory setting.

Nominal data

Numbers assigned to objects or phenomena as labels or identification numbers that name or classify but have no true numeric meaning.

Non-probability sampling

A set of sampling methods where a subjective procedure of selection is used resulting in the probability of selection for each member of the population of interest being unknown.

Non-response errors

An error in a study that arises when some of the potential respondents do not respond. This may occur due to respondents refusing or being unavailable to take part in the research.

Non-sampling error

Errors that occur in a study that do not relate to sampling error. They tend to be classified into three broad types: sampling frame error, non-response error and data error.

Normal distribution

A continuous distribution that is bell-shaped and symmetrical about the mean. This means that in a study, 68.27 per cent of the observations fall within plus or minus one standard deviation of the mean, approximately 95.45 per cent fall within plus or minus two standard deviations, and approximately 99.73 per cent fall within plus or minus three standard deviations.

Null hypothesis

The hypothesis that is tested and is the statement of the status quo where no difference or effect is expected.

Observation

A data gathering approach where information is collected on the behaviour of people, objects and organisations without any questions being asked of the participants.

Omnibus surveys

A data collection approach that is undertaken at regular intervals for a changing group of clients who share the costs involved in the survey's set-up, sampling and interviewing.

Open-ended question

Questions which allow respondents to reply in their own words. There are no pre-set choices of answers and the respondent can decide whether to provide a brief one-word answer or something very detailed and long. Sometimes known as unstructured questions.

Ordinal data

Numbers that have the labelling characteristics of nominal data, but also have the ability to communicate the rank order of the data. The numbers do not indicate absolute quantities, nor do they imply that the intervals between the numbers are equal. and type in their perceptions or comments taking account of other participants' inputs.

Paired interviews

An in-depth interview involving two respondents such as married couples, business partners, teenage friends or a mother and child.

Panel research

A research approach where comparative data is collected from the same respondents on more than one occasion. Panels can consist of individuals, households or organisations, and can provide information on changes in behaviour, awareness and attitudes over time.

Participant observation

A research approach where the researcher interacts with the subject or subjects being observed. The best-known type of participant observation is mystery shopping.

Participant Validation

A validation technique that involves taking the findings from qualitative research back to the participants/ respondents that were involved in the study and seeking their feedback. If the feedback verifies the explanations and conclusions, then the researcher can be more confident about the validity of the findings.

Passive data

Passive data is data that is collected without actively seeking out the information from a respondent/participant. This type of data is generated naturally through actions such as website visits, online purchases, geolocation, and social media activity. It is usually collected through tracking tools such as cookies, beacons, and log files.

Pearson's product moment correlation

A correlation approach that is used with interval and ratio data.

Perceptual mapping

An analysis technique which involves the positioning of objects in perceptual space. Frequently used in determining the positioning of brands relative to their competitors.

Photo sorts

A projective technique which uses a set of photographs depicting different types of people. Respondents are then asked to connect the individuals in the photographs with the brands they think they would use.

A type of bar chart which uses pictures of the items being described rather than bars.

Pilot testing

The pre-testing of a questionnaire prior to undertaking a full survey. Such testing involves administering the questionnaire to a limited number of potential respondents in order to identify and correct flaws in the questionnaire design. Also known as Soft launching.

Placement tests

The testing of reactions to products in the home and where they are to be used. Respondents are given a new product to test in their own home or in their office. Information about their experiences with and attitudes towards the products are then collected by either a questionnaire or by a self-completion diary.

Population of interest

The total group of people that the researcher wishes to examine, study or obtain information from. The population of interest will normally reflect the target market or potential target market for the product or service being researched. Sometimes known as the target population or universe.

Predictive analytics

Predictive analytics is the use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data.

Price Sensitivity Management (Van Westendorp)

Price Sensitivity Measurement (PSM) is a technique used to understand price preferences. Respondents are asked at what price they would consider a product to be too expensive, too cheap, etc. The optimal price point is determined to be where an equal proportion of respondents have said “too cheap” and “too expensive”. Sometimes known as Van Westendorp.

Primary data

"Data collected by a programme of observation, qualitative or quantitative research either separately or in combination to meet the specific objectives of a marketing research project. "

Principal Component Analysis (PCA)

PCA is a descriptive method of multivariate analysis that is used to analyse numeric questions (metrics). It converts a set of observations of possibly correlated variables, into a set of values of linearly uncorrelated variables called Principal Components. This technique allows you to reduce the number of correlated variables and decrease the redundant information.

Probability sampling

A set of sampling methods where an objective procedure of selection is used, resulting in every member of the population of interest having a known probability of being selected.

Programme evaluation and review technique (PERT)

A managerial tool used for scheduling a research project. It involves a probability-based scheduling approach that recognises and measures the uncertainty of project completion times.

Projective questioning

Sometimes known as third-party techniques, this is a projective technique that asks the respondent to consider what other people would think about a situation.

Proportionate stratified random sampling

A form of stratified random sampling (See Stratified random sampling) where the units or potential respondents from each population subset are selected in proportion to the total number of each subset's units in the population.

Purchase intent scales

A scaling approach which is used to measure a respondent's intention to purchase a product or potential product.

Qualitative research

An unstructured research approach with a small number of carefully selected individuals used to produce non-quantifiable insights into behaviour, motivations and attitudes.

Quantitative research

A structured research approach involving a sample of the population to produce quantifiable insights into behaviour, motivations and attitudes.

Questionnaire design process

A stepped approach to the design of questionnaires.

Quota sampling

Cells or subsets are selected based on the characteristics of the population being studied, such as age, gender, income etc. A numerical quota in each cell is established and the researcher carries out sufficient interviews in each cell to satisfy the quota.

A measure of dispersion that calculates the difference between the largest and smallest values in a set of data

Actual 'real' numbers that have a meaningful absolute or zero. All arithmetic operations are possible with such data.

A statistical approach to examine the relationship between two variables. Identifies the nature of the relationship using an equation.

Reliability of scales

Refers to the extent to which a rating scale produces consistent or stable results. Stability is most commonly measured using test-retest reliability and consistency is measured using split–half reliability.

Research brief

A written document which sets out an organisation's requirements from a marketing research project. This provides the specification against which the researchers will design the research project.

River sampling

River sampling invites respondents to take a survey via online banners, ads, promotions, offers and invitations placed on a variety of websites and social media. Once their attention is caught and they click on a link, they are asked several screening questions and then routed to a survey based on their answers. The research team have no idea who will respond. They don’t have any pre-existing socio-demographic information for these respondents, and they can’t contact them again them upon survey completion.

Role playing

A projective technique which involves a respondent being asked to act out the character of a brand.

When designing a questionnaire, routing refers to the survey logic, that allows you to change / limit the content based on previous answers given by respondents. Sometimes known as branching.

A subset of the population of interest.

Sampling error

The difference between the sample value and the true value of a phenomenon for the population being surveyed. Can be expressed in mathematical terms: usually the survey result plus or minus a certain percentage.

Scaling questions

Questions that ask respondents to assign numerical measures to subjective concepts such as attitudes, opinions and feelings.

Screening criteria

Screening criteria help to ensure that the participants in a study are relevant, qualified, and representative of the target population. Screening questions are usually asked at the start of the study and may include demographics as well as questions such as brand usage and product ownership. Screening criteria are managed with quota sampling (see quota sampling).

Screening questionnaire

A questionnaire used for identifying suitable respondents for a particular research activity, such as a group discussion.

Secondary data

Information that has been previously gathered for some purpose other than the current research project. It may be data available within the organisation (internal data) or information available from published and electronic sources originating outside the organisation (external data).

Segmentation

The process of dividing markets into groups with people or occasions that are similar to each other, but different to the other groups.

Semantic differential scales

A scaling approach which requires the respondent to rate a brand or concept using a set of bipolar adjectives or phrases (e.g. helpful and unhelpful; friendly and unfriendly). Each pair of adjectives is separated by a seven-category scale with neither numerical nor verbal labels.

Semiotics is the study of symbols and signs and how they communicate meaning. Semiotics in market research usually involves analysing the visual and linguistic elements of product packaging, advertising, and branding to understand the cultural and emotional associations consumers have with these symbols. The goal is to uncover deeper insights into consumer attitudes and behaviour, including why they choose certain products or brands over others. Semiotics helps researchers to understand the unconscious motivations behind consumer choices and how these choices are influenced by cultural and societal values.

Sensory testing

Sensory testing is a method of evaluating the characteristics of a product or food by measuring how it is perceived by the senses of smell, taste, sight, touch, and sound. Sensory testing is used to evaluate the attributes of a product, such as its appearance, flavour, texture, and aroma, in order to assess its acceptability and quality. It can be used to determine how a product compares to its competitors, or to identify opportunities for product improvement. Sensory testing can be conducted in laboratory or real-life settings, and can be done with a small group of trained testers or a large panel of consumers.

Sentence completion

A projective technique which involves providing respondents with an incomplete sentence or group of sentences and asking them to complete them.

Sentiment analysis

Sentiment analysis looks at the emotion expressed in a text. It’s a form of text analytics that uses natural language processing (NLP) and machine learning. It is commonly used to analyse survey responses, user/customer feedback and product reviews. Sentiment analysis is used to determine whether a given text contains negative, positive, or neutral emotions.

Sequential monadic testing

Sequential monadic testing, is a survey method whereby each respondent provides feedback on two or more concepts in the same survey. The concepts should be presented in a random order to avoid order bias. Sequential monadic testing is commonly used in the early stages of product or concept development, when researchers are exploring different concepts or ideas and want to gather data on their potential appeal to consumers. See Monadic testing for an alternative approach.

Share of Shelf (SOS)

Share of Shelf (SOS) is a metric used to measure the proportion of space a product or brand occupies on a retail shelf compared to its competitors. This metric can help understand the visibility and accessibility of a product in the retail environment.

Share of Voice (SOV)

Share of Voice (SOV) is a measure of the proportion of advertising a brand or product receives compared to others in the same category. It's a way to understand how often a brand is advertised in relation to its competitors.

Share of Wallet (SOW)

Share of wallet (SOW) is a metric used to measure a company's market share in terms of customer spending. It represents the proportion of a customer's total spending on a given product or service category that is going to a particular company. Share of wallet is often used in customer relationship management and customer retention strategies, and can be a key indicator of a company's competitiveness in a particular market.

Shelf impact testing equipment

Used to determine the visual impact of new packaging when placed on shelves next to competitors' products.

Simple random sampling

A probability sampling method where every possible member of the population has an equal chance of being selected for the survey. Respondents are chosen using random numbers.

Simulated test markets

A research approach used to predict the potential results of a product launch and to experiment with changes to different elements of a product's marketing mix. Rather than testing in retail stores, simulated test markets rely on simulated or laboratory-type testing and mathematical modelling.

Snowball sampling

A non-probability sampling procedure where additional respondents are identified and selected on the basis of referrals of initial respondents. It tends to be used where the population of interest is small or difficult to identify.

Social media analytics

Social media analytics is the use of data from social media platforms to understand consumer behaviour and sentiment, as well as to track the performance of campaigns or products.

Spearman's rank-order correlation

A correlation approach for ordinal data.

Split half reliability

Measures the internal consistency of a summated rating scale and refers to the consistency with which each item represents the overall construct of interest. The method involves randomly dividing the various scale items into two halves. High correlations between the two halves suggests internal consistency of what is being measured.

Standard deviation

A measure of dispersion that calculates the average distance that the values in a data set are away from the mean. The standard deviation of different sets of data can be compared to see if one set of data is more dispersed than another.

Stapel scales

A scaling approach which is a variation of the semantic differential scaling approach. It uses a single descriptor and 10 response categories with no verbal labels.

Stimulus materials

Materials used in group discussions and individual depth interviews to communicate the marketer or advertiser's latest creative thinking for a product, packaging or advertising to the respondents.

Stratified random sampling

A probability sampling procedure in which the chosen sample is forced to contain potential respondents from each of the key segments of the population.

Structural Equation Modelling

Structural Equation Modelling (SEM) is a statistical technique for testing and estimating causal relationships, using a combination of statistical data and qualitative causal assumptions. Factor analysis, path analysis and regression all represent techniques used within SEM, which also allows the construction of variables which are not measured directly. As an example, it can be used to model and understand the relationship between different aspects of customer satisfaction and how these explain customer loyalty.

Structured observation

A research approach where observers use a record sheet or form to count phenomena or to record their observations.

System 1 & System 2 thinking

Psychologists and behavioural economists have proposed a dual system of the mind: System 1 and System 2. In simple terms these can also be thought of as intuitive and deliberate thought. System 1 operates automatically and quickly, with little or no effort and no sense of voluntary control. System 2 thinking is more deliberate, conscious, and reflective with more effortful thought processes. Researchers have devised a number of methods that specifically measure System 1 responses (e.g. Implicit Association Test, Facial Coding, Galvanic Skin Response, etc).

Systematic sampling

A probability sampling approach similar to a simple random sample but which uses a skip interval (i.e. every nth person) rather than random numbers to select the respondents.

A hypothesis test about a single mean if the sample is too small to use the Z test.

Tabular method of analysis

A method for analysing qualitative research data using a large sheet of paper divided into boxes.

Test-retest reliability

Measures the stability of rating scale items over time. Respondents are asked to complete scales at two different times under as near identical conditions as possible. The degree of similarity between the two measurements is determined by computing a correlation coefficient

Triangulation

Using a combination of different sources of data where the weaknesses in some sources are counterbalanced with the strengths of others. The term triangulation is borrowed from the disciplines of navigation and surveying, where a minimum of three reference points are taken to check an object's location.

TURF stands for Total Unduplicated Reach and Frequency, and is used for providing estimates of media or market potential and devising optimal communication and placement strategies. If we take appeal of ice cream flavours as an example, TURF analysis can identify the number of users reached by the combination of ice cream flavours in a client’s range, as well as how frequently they will be consumed - very useful for deciding which flavours of ice cream to have in a range.

Type I error

Rejection of the null hypothesis when it is actually true.

Type II error

Failing to reject the null hypothesis when it is actually false.

See Population of interest.

Unstructured questions

See Open-ended questions.

User generated content

Online material such as comments, profiles photographs that is produced by end users.

UX stands for User Experience, which refers to the overall experience of a person using a product or service, including the design, functionality, and ease of use. It encompasses the emotions, attitudes, and perceptions that a person has while interacting with a product or service. In market research, UX research is used to understand how people interact with a product, website, or service, and to identify areas for improvement. It can involve usability testing, where users are asked to perform specific tasks while researchers observe and record their interactions. It can also include surveys, interviews, and other methods to gather qualitative and quantitative data on users' attitudes and perceptions.

Whether the subject requiring to be measured was actually measured.

Verification

Data verification in market research refers to the process of checking and verifying the accuracy and reliability of data collected during research. This includes reviewing data for errors, inconsistencies, and missing information. The goal of data verification is to ensure that the data collected is complete, accurate, and free of any biases or anomalies that could affect the validity of the research findings. Data verification may involve reviewing survey responses and checking for "speeders" (respondents giving answers too quickly) and straight-liners (respondents answering grid/rating questions all in the same way) and plausible verbatim responses.

Viewing rooms

Specialist facilities/locations for group discussions. They are set out in the form of a boardroom or living-room setting with video cameras or a large one-way mirror built into one wall. Some are owned by research agencies, but the majority are independent and available to anyone willing to pay the hourly room-hire rates.

Virtual reality

Virtual reality can be used in market research to create immersive experiences for consumers, allowing researchers to gather data on how consumers interact with products and brands in a simulated environment (e.g. inside a virtual store or car interior).

VoC stands for Voice of Customer. This is a research method that is used to collect customer feedback. A well-planned, ongoing VoC program can help companies capture how their customers feel about their business, product, or service, giving insights that can help create a stronger customer experience. VoC is usually a key component of an overall customer experience (CX) strategy - see CX above.

Web 2.0 refers to the second generation of the World Wide Web, characterised by the shift from static websites to dynamic, interactive, and user-generated content. The term was popularised in the early 2000s and refers to a set of technologies and design principles that allow for greater collaboration, communication, and information sharing among internet users. Key features of Web 2.0 include social networking, blogs, wikis, podcasts, video sharing, and online communities. These technologies and platforms allow users to create, share, and comment on content, as well as connect and interact with each other in new and innovative ways. Web 2.0 has had a profound impact on the way people consume and create content online and has been a major driving force behind the growth of the internet and the digital economy.

Web 3.0 refers to the next generation of the World Wide Web, characterised by the integration of artificial intelligence, machine learning, and the decentralised web, in an immersive manner, in which users have more control over their data and online identity. It is aimed at creating a more intelligent, rich and interconnected web that allows for a more personalised, seamless, and secure user experience.

Web scraping

Web scraping can be used in market research to gather large amounts of data from the internet, such as information on prices, product reviews, or social media sentiment. This data can then be used to gain insights into market trends, consumer behaviour, and competitors' strategies.

The process of adjusting the value of survey responses to account for over- or under-representation of different categories of respondent. Weighting is used where the sample design is disproportional or where the achieved sample does not accurately reflect the population under investigation.

Word association tests

A projective technique that involves asking respondents what brands or products they associate with specific words. In addition to the direct outputs regarding brand imagery, it is also a very useful technique for building rapport within a group discussion and getting everybody contributing and involved.

A visual depiction of words used by respondents in qualitative research, open-ended survey questions or the content appearing on social media or reviews. The font size of the words, is determined by the number of times a word has been used. The more that a topic or word is talked about, the bigger it is.

A hypothesis test about a single mean where the sample size is larger than 30.

This glossary has been edited and updated by Richard Collins, and includes content reproduced from the book, Market Research: An Integrated Approach (2012) by Alan Wilson. For use of this information more widely, copyright permission must be sought by the user directly from MRS.

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Market Research Glossary

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Access panel

Also known as a Market Research Panel. A  panel made up of people who have either applied or been invited to become panel members. Panel members are then invited to take part in research projects that are aligned to their profile and registered interests. Respondents are often incentivised with a monetary gift. Panels can be consumer or business-oriented. If you would like to join FieldworkHub’s panel, please visit: https://myfieldworkhub.com/

Accompanied shopping

Observing and interviewing a respondent as they participate in a shopping activity.

Accompanied Surf

Observing and interviewing  a respondent as they interact with a website or app. The respondent may follow their instincts or be aided by instructions from an interviewer. Accompanied surfs can occur remotely or in usability testing suites that can collect additional information such as eye tracking or facial expression monitoring.

Ad Concept Testing

Also known as an Ad Lab. Used as a qualitative and quantitative method, ad concept testing involves the trialling of ad concepts with individual respondents or groups of respondents. These tests observe the relevance, understanding, impact and appeal of the product or service being advertised. A relatively new development in ad concept testing involves measuring the respondents’ neural responses to the ads by asking them to wear a skull cap with sensors attached during the tests (see Neuromarketing Research)

Ad Hoc Research

This refers to studies which are carried out at a particular point in time as opposed to ongoing or longitudinal research. Most qualitative market research is ad hoc in that it is used to answer questions that are important at the time but do not need to be followed up in the future.

Stimulus material where key frames for a television, online video or cinema advertisement are computer generated or drawn and shown in research accompanied by a soundtrack to gauge respondents’ reactions before engaging in full production of the ad.

B2B Research

Abbreviation for Business to Business research. This type of research targets respondents in relationship to their work as opposed to their behaviour as consumers. It often involves gathering their views on particular products or services which they use in their job, or which they are responsible for purchasing on behalf of their employer.

B2C Research

Abbreviation for Business to Consumer research. This describes the types of market research that businesses (and other organisations) conduct with consumers who use their services or products, or may be interested in using them in the future.

Best/Worst Scaling

A survey question type which offers an alternative to Rating Scale questions. Rather than asking respondents to rate attributes on a standard scale (e.g. from 0 to 5 where 0 means not at all important and 5 means very important), respondents are asked shown all of the attributes at once and asked to identify just the most important and the least important. This is designed to overcome personal and cultural differences in responding to rating scales and also any tendency for respondents to say that most attributes are fairly important.

The meaning of bias varies somewhat between qualitative and quantitative research. In qualitative research, bias tends to refer to personal preconceptions that influence decisions and judgements, or to the way in which unskilled moderators can influence the findings of the research through the way in which they conduct the discussion. In quantitative research, it commonly refers to sample bias, i.e. a situation where the sample of people who complete the survey does not accurately represent the population that the research is trying to assess. For example, people who are not confident in using a computer or smartphone will tend to be under-represented in online surveys. However, poor questionnaire design can also introduce bias into quantitative research.

Blind Market Research

Market research in which the participants do not know the name of the end client. See also Double-Blind Market Research. The technique is used to avoid introducing bias into the research findings.

Brand Price Trade Off Research (BPTO)

Brand Price Trade Off provides a way of assessing how consumers place relative value on a product or brand and its impact on brand consumption. In BPTO studies, respondents are expected to consider a basket of brands at a number of different price points. At each price point, respondents select their preferred brand(s). This helps to build a view of price ranges that brands can operate in and still retain customers.

Brand Tracking Research

Brand tracking measures the health of a brand in terms of customer usage and opinion. This can be carried out for both B2B and B2C brands with the aim of obtaining  insight into a brand’s progress at a macro level and diagnosing the changes that will deliver improvement. Key brand tracking metrics will typically cover awareness, consideration, usage and loyalty, as well as attitudes and perceptions.

Bulletin Board Focus Group (BBFG)

An online bulletin board that invites and encourages interaction amongst participants, as well as a dialogue between each participant and the moderator. This approach is often used to collect feedback on product concepts or features.

CAPI (Computer Assisted Personal Interviewing)

Computer Assisted Personal Interviewing (CAPI) is an interview method where the interviewers talk face-to-face with the respondents but follow an electronic script with built in routing on a tablet computer, typing in the respondent’s answers to each question as the interview proceeds. CAPI can be more efficient in terms of data entry than traditional pen and paper techniques and ensures that the correct question (based on the respondent’s previous answers) is always presented to the interviewer.

Cartoon Completion

A Projective Technique that involves the respondent viewing a cartoon dialogue with two speech bubbles. One of the speech bubbles is empty for the respondent to fill in their answers.

CASI (Computer Assisted Self Interviewing)

Computer Assisted Self Interviewing (CASI) is an interview method where the interviewee communicates directly with a computer instead of the interviewer. Online surveys are a form of CASI, although the term is more commonly used in situations where respondents attend a central location (e.g. to view, taste or smell a product) and then complete a survey about it on a tablet computer.

CATI (Computer Assisted Telephone Interviewing)

Computer Assisted Telephone Interviewing (CATI) is an interview method where the interviewers call the respondents and follow an electronic script with built in routing, typing in the respondent’s answers to each question as the interview proceeds. The routing ensures that each respondent is always asked the correct questions based on their previous answers.

CATS (Computer Automated Telephone Survey)

A survey in which a computer telephones respondents and asks pre-recorded questions, which they answer using a touch-tone phone or by giving a short answer. Nowadays it is more common to conduct these surveys by sending the questions as text messages to the respondent’s mobile phone.

Causal Research

Research designed to find out if changes in one variable causes a change in another variable, for example, how the amount of advertising that a person sees for a particular brand influences their likelihood of purchasing  that brand.

A mass collection of data from members of the population of interest.

A virtual space where an online focus group takes place. Individuals discuss a topic online, usually through instant text messaging.

A form of interpreting where the interpreter sits alongside moderator and whispers a simultaneous interpretation of what is being said. The term comes from the French word for “whispering”.

Closed question

A type of question where the respondent has a set of predefined answers to choose from. See also Open Question.

Cluster Analysis

A statistical method which is used to group similar objects into categories retrospectively. Cluster analysis is often used to identify psychographic segments.

Cluster Sampling

A sampling approach where the clusters of the population are separated into units (for example, households may be separated by income level or household structure). Respondents are then typically selected at random from each unit.

Co-creations

A qualitative research technique in which customers work together (with each other, with a moderator or with representatives of the client conducting the research) to solve a problem, improve a product or service, or develop aspects of a brand.

Code of Conduct

All professional market research societies have a code of conduct that outlines the rights and responsibilities of those involved in a research project. FieldworkHub complies with the Market Research Society’s Code of Conduct which can be found here: www.mrs.org.uk/standards/code_of_conduct and ICC/Esomar code of conduct which can be found  here: www.esomar.org/uploads/pdf/professional-standards/ICCESOMAR_Code_English_.pdf

The translation of respondent answers into a form which is easy to analyse, such as numerical codes. Open-ended questions in quantitative surveys, where respondents may have used different words to express similar concepts, are often processed in this way.

Cognitive Bias

Short-cuts in thinking that lead people to make imperfect decisions. Human decision-making is heavily influenced by past experience, emotional predisposition, social influence or cognitive limitations. This is helpful in the sense that it enables us to avoid being overloaded by the volume of information that is available to us, but can lead us to make poor choices, particularly in unfamiliar situations. Well-designed market research will typically aim to minimise the impact of cognitive bias.

Comparison Testing

Research in which each participant is shown two or more products or concepts and asked to compare them, as opposed to Monadic Testing where each participant is shown a single product or concept.

Concept Boards

The starting point of the creative process which acts as a stimulus for the product, service, advertising and/or pack designs.

Concept Testing

Research based on respondent reactions to the description of a product or service as opposed to the actual product or service itself. Concept tests can be used in either qualitative or quantitative studies to enable clients to determine if the description of a product or service has enough merit to be pursued, as well as highlighting changes that need to be made before further development takes place.

Conflict Interviews

The qualitative research approach of recruiting respondents with conflicting attitudes, values or beliefs in relation to a specific topic. These interviews aim to explore a topic from different perspectives while unlocking subject matter, exploring the strength of the issues and opinions held and finding common ground between different attitudinal or behavioural groups of consumers.

Conjoint Analysis

A survey-based statistical technique which provides a quantitative measure on how respondents value different features of a product or service.

Consecutive Interpreting

A form of interpreting where the interpreter speaks in the gaps between speech, e.g. the moderator asks a question and pause while the interpreter translates it, the interviewee then replies and pauses while the interpreter translates the answer. This form of interpreting is often used in Depth Interviews, particularly if the moderator, interviewee and interpreter are all sitting in the same room or on a video link with a single audio channel. See also Simultaneous Interpreting.

Content Analysis Software

A type of software used in qualitative research. It counts the number of times key phrases/words are used in a conversation.

Contrived Observation

Observing market research participants in a controlled setting (as opposed to Ethnographic Market Research, which aims to observe participants in a natural setting).

Convenience Sampling

This is a non probability-based sampling technique which involves selecting respondents based on who is the most accessible at the time.

Copy Testing

The process of determining the level of understanding, impact, awareness, and credibility that particular advertising or marketing copy generates. The term originates from print advertising but today copy testing is most commonly used in online marketing since the medium allows for very fast and accurate testing of different copies.

Cross Tabulation

During the process of quantitative data analysis, cross tabulations (cross tabs) are used to examine responses to one question relative to responses to one or more other questions (e.g. to identify how different age groups answer particular questions in a different way). Cross-tabs allow researchers to quickly and clearly identify the results of the research conducted and pick out key themes or stories.

Cross-Cultural Research

A method of market research that involves two or more countries or across two or more cultural or ethnic groups.

Customer Journey Mapping

Journey mapping visually captures customers’ processes, needs and perceptions throughout their interaction and relationship with a given brand. The customer journey map is used to visualise the end to end customer journey across all touchpoints between the customer and the organisation. This is potentially from initial awareness through to contact, purchasing, after sales support, and then renewal or repurchase. The map helps clients to look at how their customers actually experience their brand versus how the brand thinks customers do.

Customer Satisfaction Research

Also known as Customer Experience (CX) Research. A quantitative market research tool used to identify levels of customer satisfaction in relation to various aspects of a product or service. A customer satisfaction survey generally relates to customer experience and includes ways to measure the respondents’ overall satisfaction, likelihood to re-commission a service company or return to the same store or brand to buy a product and their willingness to recommend the service, product or brand to others (see Net Promoter Score).

Cut-and-Paste Analysis

A method which is used to analyse qualitative data. The original data is cut and pasted into sections of a table relating to the various research topics.

Depth Interview

Also known as In-Depth Interviews (IDIs). A depth interview is an unstructured or semi-structured qualitative interview that probes detailed aspects of attitudes, needs, wants and behaviours. This type of interview is typically undertaken with consumers when the subject matter is sensitive or emotive and therefore inappropriate for larger forums such as focus groups. They are often used in B2B and healthcare market research to gather very specific and detailed feedback from respondents who are experts in their field.

Desk Research

Also known as Secondary Research. The collation and analysis of publicly available information such as previous research, the press, the internet, academic reports and statistics already in the public domain. Desk research may be conducted as a precursor to primary market research (which involves talking directly to a sample of the target population), or to augment it.

Dial testing

A market research technique in which respondents/participants give their reaction to a visual or audio stimulus in real time by turning a dial (or moving a slider) to indicate a positive or negative response. Dial testing is widely used to test audience responses to adverts, TV shows and political speeches or debates.

Disqualify (DQ)

Eliminate a potential participant during screening for a market research study. Also referred to as Screening Out or Terminating (because the screening process is terminated based on the person’s responses).

Double-Blind Market Research

Market research in which neither the participants nor the interviewer/ researcher knows the name of the sponsor. The technique is used to avoid introducing bias into the research findings.

ESOMAR (formerly known as The European Society for Opinion and Market Research)

A membership organisation representing the interests of the data, research and insights profession at an international level. Joint publisher of the ICC/ESOMAR Code of Marketing and Social Research Practice.

Ethnographies (or Ethnographic Market Research)

A qualitative market research technique in which respondents/participants are observed using products and services in their own environment, e.g. using a kitchen appliance to make a meal in their own home.

Exit Interview

Interview conducted with a customer leaving a shop, restaurant etc to find out about their experience. Exit interviews are typically short quantitative interviews designed to find out what proportion of departing customers bought something, the reasons why they bought or did not buy, and how likely they are to return. These interviews can identify brand, product or customer experience issues which have been previously unknown or provide a new perspective on known issues. The insight gained can then be used  to increase levels of customer satisfaction and retention.

Eye-Tracking Research

Research using sensors to identify what a participant is looking at, reading, missing or ignoring. It also shows how long a person spent looking at something and the journey that their gaze took before and afterwards. Simple eye-tracking for screen-based stimulus material (e.g. TV ads or website) can be carried out using a webcam, but a greater degree of precision is possible with specially designed eye-tracking glasses which generally use infra-red light to illuminate the participant’s eyes and monitor where the pupils are looking.

The part of a market research study that involves collecting data from external sources, e.g. through interviews or focus groups. It is useful to think of fieldwork as the middle stage of a market research study, preceded by a stage where the objectives of the market research are defined, and followed by a stage where the findings are analysed.

Focus group

A planned group discussion (typically involving 6 to 8 carefully selected participants) led by a moderator which aims to find out the respondents’ perceptions and opinions about the topic under discussion, for example, a brand or a new product. In a focus group, the respondents can interact with each other as well as the moderator, which may generate more, or different, insights to interviewing them individually. A focus group can be held face to face or online and  typically lasts 60 to 120 minutes.

Full Report

A detailed report from a market research study, explaining the methodology used, the sample selected, and containing detailed analysis of all of the findings as well as the conclusions and recommendations. A full report can be expected to contain much more detail than a Topline Report and will accordingly take longer to produce.

Gang Test (or Gang Survey)

A market research session in which a large number of respondents take part at the same time. Gang tests often combine quantitative elements (e.g. self-completed questionnaires) and qualitative elements (e.g. moderator-led discussions).

GDPR (General Data Protection Regulation)

A regulation in European Union law on data protection and privacy for all individuals that applies in the 27 EU Member States and the European Economic Area (EEA), a slightly larger grouping comprising the EU Member States plus Norway, Iceland and Liechtenstein. It also addresses the transfer of personal data from the EU and EEA areas to the rest of the world. All market research organisations operating in Europe are obliged to comply with the GDPR.

Generation X

The cohort born between the early to mid-1960s and the early to mid-1980s. By the time they entered the workforce, lifetime employment was no longer the norm, and Generation X has been credited with being more entrepreneurial than the Baby Boomers as a result. They are also seen as more cynical and sceptical of authority and as seeking a better work-life balance than the Baby Boomers. This generation witnessed the emergence of music videos and mobile communications and by the time most of them entered the workforce, personal computers were becoming widespread in business.

Generation Y

Also known as Millennials. The cohort born between the early to mid-1980s and early to mid-2000s. They were entering the workforce as the financial crisis of 2008 struck and their employment prospects have been severely impacted by the recession that followed. They are seen as more socially liberal than earlier generations on issues such as gender definitions and same-sex marriage. Generation Y grew up using personal computers at school and at home, and mobile phones and social media to communicate with their friends.

Generation Z

Also known as Digital Natives. The cohort born in the early to mid-2000s. Since the oldest members of this generation are not yet 18, it is too soon to say how their behaviour and attitudes as adults may differ from previous generations. The internet was already pervasive when this generation was born and they have used smartphones from a young age.

A research methodology where participants are invited to attend a set location and asked for their opinions on a certain stimulus, for example, a new beverage.

A payment made to a market research participant to thank them for giving up their time to take part. The term honorarium is typically used in the context of research with B2B profiles and healthcare professionals. Many countries have rules on the disclosure of honoraria paid to healthcare professionals and acceptable levels of payment.

Hypothesis Testing

In quantitative research, refers to the probability that the finding from a sample could have occurred by chance. For example, suppose you have developed a new formulation for your product and want to find out if people prefer it to the current one by asking a random sample of 100 people to test both formulations. The null hypothesis would be that there is no preference for the new formulation and the alternative hypothesis would be that people do prefer the new formulation. Based on the number of people who preferred the new formulation in your sample, a statistical hypothesis test will tell you how likely it is that the null hypothesis is true and conversely, how likely it is that the alternative hypothesis is true. In qualitative research, hypothesis testing may refer to any kind of preliminary research to test out new ideas, which may then be explored in more detail through further qualitative or quantitative research.

International Chamber of Commerce. Joint publisher of the ICC/ESOMAR Code of Marketing and Social Research Practice.

Incidence Rate

The proportion of the target population that qualify to take part in the study, based on the screening criteria that have been set. This is a key cost driver for market research as it determines the number of people who need to be screened to select the sample. To reduce unnecessary screening, the target population is typically narrowed as far as possible based on information that the research agency already holds about potential respondents such as their age, location, profession or household composition. Note that in healthcare research, incidence rate refers to the rate of newly diagnosed cases in a given period (typically a year). The proportion of people living with a condition, whether newly diagnosed or not, is referred to as prevalence.

A monetary or non-monetary reward given to a market research participant to thank them for giving up their time to take part. Also referred to as an honorarium in B2B and healthcare market research.

In-Depth Interview

Also known as a Depth Interview. An unstructured or semi-structured qualitative interview that probes detailed aspects of attitudes, needs, wants and behaviours. This type of interview is typically undertaken with consumers when the subject matter is sensitive or emotive and therefore inappropriate for larger forums such as focus groups. They are often used in B2B and healthcare market research to gather very specific and detailed feedback from respondents who are experts in their field.

The conclusions drawn from the analysis of research data.

Judgement sampling

Describes the situation where a market researcher consciously selects the sample which they believe to be the most appropriate for the research.

Likert Scale

A type of Rating Scale survey question where respondents are asked to state the extent to which they agree of disagree with a series of statements (e.g strongly agree, slightly agree, neither agree nor disagree, slightly disagree, strongly disagree). The scale is named after its inventor, psychologist Rensis Likert. Traditionally Likert scales have an odd number of possible answers, leaving a neutral position in the middle, but in market research they can include an even number of possible answers instead, forcing respondents to decide which side of the middle they are on. The term Likert scale is often used to describe other types of rating scales as well.

Longitudinal Market Research

Longitudinal market research monitors changes in respondents’ perceptions, behaviour or demands over time. A longitudinal study may observe the same group of people for a protracted period, in which case it is called a cohort study. The participants will often have a key characteristic in common.

Market Entry Research

Research designed to help a company gain the insight needed to enter a new geographic market or launch a new brand, product or service, for example, by understanding the ways in which the new target customers are similar to the company’s existing companies and the ways in which they are different. May use a combination of desk research, qualitative primary research and quantitative primary research.

Market Research Online Community (MROC) or Online Research Community (ORC)

A group of research participants, typically users (or potential users) of the client’s products and services that is set up to take part in ad hoc or longitudinal market research. An MROC can be thought of as a longer term version of an online bulletin board. Whereas an online bulletin board is usually set up with a specific purpose in mind and lasts a few days, an MROC may be set up to serve multiple purposes and the community may remain active for weeks, months or even years.

Market Research Panel

Also known as an Access Panel. A panel made up of people who have either applied or been invited to become panel members. Panel members are then invited to take part in research projects that are aligned to their profile and registered interests. Respondents are often incentivised with a monetary gift. Panels can be consumer or business-oriented. If you would like to join FieldworkHub’s panel, please visit: https://myfieldworkhub.com/

MaxDiff Scaling (Maximum Difference Scaling)

A type of survey question designed to rank the preferences of individual respondents to a set of attributes or features. In its simplest form (which would more correctly be called Best/Worst Scaling) respondents are simply shown a list of attributes and asked to pick their favourite and their least favourite. This provides quite a lot of information about their ranking preferences but their preference for each possible pair of attributes. However, by repeating the question several times with different selections of attributes displayed each time, it is possible to build up a complete view of pairwise preferences.

The Market Research Society. A professional body for market research based in London. MRS members must adhere to the MRS Code of Conduct.

Mobile Market Research (MMR)

Market research where the respondent participates via a handheld device such as a mobile or tablet.

The person who leads a focus group or conducts a depth interview. The role of the moderator is to create the right environment for the focus group or interview, guide the discussion to ensure that all relevant topics are covered in the right amount of depth, probe the respondents’ initial answers to validate them and obtain deeper insights, and act as a time-keeper.

Monadic Testing

Research in which each participant is shown a single product or concept, as opposed to a comparison test where each participant is shown two or more products or concepts at the same time and asked to compare them. Sequential Monadic Testing is a variation of the basic monadic test in which participants are shown several products or concepts one after the other and asked to comment on each one individually.

Multi-Modal Research

Usually refers to market research that uses a combination of different methodologies (e.g. a mix of face-to-face and telephone interviews). May also refer to research that asks participants to use several different senses to comment on a product, e.g. the appearance, aroma and taste of a food product, or which uses a combination of verbal and non-verbal responses to the stimulus material.

Mystery Shopping Research

Covert testing of a store in which a shopper conducts a ‘real’ visit and undertakes pre-defined shopping to assess the nature of the customer experience being provided. Now also used to refer to covert testing of services (e.g. at a bank branch or airport check-in).

Netnography

Ethnographic research which is carried out purely online, usually through an online community moderated by a researcher.

Net Promoter Score (NPS)

A value calculated by asking respondents “How likely are you to recommend this brand, product or service to a friend?”. The classic question asks them to rate this on a scale from 0 to 10 where 0 means not at all likely and 10 means extremely likely. Respondents who answer 9 or 10 are referred to as Promoters, those who answer 7 or 8 are referred to as Passives and those who answer 0 to 6 are referred to as Detractors. The NPS is the percentage of Promoters minus the percentage of Detractors.

Neuromarketing Research

Neuromarketing applies to the use of neuroscience techniques to reveal the brain’s non-conscious reaction to marketing stimuli. The method uses technologies such as functional magnetic resonance imaging measure activity in different areas of the brain, whilst sensors are able to detect changes in physiology, including breathing, heart rate and skin response. Eye tracking monitors focal attention whilst facial coding can translate facial expression into human emotions.

New Product Development Research

Market research designed to support the development of new products and services. This type of research can be carried out using both qualitative and quantitative methodologies. It aims to identify and evaluate new commercial opportunities, assess early-stage propositions or enable respondents to interact with more developed ideas or prototypes.

Non-rejector

A person who would consider buying or using a particular product or service, even if they don't currently do so. Market research clients typically want to hear from non-rejectors of the product or service they are researching: they can learn what current users like and dislike about it, and they can learn what they might need to change to attract potential users. However, people who have already made up their minds that they'll never buy or use it may not be willing to engage at all, or may only be able to offer limited insights to the client.

One-way mirror

Also known as a two-way mirror. In a viewing facility, a window that separates the client viewing area from the respondents’ area. From the respondents’ side the window looks like a mirror, but from the client side it looks like a piece of tinted glass, allowing the client representatives to see the respondents.

Online Bulletin Board (OLBB or OBB)

Online research typically held over the course of several days. Participants will be expected to contribute to activities such as online chats and respond to stimulus material that is provided by a moderator. Usually, online bulletin boards offer flexibility by allowing participants to respond at a time that suits them, which helps to reduce the drop-out rate.

Open-ended question

Also known as an unstructured question. Survey questions that the respondents answer in their own words rather than selecting from pre-defined  answers. Open-ended questions can provide more qualitative information than closed questions but a survey with too many open-ended questions can tire respondents.

Paired interviews

A type of interview where respondents are interviewed in pairs, e.g. Business partners, siblings or married couples.

See Market Research Panel

Participant

Someone who takes part in market research. Also known as a respondent.

Pilot Study

A study conducted before a main research exercise. This is used to evaluate elements of a proposed research approach before a full roll out of the study. Pilot studies are routinely used for quantitative studies, typically involving 10% of the full quota, to check that all aspects of the study are running smoothly before proceeding with the rest of the sample. Pilot studies may also be used in large qualitative projects to validate the approach being taken.

Pre-task or Pre-work

A task given to market research participants to complete before taking part in a qualitative market research study, for example completing a diary, filling in a questionnaire, or making a note of their purchases at a supermarket. Pre-tasks aim to ensure that respondents are conscious of the research subject area, allowing for a more focused discussion when the research project commences.

In healthcare research, the proportion of the population with the condition of interest.

Price Sensitivity Meter (PSM)

A technique for determining consumer price preferences. Respondents are asked at what price they would consider a product or service to be cheap, expensive, so cheap that they would doubt the quality and so expensive that they would not consider buying it. The results are plotted as cumulative frequencies (with the cheap and too cheap lines inverted), with the intersection of the cheap and expensive lines often considered to be the optimal price point.

Pricing Research

Research geared towards determining how the demand for a product or service will change according to its price point, i.e the the price elasticity of demand for the product or service.

Primary Research

Research conducted directly with subjects of a study (as opposed to Secondary Research which involves the collation of pre-existing sources of data). The term is a catch-all, referring to both qualitative and quantitative approaches including focus groups, surveys, field tests and observation.

Product Positioning Research

Research undertaken in order to understand how a product or a brand is perceived to be positioned on key attributes relative to competitors or substitutes. Usually carried out to ensure that the product or brand in question can be positioned in the most effective way in the market.

Projective Technique

A technique in which participants are encouraged to articulate their thoughts and feelings about a product or brand by reference to another object or situation. A classic example is the question “if Brand X was an animal, what type of animal would it be?”. Other projective techniques include Word Association, sentence completion and Cartoon Completion.

Psychographics

A method of grouping respondents or consumers who may otherwise be very different, in terms of similar psychological characteristics such as their attitudes, values, outlook or fears. A simple example would be to categorise people as novelty-seekers or traditionalists. Identifying these characteristics can form the basis for segmentation and targeting.

Qualitative Market Research

A research approach which involves a small number of carefully selected individuals and is used to produce non-quantifiable insights into behaviour, motivations, attitudes and opinions. Qualitative methodologies include focus groups, bulletin boards and depth interviews.

Quantitative Market Research

A research approach which is structured to produce quantifiable insights into behaviour, motivations and attitudes, typically by interviewing a Representative Sample of the target population. This research method is characterised by the use of structured questionnaires and set questions with limited responsiveness to context. Quantitative research usually involves interviews with a fairly large sample of the target population to ensure that the results are statistically significant. Quantitative methodologies include online surveys, telephone surveys and face-to-face surveys.

Random Sample

A sample based on a random selection of a subset of a total population. Each individual has the same probability of being selected. Almost all statistical calculations performed on samples, such as Hypothesis Testing,  are predicated on the sample having been randomly selected. It is also worth noting that choosing a random sample minimises the risk that the sample will be  biased due to unknown causes, whereas choosing a representative sample minimises the risk that the sample will be biased due to known causes.

Rating scale

A type of survey question where respondents are asked to respond to questions or statements by assigning by assigning a numeric value (e.g. on a scale from 1 to 5, where 1 means strongly disagree and 5 means strongly agree, how much do you agree with the following statements?) or a non-numeric value (e.g. picking an emoji that best represents their view of the service they have received). The agree/disagree version of a rating scale question is called a Likert Scale.

Recruitment

The process of selecting market research respondents/participants who fit the client’s target profile and validating their suitability and willingness to participate in the study.

Representative Sample

A subset of a larger cohort that reflects the wider characteristics of that cohort, e.g. in terms of factors such as gender, age, education, working status, income and purchasing behaviour. A representative sample may also be random, but it is not necessarily so. Choosing a representative sample minimises the risk that the sample will be biased due to known causes, whereas a random sample minimises the risk that the sample will be  biased due to unknown causes.

Research Design

The specification of research to be undertaken. It generally contains details about the methodology, sample, geographic focus, data collection approach, data analysis methodology and the format of reporting.

Someone who takes part in market research. Also known as a participant.

Response Rate

The number of successfully completed interviews or returned questionnaires expressed as a percentage of the original sample size.

A subset of the target population selected to take part in a market research study.

Eliminate a potential participant during screening for a market research study. Also referred to as Disqualifying or Terminating (because the screening process is terminated on the basis of the person’s responses).

A short questionnaire used to determine if a person meets the criteria to take part in a particular market research exercise. Someone who meets the criteria is said to screen in, while someone who does not is said to screen out. To minimise the risk of frustration amongst their panellists, many quantitative panel companies insist that screeners take less than two minutes to complete. Even if there is no firm time limit, it is good practice to think what questions you would ask in a screener to find out whether a person is suitable or not in two minutes.

Secondary Research

Also known as Desk Research. The collation and analysis of publicly available information such as previous research, the press, the internet, academic reports and statistics already in the public domain. Secondary research may be conducted as a precursor to primary market research (which involves talking directly to a sample of the target population), or to augment it.

Sequential Monadic Testing

Testing in which participants are shown several products or concepts one after the other and asked to comment on each one individually (as opposed to comparing them to each other). In sequential monadic testing the order of presentation is typically randomised to avoid  ‘order bias’.

Shopper Intercepts

Research conducted with participants who have just had an experience with a given brand, for example they are leaving a particular shop (in which case the interview is a form of Exit Interview).

Simultaneous Interpreting

A form of interpreting where the interpreter listens to what is being said on headset and speaks a translation at the same time (usually while sitting in a separate booth or room), usually for the benefit of observers, who may also wear headsets. Simultaneous interpreting is what you see taking place in big international meetings, such as those at the United Nations and the European Commission. It is also used for larger focus groups where Consecutive Interpreting would affect the flow of the discussion.

Socio Economic Classification

A method of classifying households or consumers from those households that is frequently used in market research as a proxy for social class or spending power. Most socio economic classifications are country specific. The standard classification in the UK is the National Readership Survey (NRS) social grades (A, B, C1, C2, D and E), which are based on the occupation of the head of the household. In other countries socio economic classifications may be based on type of home and ownership of consumer durables.

Statistical Significance

If the difference between two statistical measures is large enough to be unlikely to have occurred as a result of chance or sampling error, then the difference is considered to be statistically significant. A significance level of 5% is often chosen, i.e. if the probability of the result occurring due to chance or sampling error is less than 5%, the the result is considered to be statistically significant. See also Hypothesis Testing.

Tele-depth Interview (TDI)

A qualitative in-depth interview conducted remotely. It may be conducted by telephone but strictly speaking, any form of remote depth interview (e.g. an online video interview) is also a tele-depth interview since the word “tele” is derived from the Greek for “far”.

Close an interview or screening process, typically by disqualifying a prospective participant from further consideration during screening. Also referred to as screening out.

Text Analytics

Within the context of market research, this relates to the examining of text written by or about customers with the aim of locating sentiment, issues and opportunities that may not be picked up by other forms of monitoring or research. This is often assisted by text analysis software which helps segment the data and identify any patterns that exist.

Topline Report

A summary report from a market research study, containing key findings and recommended actions. A topline report does not provide detailed data nor explain methodologies but is an appropriate option for clients needing to understand the key conclusions without point-by-point explanation. See also Full Report.

A group discussion involving three respondents.

Usability testing

A market research technique in which respondents/participants are asked to perform a task or a series of tasks while being recorded or observed by a researcher with the aim of finding out where they encounter difficulties or experience confusion. Online retailers and service providers frequently conduct usability testing to test how easy their websites are to use.

Usage & Attitude Survey (U&A)

A survey designed to identify how often consumers are buying a particular product or brand versus competing products or brands and what they feel about a particular product or brand compared to its competitors. Often used as part of Product Positioning Research.

User Journey

The experiences that a person has when using or interacting with a particular product or service. Often used in relation to software applications or websites – for example the experience of using an e-commerce site. By mapping the user journey and identifying problem areas, website and application designers aim to improve the user’s  experience.

Video Survey

A type of unmoderated qualitative research in which participants respond to a series of questions or instructions by making a short video (usually on their smartphone) giving their answer. These videos are then uploaded for the client or moderator to review.

Viewing Facility (or Viewing Studio)

A venue designed specifically for hosting qualitative market research sessions. It will be equipped with audio and video recording and streaming facilities and usually enables the clients to watch the research taking place from a viewing area which is separated from the respondents’ area by a One-way Mirror.

Adjusting the value of the responses to a survey from over- or under-represented segments so that the final results are in proportion to those expected from the target population.

Word Association Test

A Projective Technique in which a researcher asks respondents what words they associate with particular products or brands.

Visual representation of the words associated with a brand or object. These words are in various sizes and are displayed in a cluster. The size of the word demonstrates how frequently the words have been mentioned.

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Glossary of Market Research Terms

by Lindsay Brown | Dec 5, 2014 | Market Research

Market research is the systematic process of data gathering and analysis to gain more information about customers and market competition. The information is then used to plan campaign strategies, improve current products, or diversify products within the brand.

Below we will define some common Market Research terms:

A.C. Nielsen Retail Index : uses point-of-sale data to provide information on the sales of a particular product, information of competing products, dealer and sales promotions, and retail prices.

Ad Hoc Surveys : surveys administered to the target audience who has never been surveyed on a particular subject before.

Ad Recall : survey respondents are exposed to an ad and then, at a later date, asked if they can recall it, measuring advertising effectiveness.

Ad tracking : monitoring a brands performance with an advertisement to determine the effectiveness of the media targeting, the quality of the advertisements, and ROI.

Applied Research : research that is conducted with specific objectives in order to develop new products or applications.

Asynchronous Research : survey respondents record their response on their own time; responses are not prompted.

At-Home Testing : research method where users are allowed to bring the product home for testing use.

Back Checking : the survey respondent is contacted after the research has taken place and questioned about the interview in an effort to authenticate the data was collected.

Benchmark : evaluating or checking something in comparison with a standard. For instance, you may compare your business processes with industry or competitor’s best practices.

CATI surveys : (Computer Assisted Telephone Interview) A software program that collects respondent’s data.

Causal Research : research that examines the cause-and-effect relationship among variables (a causes b).

Causation : the action of causing something.

Coding : how data is categorized in order to be analyzed.

Cohort : a group of people with a common statistical characteristic. For example, different age groups would make up different cohorts.

Competitive Intelligence : gathering, analyzing, and managing data and information regarding the business environment in which a company operates.

Convenience Sample : a research sampling strategy where the most accessible people are surveyed, as opposed to a random sample.

Coolhunting : marketing professionals make observations or predictions about changes in cultural trends.

Copy testing : (or pre-testing) the study of marketing materials prior to their release to research an ad’s effectiveness.

Customer Behavior : research that studies when, why, how, and where people do or do not buy a product.

Data Collection : the gathering and preparation of data for research purposes.

Data entry : the process of entering data from surveys, research, etc., into an electronic format.

Data Mining : the process of examining large databases to extract patterns from the data.

Data Warehouse : large database systems storing a wide range of information from within a company.

Data : statistics collected for research purposes.

DECIDE Model : a model of the decision-making process; Define the marketing problem, Enumerate the controllable and uncontrollable decision factors, Collect relevant information, Identify the best alternative, Develop and implement a marketing plan, and Evaluate the decision.

Demographics : objective classifications of consumers, such as their age, income, sex, education, etc.

Dependent Variable : depends on/affected by the independent variable(s). For example, if sales and price were your two variables, sales could be the dependent variable because it is impacted by the price (or vice versa).

Dichotomous Question : closed-ended question posed that only has two response alternatives, such as yes or no.

Eye tracking : tracking the pattern of eye movements to determine what part of an advertisement consumers look at and for what length.

Focus Group : a type of qualitative research where a group of people have a discussion on their perceptions, opinions, etc., toward a product or service.

Geodemographics : a combination of geographic and demographic information.

Heterogeneous Groups : a group of people who have diverse attributes.

Homogenous Groups : a group of people who have similar attributes.

Independent Variable : variation is independent of changes in the values of other variables and is the causative factor. For example, if sales and price were your two variables, price could be the independent variable because it causes sales to increase or decrease (or vice versa).

Likert Scale : type of rating scale used to measure attitudes where respondents identify their level of agreement or disagreement for a statement (for example: strongly disagree, disagree, neither agree nor disagree, agree, strongly agree).

Loaded Question : a type of question that has a false or questionable presupposition.

Longitudinal Study : research that consists of repeated observations of the same exact variables over a long period of time.

Market Segmentation : separating prospective buyers into groups that share common needs and that will respond similar to marketing efforts.

Market Share : the percentage of a market’s total sales that is earned by a particular company.

Market Structure : the characteristics that are found in a given market, such as the number of buyers and sellers, the levels of competition, etc. Perfect competition, monopolistic competition, oligopoly, and monopoly are generally the four types of market structures.

Market Research : the process of gathering, recording, and analyzing data and information about customers, competitors, and the market in which you intend to enter.

Nominal Scale : type of measurement scale where possible responses are categories and there is no order or structure (ex: religious preference, race, sex).

Objective : not influenced by personal feelings or opinions (unbiased).

Omnibus Panel : (or piggyback) respondents are measured repeatedly over time but on variables that change from measurement to measurement.

Predictor Variables : a variable that can be used to predict the value of another variable.

Primary Research : the collection of data that does not already exist; often called custom research.

Privacy Policy : a legal document published by organizations that shares how they keep information private, how the information is shared, and why it is collected.

Psychographics : the study and classification of people based on their individual psychological characteristics (attitudes, interests, opinions, lifestyle, etc.), as opposed to demographic information.

Qualitative Research : research that uses exploratory techniques to obtain words and descriptions as data, as opposed to numerical data.

Quantitative Research : research that uses numbers for data to analyze results.

Research Design : how the information is to be gathered for research, including the instruments to be used and how the information will be analyzed.

Sampling Error : the difference in the results from a sample from what the results would be if the entire population was surveyed.

Secondary Research : using existing data to conduct research.

Standard Industrial Classification (SIC) : a four-digit number that is used to categorize a company based on the type of business.

SWOT Analysis : evaluating your company’s internal strengths and weaknesses and the external opportunities and threats.

Syndicated Research : research performed by a research company that makes the results available for sale.

Systematic : carried out according to a fixed plan (methodical).

Additionally, various resources from omnipapers.com can be helpful for understanding and properly utilizing the terms and definitions in writing and professional documentation.

For more information about market research, view Market Research Types and Tips . Want more definitions? We have a comprehensive list of marketing terms available here: Modern Marketing Glossary .

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Welcome to the ultimate market research glossary in the making

From the A to Z of market research parlance, here’s an alphabetical list of words, acronyms and phrases used by market researchers (and clients) in the know.

SPEAK MARKET RESEARCH LIKE A NATIVE

Do you think of yourself as a veritable thesaurus of market research terminology?

Or as a complete novice when it comes to market research? 

Here’s a growing list of market research “jargon” you’re likely to hear when there’s talk of a research project in the air.

By the way, you may also want to take a look at our blog,   fact sheets,   market reports, or the useful videos.

AEPD (Agencia Española de Protección de Datos)

The AEPD or the ‘Spanish Data Protection Agency’ is the primary governmental authority that oversees compliance with Spain’s data privacy requirements. The Agencia is the Spanish counterpart of the Information Commissioner's Office.

In market-research parlance, an ‘agency’ is a contractor or subcontractor hired by an organisation or even another market-research business to plan, launch, manage, and/or fulfil a research project in part or its entirety. There are three key advantages to hiring an agency, as opposed to doing the research yourself: 1) Cost efficiency, 2) Mitigation of data bias, and 3) Scalability. Moreover, by hiring a market-research agency such as Intelligent Insights, your organisation can ensure your employees and other resources remain focussed on growing the core business.

Analysis is a crucial stage in any market-research initiative. It refers to the practicable interpretation of the data that has been collated. For example, analysis may reveal that the declining sales of a product is due to the brand losing its share of voice to a relatively new competitor, or a perceived lack of product differentiation.

AQR (Association for Qualitative Research)

The AQR is the premier industry body that champions the use of qualitative research and promotes its practice as well as the interests of its practitioners, both within the UK and in other developed or developing markets.

Your attitudes contribute to your worldview. An attitude is what you think, feel or believe about yourself, someone else, an experience, a social role, value, etc. In market research, usage & attitude (U&A) studies help marketers identify brand-growth opportunities by revealing not only what consumers buy (their usage) but also why (their attitude) they buy what they do.

An attribute is any one aspect of a brand, product, service, or even a person, e.g., price, size, colour, taste, after-sales service quality, and the like. Asking consumers to rate one or several attributes of a brand, for example, can help marketers assess the overall satisfaction of their consumers with their product or service offering in relation to a competing brand(s).

Audio (recording)

This refers to the audio recording of the sample-audience interviews that Intelligent Insights conducts on behalf of our clients during the course of a market-research task or project for analysis and/or transcription purposes. Intelligent Insights can also take up audiovisual and photographic recordings. Interviewees are informed in advance about such recordings, and their consent obtained before they are made available to clients.

B2B (BtoB, Business to Business)

Marketing a product or service to an organisation, instead of an individual consumer, is referred to as the business-to-business (B2B) trade or marketing model. A noteworthy aspect of this model is that although an entire organisation is the buyer, the buying responsibility itself is shared by several individuals representing various interests of the buying organisation.

B2B research

B2C (BtoC, Business to Consumer)

The marketing of products or services by any organisation to individual consumers or buyers is referred to as the business-to-consumer (B2C) or direct-to-consumer (D2C) trade or marketing model.

B2C research

A B2C market research task or project conducted on behalf of a business-to-consumer or direct-to-consumer organisation can uncover valuable qualitative, quantitative or combination data about buyers, end users, competitive factors, market trends, marketing-activity effectiveness, and the like.

B2E (BtoE, Business to Employee)

Also known as Employee Experience (EX), business-to-employee or B2E refers to any internal initiative that an organisation may introduce to ensure employee buy-in and promote workplace engagement and productivity.

Behaviour refers to your physiological & psychological response to environmental stimuli, including others, every-day or unique situations, and sensory events. Your attitude towards a given stimulus is likely to determine your behaviour. From positioning a brand for long-term success through to ensuring an economic moat, there are several advantages to understanding consumer behaviour.

BHBIA (British Healthcare Business Intelligence Association) 

The BHBIA is the flagship industry association of British healthcare research professionals. It provides members professional development and networking opportunities, establishes practice guidelines and codes of conduct, and represents the wider interests of the healthcare research community. Intelligent Insights is a BHBIA corporate member.

Blind study

In market research, a single-blind study is one in which identifying information about the client is withheld from the participants. In a double-blind study, such information is also withheld from the researcher who is responsible for conducting the exercise. Blind studies ensure participant response isn’t influenced by preconceived notions and also help to counter any confirmation bias on the part of the researcher. In practice, it may be necessary and even beneficial to disclose identifying information about the client to prospective or recruited participants as well as the researcher.

Brief (client brief)

The client brief, project plan or briefing document is the fundamental research roadmap created either by the client themselves or in collaboration with a B2B and B2C market-research contractor or subcontractor such as Intelligent Insights. It documents the why, who, what, where, when and how of the required market-research project. 

The briefing refers to the main in-person or virtual meeting that takes place between the teams representing the client and their market-research contractor or subcontractor. During the briefing, important aspects of the research exercise are discussed, and the teams reach a consensus regarding the outlay, approach, timeline, management, and deliverables. At briefings, Intelligent Insights is represented by a team made up of at least one Project Manager and the moderator/interviewer(s) responsible for conducting the actual interviews with the study participants.

Bulletin board

A bulletin board is a qualitative research tool. Research participants sign in to a web page to answer questions posed by the moderator/interviewer, and/or to add their own comments to an ongoing online discussion. A big advantage of bulletin boards is their scalability, both in terms of the number of participants that can be accommodated in a research study and the duration of participation. A bulletin board also facilitates opinion cohesion between study participants representing different geocultural backgrounds.

Business Intelligence

Business Intelligence (BI) refers to all the information about itself that an organisation can potentially use to make faster and better business decisions. It entails 1) data gathering or collection, 2) data storage, 3) data analysis, and 4) data interpretation and exploitation. Intelligent Insights also provides BI services to B2B and B2C enterprises.

Call centre

A call centre is a dedicated location from where an organisation's employees or outsourced agents can place telephone calls to prospects, customers and other consumers, and/or calls originating from such individuals can be fielded. A call centre comes into its own when the success of a market-research exercise rests on the participation of a large number of respondents. A call "centre" can be a physical or virtual location. A virtual call centre offers more flexibility in terms of the number of employees/agents that can be deployed as well as the number of calls that can be made or fielded in a given period of time. Intelligent Insights employs vetted virtual call centres for all computer-aided telephone interviewing (CATI) studies, enabling us to offer services that can be scaled on demand and employ the services of foreign-language speakers both within and beyond the UK.

CATI (Computer Assisted Telephone Interview)

CATI is a research method used in both quantitative and qualitative research. In this method, the respondents are contacted and interviewed over the phone. In quantitative research, the interviewer directs questions with the help of a structured questionnaire, while the questions posed in a qualitative study are open-ended or unstructured. The CATI method is generally used when a research study's objective is to gather quantitative intelligence but some qualitative input in the form of the respondents' spontaneous comments is still needed. In general, Intelligent Insights makes use of vetted virtual call centres to fulfil the CATI component of a client's research study.

CAPI (Computer Assisted Personal Interview)

Computer Assisted Personal Interviewing is a type of face-to-face research method. In a CAPI session, the interviewer or the respondent uses a portable or other electronic device (e.g., smartphone, laptop) to answer questions already preloaded in the device. If the respondent answers the questions by themselves, a market researcher remains on hand to provide assistance and clarifications. CAPI can be conducted in a wide variety of locations, e.g., at the interviewee's own place of residence or workplace, or using an interactive terminal located at a public place like a shopping centre.

CASI (Computer Assisted Self Interview)

Computer Assisted Self Interviewing is another research method. In it, the questionnaire is self-administered by the interviewee or respondent themselves. However, as in the previously mentioned CAPI method, a researcher remains on hand to provide any help the interviewee may want or need. One advantage of the CASI method is that the interviewee can tackle the questions at their own pace. The interviewer cannot see the respondents’ answers and the interviewees are thus likely to be more honest with their replies. CASI is also an inexpensive data collection method because the researcher's involvement is negligible. However, to ensure the data collected is valid and relevant, the instructions as well as the questions asked of the interviewee must be clear and unambiguous. Furthermore, the questionnaire must be as short as it can be and designed in such a way that it keeps the interviewee engaged throughout.

CAWI (Computer Assisted Web Interview)

Computer Assisted Web Interviewing is an online research method. In it, the interviewee or respondent self-administers a questionnaire using their own or a provided Internet-enabled electronic device, such as a smartphone, tablet or laptop. The questions can range from those designed to determine the eligibility of an individual to participate in a study through to the actual research-related items. CAWI is often used in quantitative research that involves a large sample population, requires relatively short interviews, and seeks little to no qualitative inputs. CAWI is both inexpensive and time saving because it does not require the active involvement of the researcher, and respondents can tackle the questionnaire at a time convenient to them. However, technological and cultural considerations may rule out the use of the CAWI method in some countries and regions.

Central location

This refers to the actual location which hosts one or several individuals (or batches of them) invited to take part in face-to-face market research. The location can be a controlled environment, such as a research facility; the residential or workplace address of the study participant themselves; a property of the organisation that commissioned the study; or a hired venue (e.g., hotel).

Classification question

Classification questions are ones designed to categorise prospective participants and populate each category with the right quota of participants. Such questions are included in the screener, the short questionnaire used by the researcher to identify a prospect for a study and exclude or include them for consideration.

Closed question

A closed question is one that limits the reply of the study participant to a set of predetermined answer options. Examples include items with 'Yes', 'No' and/or 'Maybe' answer options; Likert-scale items (e.g., 'Strongly Agree' through to 'Strongly Disagree'); and star rating scales (e.g., 1 star for 'Poor' through to 5 stars for 'Excellent'). To ensure all possible answers are accounted for, it is common practice to include 'Other (please specify)' among the answer options. A multiple-choice question or MCQ can also be considered a closed question but only if it permits the participant to limit their reply to more than one of the predetermined answer options. An entirely closed-question questionnaire or one including such items is used when all possible answers that can be given by study participants are already known. Closed questions are widely used in quantitative research, but unsuitable in qualitative studies that seeks granular insights.

CNIL (Commission Nationale de l'Informatique et des Libertés)

The Commission Nationale de l’Informatique et des Libertés (CNIL) is the French equivalent of the British Information Commissioner's Office. It has oversight of how data about and belonging to citizens and organisations can be acquired, handled and used.

Company Partner

The 'Company Partner' accreditation of the Market Research Society, the world's leading association of research professionals, is an assurance that a professional market-research organisation, such as Intelligent Insights, invests in the continuing professional development of the people that it employs and also upholds the reputation of the market-research profession in the course of its dealings with clients, research participants, and third-party vendors.

Completion rate

The completion rate refers to the actual number of surveys completed in their entirety in comparison with the total number of surveys that make up a study. Market-research agencies can charge clients for and pay participants of only completed surveys. Costs associated with such surveys are expressed in 'per complete' terms, and do not account for absentee participants.

Confidentiality agreement

Also known as a non-disclosure agreement (NDA), a confidentiality agreement is any legally binding agreement reached between a client and a market-research agency. In simplistic terms, it restrains and limits the latter and research participants from divulging some or all of the information associated with a specific study commissioned by the former to any unauthorised entity, be they an employee, subcontractor, or a competitor or some other third party.

Consumer research

Consumer research is market research that focuses on the consumer goods and service markets. This type of studies typically tries to find out how big the market is and its value (market size), what consumers buy, how often and why, what new products and services consumers would be interested in, how much they would be willing to pay for them, etc. The participants in market research are users/non users and buyers/non buyers of certain consumer goods and services.

Content analysis

Content analysis consists in trying to understand and interpret the data collected during the fieldwork phase of the market research by identifying the salient messages in the data. The analysis can be done from audio or video recordings, notes or transcripts, using more or less sophisticated software, from Microsoft excel to specialist software such as SPSS for quantitative studies. The analysis can be 

Cost per interview (CPI)

The CPI is the cost of interviewing—or moderating the participation of—an individual study participant, usually on a single occasion. Generally, the figure quoted is comprehensive, i.e., it accounts for most, if not all, of the service components that need to be deployed to carry out the research study. Comparing the CPIs quoted is a common practice when considering a shortlist of research contractors or subcontractors. By also being mindful of the research methodologies and recommendations proposed by the agencies in general, even a startup with budgetary constraints can ensure the best value.

Data Controller

A data controller is an individual or organisation responsible for ensuring that they acquire, handle, secure and use data in a manner that complies with the General Data Protection Regulation (GDPR). Any legal entity commissioning or sponsoring a market-research study is considered by law to be the data controller, making them responsible and liable for any breach of the GDPR that may subsequently occur. A data controller can also double as a data processor if the decisions regarding how the data is to be used are also made by them.

Data mining

Data mining is the process of sourcing and collating quantitative or qualitative intelligence from datasets, machine-learning algorithms, and the application of statistics.

Data privacy

Data privacy refers to the practice of ensuring that personally identifiable information about an individual is accessible by and made available to only authorised legal entities or their legal representatives. Data protection and privacy in the European Union and the United Kingdom, for example, fall under the purview of their respective General Data Protection Regulation (GDPR).

Data processing

In market research, data processing is the stage at which the data that has been collected is readied for analysis after it is coded and tabulated.

Data Processor

A data processor is any legal entity that is authorised by a Data Collector to process the data collected by the latter in a predetermined manner for eventual analysis. Although not responsible for the actual collection of the data, a data processor is bound by and liable for non-compliance with GDPR requirements. A data controller can also themselves be the data processor. Market research agencies that collect and/or handle data on behalf of their clients are deemed data processors.

Data Protection

Data protection refers to the "checks and balances" put in place by a Data Controller or Data Processor to not only ensure that only authorised individuals and organisations or their legal representatives can gain or have access to market-research data but that they also use it in a fair and responsible manner.

Data Protection Officer

A data protection officer is any authorised individual or other legal entity responsible for ensuring that personally identifiable data is processed in a way that complies with the laws concerned, e.g., GDPR.

A debrief is a meeting between the client principals or representatives and their market-research agency counterparts to specifically discuss the key takeaways of a commissioned market research study. A debrief can be scheduled as and when needed, e.g., an initial debriefing following a certain number of interviews may be necessitated for the client's own internal analysis and reporting because of time constraints on their part. Generally speaking, a debrief happens only after the client is in receipt of the deliverables, e.g., analysis, report, executive summary, transcripts.

Demographics (demographic data)

Demographics describe study prospects or recruits in terms of quantitative traits, e.g., social class, sex or gender, age, race, location, level of education, personal or household income. Many countries, including the UK, use a social-grade demographic classification (A, B, C1, C2, D and E) to identify individuals on the basis of their social class, which can range from 'Upper middle class' through to 'Non-working'. In BtoB research, demographic data often includes information about the individuals' past and present job titles, their position in a hierarchy, job responsibilities, etc.

Desk research

Desk research is synonymous with the practice of collecting and analysing secondary data. Such data can be sourced from internal document assets, including sales or accounting reports, and also from information in the public domain, e.g., directories, government and other reports, websites, social media.

DFU (Detail Follow Up - Detailed Follow Up)

A Detail Follow Up is a type of research that measures how well a sample audience is able to recall one or more value propositions or sales messages. The respondents may also be asked their opinion of the same and to rate each of them on the basis of several parameters. The ultimate objective of the DFUs is to help clients identify value propositions or sales messages that are likely to resonate better with prospects and customers. Carried out at predetermined intervals to account for changes in recall strength, the DFUs provide both cost as well as time efficiencies. If your organisation is considering a DFU for the first time or needs a fresh pair of eyes to oversee your next DFU campaign, Intelligent Insights has both the experience and expertise to help you ensure the best value.

A diary makes it possible to collect qualitative participant data. Study participants are encouraged to record personal aspects of interest to the study in a log or diary over the course of a predetermined period of time. Because participants can record their feelings, thoughts and opinions about themselves, an experience, or a brand, person, product, service or organisation in near real time, the diary method can provide richer and more insights. However, the scope of the study must be clearly defined for the diary method to yield the expected results; otherwise, too much unnecessary data may also get recorded. Moreover, this method also necessitates intensive project management in order to ensure participants remain engaged and log entries without fail.

Discussion guide

A discussion guide is the questionnaire used to conduct qualitative interviews. 

Also known as a Duo, a dyad refers to a group of no more than two study participants—who may or may not be known to each other—who are interviewed simultaneously by a researcher. Although recruitment associated with such interviews requires relatively more time, the advantage of the dyad method is that the participants are generally likely to be more candid in their replies because of their interaction throughout the session. Dyads are useful especially when participants can't or won't participate by themselves or because the study itself is designed to factor in a third person's point of view.

Employee experience (EX)

In simple terms, employee experience refers to the overall feelings and thoughts you have or associate with a past, current or prospective employer. The concept of the employee experience can inform the entire employment spectrum, i.e., from recruitment planning through to an exit interview/retirement. The concept dovetails with corporate governance.

Employee experience market research

Employee experience market research is research that focuses on the interactions of an employee with their employer.

The European Society for Opinion and Market Research (ESOMAR) is an international membership organisation of research, data analytics and insights professionals. In its role as an advocacy, ESOMAR promotes the interests of the profession as well as the wider application of research, data analytics and insights to addressing socioeconomic opportunities and challenges. Founded in 1948 and headquartered in Amsterdam, the Netherlands, ESOMAR also champions the responsible and ethical use of data by individuals and organisations.

Ethnography

A branch of anthropology, ethnography is a qualitative research method that makes use of the observation method to study research subjects in an uncontrolled, natural environment, e.g., supermarket, sports facility, a point of sociocultural assembly. The data stemming from ethnography can be in the form of written records, photographs, and audiovisual recordings.

EU data representative

According to the GDPR, a non-European Union Data Controller or Data Processor is required to appoint an EU data representative in any EU member state(s) where their research study is planned to be undertaken and/or the ensuing data processed. The role and responsibilities of a data representative are distinct from those of a Data Protection Officer. Besides acting as a representative of a data controller/processor, a data representative can help you ensure the actual processing of the data is in compliance with GDPR regulations, present documentary evidence of compliance to authorities on your behalf, and keep you abreast of any changes in GDPR requirements. What's noteworthy is that the GDPR itself does not specify any major responsibilities vis-à-vis a data representative.

Executive summary

As the phrase suggests, an executive summary is a time-saving synopsis of the study findings or recommendations that have been documented in detail in a given report. Besides the full report itself, an executive summary is one of the deliverables (e.g., transcripts, recordings, analysis) made available to clients of Intelligent Insights following the conclusion of the data collection, collation & analysis process.

Exploratory research

Exploratory research refers to any qualitative research that is carried out with the aim of helping a client gain insight into a situation, environment, opportunity or audience about which they have little or no knowledge. The objective of exploratory research can range from identifying new market segments through to identifying any weakness inherent in a competitor's business moat.

Face to face (F2F)

Face-to-face market research involves the respondent and the market researcher being both in the same location at the same time. To be complete by ES with the advantages and disadvantages of F2F

A 'facility' refers to the physical location where in-person interviews are conducted or respondents form focus groups during the course of a research study. Facilities can range from the respondent's own residential/work address to a chartered hotel venue and from a supermarket to a property owned by the client themselves. Some interviews and focus groups are typically organised in special facilities fitted with one-way mirrors and even special audio, audiovisual and/or photographic recording technology.

Since 2013, the 'Fair Data' accreditation of the Market Research Society, the UK's leading association of research professionals, has been awarded to those market-research organisations that demonstrate the highest standards of professionalism in the way they handle the personal data of the study participants they recruit on behalf of their clients. Intelligent Insights is in the process of becoming a Fair Data market-research company.

Fieldwork is the classical method used to collect primary or first-hand data in market research. In a fieldwork study, researchers observe or interact with the study subjects and collect, collate and analyse the observations or findings for the benefit of clients. Unlike agencies that offer fieldwork services and little else, Intelligent Insights is a full-service market research enterprise and clients can take their pick from the A to Z of market research services on an à la carte basis.

Findings, in market research, refer to the research data following its final interpretation or analysis. Findings answer the question(s) that necessitated the research study in the first place. Clients expect to strike pay dirt with findings.

Focus group

A focus group or group discussion is one of the most commonly used classical study methods in qualitative research. In this method, five to 12 study subjects gather in a viewing facility, which is equipped with sophisticated audiovisual recording technology, to talk about a topic(s) that has a direct bearing on the objective that a research study is designed to achieve. By triggering interaction between the participants, a focus group can help to uncover insights that other qualitative research methods, including in-depth interviews, may have failed to surface. A focus group is steered by a market researcher known as a moderator. The moderator plays a crucial role in ensuring that all participants are heard and the discussion stays on track.

GDPR (General Data Protection Regulation)

A legally enforceable act passed by the European Union member states in 2016, the General Data Protection Regulation (GDPR) regulates how data associated with individual citizens is obtained, secured, used and transferred within the European Union as well as the European Economic Area. Following their 2020 exit from the European Union, the United Kingdom regulates data belonging to their subjects on the basis of the UK GDPR.

Group discussion

See focus group

HCP (Healthcare professional)

Healthcare professionals or HCPs are health, care and allied practitioners, including doctors, nurses, dentists, pharmacists, and therapists. These individuals practice in the public or private sectors. Intelligent Insights' suite of healthcare research services allows clients to tap into the expertise, experience and outlook of such individuals for their research studies.

Healthcare research

Healthcare research is market research that can have as its focus the healthcare industry, the professionals who populate its various sectors, the goods and services consumed by it, the professional and organisational buyers who purchase its products and services, or the end users who consume its products and services. From understanding everyday buyers of over-the-counter (OTC) medicines to the organisations that sell goods and services used in an institutional healthcare setting, healthcare research has a wide application. The Intelligent Insights team has several years of international experience in this highly regulated and specialised research area.

Household interview

Household interviews are a data collection method in which all members of a sample household are interviewed for the purpose of the study. 

HUT (Home Usage Test, Home Use Test)

see IHUT (in-Home Use Test, In-Home User Test)

See Information Commissioner's Office (ICO)

See In-depth interview

IHUT (in-Home Use Test, In-Home User Test)

Also known as the In-Home User Test, an in-Home Use Test (IHUT) is a qualitative research method. In this method, study subjects are given a product(s) and asked to use it as spontaneously or naturally as they can within their home or other everyday environments and situations. The IHUT method is particularly useful for uncovering insights needed to inform new product development and product testing. The IHUT's advantages include helping a product team to consider their product from the disinterested point of view of the actual product user in the context of a real-world situation, understand the needs that it meets or fails to meet, and gauge the strength of the user's buying intention post-use.

Many ordinary individuals agree to take part in market research studies because of the incentives promised to them in return for their time and opinion. Incentives can take a monetary or non-monetary form. For example, everyday participants may be paid a pre-agreed amount in cash, compensated with a shopping voucher, or allowed to keep the product after the study ends. More sophisticated study participants may be compensated in a way befitting their professional profile, e.g., a complimentary copy of the B2B research findings. The value of the incentive is subject to the class of sample population, the type of research conducted, the research methodology itself, and the length of time and the nature of the engagement required of the participants. It must be noted that some studies may "compensate" participants by entering them in a prize draw or making a donation to their favourite charity.

Incentive fulfilment

Incentive fulfilment is the process of finally compensating the study participants for their time and opinion. The market-research agency that conducted the study on behalf of the client is also usually responsible for this stage of the research project.

Incidence rate (IR)

The incidence rate refers to the percentage of people eligible and invited to participate in a given study. The incidence rate is an important marker in market research as it reveals the level of difficulty associated with reaching a given target audience. Once the incidence rate is known—usually after the recruitment or research is well underway—it is useful in determining the budget for recruitment, the monetary value of the Incentive, and the length of the study method; the lower the incidence rate the higher the study costs.

In-depth interview (IDI)

An in-depth interview (IDI) is a qualitative data collection method. It involves a face-to-face, one-on-one conversation between a participant and a market researcher known as a moderator. Typically lasting from 45 to 60 minutes, an IDI can be conducted in a home, workplace or any other pre-determined environment. This method is indispensable when detailed information is to be sought from study participants or the study is designed around a sensitive subject.

Individual depth interview (IDI)

Industry expert

An industry expert is an individual whose knowledge about a specific industry or sector is both wide and deep. Such individuals can enrich the outcomes of a market-research study by sharing their insider knowledge, experience and expertise with market researchers.

An influencer is an individual who is perceived by their peers as possessing the kind of experience, expertise and thought leadership that has the power to influence not only their own opinions about an area of interest but also that of the powers that be. It is well worth the effort to include influencers in the target audience as well as the sample population when planning a new product development study or attempting to gauge the impact of popular culture on individual behaviour.

Information Commissioner's Office (ICO)

The Information Commissioner's Office (ICO) is the national data protection authority of the United Kingdom. As many as 10 acts and regulations fall within its ambit, including the Data Protection Act, Freedom of Information Act, GDPR, and Environmental Information Regulations. The CIO is a non-departmental public body and as such reports directly to the Parliament. Besides carrying out its mandate within the borders of the UK and British overseas territories, the ICO works in an advisory role with European and other non-UK data protection & information regulators to standardise data-protection policies and practices.

Information objective

The phrase 'information objectives' refers to the degree of detailed information a research study is expected to uncover in order to be deemed to have succeeded in fulfilling its purpose.

See Face to Face

International market research

International market research is any study that spans several countries or distinct economic regions. By its very nature, international market research is complex and complicated, and involves overcoming several regulatory, cultural and language barriers. If the geographical footprint of the study covers distinct linguistic and cultural populations, then localisation in the form of real-time interpretation and the translation of the collated data into a required language(s) are likely to be necessary. Local holidays, research methodology limitations and preferences, sentiments regarding research in general, and the like, may also need to be taken into account when planning an international market research study. Intelligent Insights has access to a global network of vetted and proven market researchers to help us carry out a wide variety of research in some of the world's most developed and promising markets.

Internet survey

See Web survey

Interpretation (interpreting)

See Simultaneous translation (interpretation)

Interpreter

See Simultaneous translator

In an interview, a market researcher known as a moderator asks a study participant(s) several open- and/or close-ended questions in order to elicit information about the latter's feelings, thoughts, opinions and habits regarding a topic of interest. An interview is a source of primary data, i.e., first-hand information. Intelligent Insights has proven experience in planning, organising, managing and analysing both quantitative and qualitative interviews.

Interviewer

An interviewer or a Moderator is any market researcher who is responsible for conducting the actual quantitative or qualitative Interview with a study participant(s).

Join.me is one of the popular Unified Communications & Collaboration (UCC) services platforms that the Intelligent Insights team uses to conduct web-enabled interviews or meetings with study participants, clients, prospects, and subcontractors.

Very similar to a diary, a journal is one of the ways study participants may be asked to record their feelings, thoughts, opinions, and experiences in relation to a topic of interest. Unlike with a diary, a journal is more loosely structured and this fact therefore ensures study participants are more spontaneous when using it. Journals can be completed using pen/pencil and paper, by making a data entry, taking pictures, and recording videos.

Key opinion influencer (KOF)

See Influencer

Key opinion leader (KOL)

A key opinion leader (KOL) is any third-party individual who has expert knowledge about and expertise in an area which is of interest to the direction or objective of a planned or ongoing research study. The KOL is likely to wield a lot of indirect influence on other individuals, their peers, their sector/industry, and the trade media.

Length of interview (LOI)

The 'Length of Interview' is the average amount of time an interview with a study participant is likely to last in its entirety, i.e., from the time the interviewer establishes rapport with the individual participant through to the interview's logical conclusion. The LOI is an important consideration when determining the overall cost of the interview. The more time required of an interviewer/moderator and the more add-ons required (e.g., transcription services), the more the cost of the interview is likely to be. In some cases, the final cost of the interview is also influenced by the unusually high financial compensation that may be required to guarantee respondent participation. Typically, the average LOI can last anywhere from 30-60 and 10-20 minutes for individual qualitative and individual quantitative research respectively, while a focus-group discussion can last from 90-120 minutes.

Likert scale

How often do you find yourself referring to a glossary of market-research terms in your everyday work-life: 1) Very frequently, 2) Somewhat frequently, 3) Neither frequently nor rarely, 4) Somewhat rarely, or 5) Very rarely? That, lady or gentleman, is an example of a Likert type of psychometric scale. Instead of asking questions that have a 'Yes' or 'No' answer or an open-ended question whose answer can potentially meander into the realm of irrelevance, a Likert-type question helps to quantify the degree of the study participant's stimulus response. Likert-type questions usually have from 5 to up to 7 or 10 answer choices, and may even "force" the participant to quantify their experience by excluding middle or neutral answer choice. The Likert scale remains one of the most widely used scaling methods in market research.

MRS (Market Research Society)

The London-based Market Research Society (MRS) is a professional association of analytics, insight and research practitioners. The membership organisation and advocacy group has individual members and accredited Company Partners, including Intelligent Insights, in over 50 countries. Besides working to advance the interests of its members and the sector, the MRS serves as an industry regulator and is also a gateway to various resources for prospective clients and procurement professionals.

Market research study

Market segmentation

Market segmentation is a strategic marketing activity. It can help a business to identify a homogeneous group of individual or institutional consumers who are a best fit for a product/service. Using market research can not only uncover useful insights that can inform market-segmentation decisions but also help a business mitigate confirmation bias.

Medical research (medical market research)

This is research with a healthcare or medical-sector focus. Service providers (hospitals, polyclinics, etc.), clinicians, administrators, manufacturers (medical devices, pharmaceuticals, etc.), and healthcare enterprises can all potentially commission a research study or themselves be the subject of one. From concept to execution, Intelligent Insights has substantial international experience in this research area.

The 'method' refers to the process that is used to conduct the actual research. Market research professionals—like their sociology, psychology and even medical science counterparts—make use of the primary and/or secondary research method(s). In primary research, market researchers document and collate original information or data by interviewing sample audiences or observing a cohort's interactions and interpersonal & attitudinal dynamics. In secondary research, information or data that is already available is analysed and converted into actionable insights.

Methodology

By default, a 'methodology' refers to the type of information or data sought. A research study can make use of a qualitative, quantitative or a combination methodology to elicit a granular, big-picture, or combination intelligence respectively.

You are a millennial if you were born in any year falling within the two decades leading up to the beginning of the 21st century, or even in the early 2000s. If you weren't, then Intelligent Insights can help you understand this much misunderstood but influential demographic cohort.

Mini focus group

As the name suggests, a mini focus group is one that involves fewer study participants in comparison with a standard focus group. Typically, such focus groups are six-participant strong; standard groups can involve 10 or more.

The moderator is a market researcher whose role is to steer the conversation with one or several respondents using a document called a discussion guide which lists the list of topics to be covered and/or questions to be asked.

NDA (Non-disclosure agreement)

See Confidentiality agreement.

New product development (NPD)

New product development (NPD) is the process of conceiving of a new (or improved) product/service and then fleshing out the idea into a marketable prototype or finished product/service. As a market-research agency that has proven experience in the area, Intelligent Insights can work with NPD principals—at startups through to established multinational companies—to assess the validity of a concept, test a prototype, and assess marketing options.

Non-disclosure agreement (NDA)

Net Promoter Score (NPS)

The Net Promoter Score or NPS is a metric associated with informal quantitative research. NPS is commonly used to evaluate the general satisfaction of consumers at any given time using a numerical scale of 0 or 1 through to 10 or 11. While simplistic—it doesn't account for the relative consumer satisfaction vis-à-vis select criteria—the NPS is a relatively quick and informal method to determine consumer sentiment.

Non-response

The failure on the part of an individual belonging to a sample population to take part in or complete a study is referred to as a 'non-response'. If statistically significant, non-response can lead to bias. Non-response bias makes itself known as a glaring contrast between the reported experience of responders (or the target audience) and that of non-responders. Non-response bias can potentially undermine the validity of the entire study.

Observation

The observation method of data collection involves a market researcher simply observing the subject of the study (as opposed to interviewing them or interacting with them directly in any other way) and recording their responses or behaviour. In some cases, the subjects might be informed—and their permission sought—of this fact beforehand. The observation method is particularly useful in collecting data pertaining to spontaneous behaviour and to provide some context to it.

Online community

An online community is a qualitative research resource. It is made up of a homogeneous group of individuals (a cohort) who network and collaborate online with each other and participate in various activities and exercises before sharing their views on a particular subject of interest with a research team. One big advantage of using an online community is that the data generated by it can be collected and collated in real time. An online community is a good way to harness individual and group creativity and insights. If the objective the study is designed to achieve demands it, the participants in an online community can also include client representatives and/or the researchers themselves.

Online conferencing (platform)

See Video conferencing (platform)

Online survey

An online survey is any data-collection study that makes use of an online questionnaire. Participants are required to answer the questions by themselves but within a stipulated period of time. Efficient in terms of both cost and time, an online survey is a good way to conduct a study that is designed to seek little or no qualitative inputs.

On-site survey

An on-site survey is any data-collection method that involves gathering data in situ, i.e., at a place where the target audience is represented in statistically significant numbers. As a relatively large proportion of individuals at a county or trade show/fair, for example, is likely to qualify for participation in some research studies, a corresponding on-site survey can be a cost- and time-efficient data-gathering method. One can be designed to be either self-administered (completed by the respondents themselves) or administered by a researcher.

Open question (Open-ended question)

Open questions (or open-ended questions) are questions that can be answered freely by the respondent without any restrictions in how they’re answered. Open questions are most commonly used in qualitative research.

Osgood scale

See Semantic differential scale

Participant

A participant is a person who takes part in market research. They can also be referred to as "Respondent". 

Patient research

Patient research focuses on uncovering insights stemming from the medical pathologies that patients are diagnosed with and/or the subsequent treatment they receive in an outpatient, home-, or inpatient care environment.

Personal data

In the context of market research, personal data is any personally identifiable information associated with a legal entity (an individual or organisation) that is a potential or current subject of a research study, or was one in the past. Examples of personal data include full names, national or other identification numbers, contact details, demographic information, licence details, taxation-related identifiers, and the like. Handling personal data fairly contributes to ensuring the legal entity's right to privacy.

Pilot interview

As the name suggests, a pilot interview is a test interview conducted to determine how well a focus-group discussion guide or an interview questionnaire is likely to hold up in a field or real-world research scenario and help researchers achieve the study objective. Besides helping the researchers to test the validity of a guide or questionnaire, a pilot interview can help them determine the ideal length of interview, order of questions, where interviewer/moderator prompts may be required to sustain the interest of the respondent(s), ambiguous questions, and the like.

Pilot phase

In a pilot interview, the pilot phase is the time allocated to a researcher to test a discussion guide or an interview questionnaire, along with any stimulus material designed to supplement it, and optimise it (or both) in real time.

Pilot questionnaire

In market research, a study questionnaire needs to be both valid and reliable, i.e., it should be consistently accurate in its ability to collect the data required. To mitigate the possibility of inconsistencies and anomalies in the final questionnaire, market researchers design and test a trial version(s) called a pilot questionnaire.

Pilot survey

The pilot survey is a survey that is launched with a small sample of respondents to test a questionnaire before it's fully deployed with the full sample in order to detect and fix any issues with the survey.

Plan (Research)

See Research plan

Primary research

Primary research involves original research, i.e., the intelligence needed is obtained by researchers from scratch through first-hand interviews and/or focus-group discussions. This type of research is often necessitated when the information or data required is either unavailable or if available is not credible enough.

Privacy (data)

See Data privacy

Private data

Private data is any information associated with an individual or that can be used to identify them, e.g., names, contact details, health profiles, tax information, national identification particulars. Private data does not lend itself to being made available without restrictions because of its sensitive nature.

A probe is a question that encourages a study participant to elaborate on an answer. A probe can be directed at the participant by a researcher or a self-administered questionnaire either because the answer was incomplete, vague or merits further exploration.

Probing is the act of asking a Probe or follow-up question to an answer provided by a study participant. Probing can not only encourage the respondent to provide a complete and/or clear answer but may also help the researchers uncover greater insight.

Product Placement Test

See IHUT (in-Home Use Test, In-Home User Test)

Project management

Project management is one of the most important aspects of market research. It involves the mobilisation and coordination of all the working parts needed to plan, launch and carry out a study. From designing the actual study itself to presenting the study findings to the client, the project manager of the market-research agency, such as Intelligent Insights, works in close liaison with the client to ensure that the entire project goes according to plan and without jumping the time and budget rails.

Project setup

The setup or Project setup is the process of preparing all the things/steps necessary to carry out the market research project (e.g. organising translation, briefing recruiters and moderators, calculating timelines for each steps, etc.).

A prompt is a verbal, printed or visual nudge, e.g., example answers or additional stimuli, designed to elicit the answer desired from a study participant. Prompts can feature in both self-administered questionnaires and moderated interviews and discussions. 

In market research, prompting refers to the act of nudging or encouraging a study participant to answer a question or some other enquiry. The nudge or prompt can be in the form of a follow-up question—which is either asked by an interviewer/moderator or included as an item in a self-administered questionnaire—or some other stimulus.

Public data

Unlike Private data, public data is data that can be accessed, modified, shared with others or monetised by anyone freely and with little or no restrictions. Such data generally falls outside the ambit of national, regional and/or international data privacy laws and regulations.

Qualitative research

Qualitative research refers to any market research that is designed to explore the nuances of a topic of interest, e.g., descriptions/aspects, reasons/motivations, means/methods. In other words, qualitative research answers the Who, What, How and Why questions.

Quantitative research

In stark contrast to Qualitative research, quantitative market research addresses itself to gathering, collating and analysing data representing amounts, numbers, frequencies, and proportions. Unlike qualitative research, it answers the How Much, How Many and How Often type of questions.

Questionnaire

A questionnaire is a document that comprises a number of open- and/or close-ended questions and/or other items. It can be either self-administered (answered by a study participant themselves with marginal help from a market researcher), or used as an aid by a researcher in an interview, a discussion or a focus-group environment to elicit the information required from a study participant(s). The questionnaire used in qualitative research is referred to as a 'discussion guide' or an 'interview guide'.

Quota sample

A quota sampling is a method of picking prospects for inclusion in a study on the basis of controlled criteria rather than at random.

Rating consists in market research participants scoring variables using a scale to measure respondents' attitudes.

Ranking consists in organising variables in order (e.g. of preference, importance, value, etc.). In market research, it is common to ask market research participants to rank brands, products in order of preference or to rank the attributes of a product or service in terms of their importance to the respondent. 

In market research, interviews with and focus-group discussions involving study participants are recorded in electronic and/or paper form(s). All interviews and discussions conducted by Intelligent Insights are recorded in audio, audiovisual, photographic and/or paper forms for the dual purposes of analysis and transcription. All recordings are stored digitally for a finite period of time, before being disposed irretrievably to ensure data protection. Any recordings that are shared with clients are only done so with the prior consent of the study participant(s) concerned.

Recruit (noun)

In market research, a recruit is someone who has been recruited to take part in market research, either on the basis of specific characteristics or on a random basis.  

Recruit (verb)

In market research, recruiting consists in finding people willing to take part in market research who meet predefined characteristics or who are chosen randomly.

A recruiter is a market-research (or other) professional who is responsible for recruiting a sample audience, which represents a target population. Their job is to identify, contact and screen potential study participants on the basis of a selection criteria, and then invite those who qualify to participate in a research study or enrol themselves for future consideration. Intelligent Insights complements the direct recruitment that we do with the services of a network of trusted third-party recruiting professionals. 

Recruitment

Recruitment refers to the actual process that a recruiter follows to identify, contact, screen and enrol individuals in order to constitute a sample audience, which represents a target population. Intelligent Insights complements the direct recruitment that we do with the services of a network of trusted third-party recruiting professionals.

The report is a key part of market research as it contains all the findings derived from the data collected and analysis, along with any recommendations to the client. The report delivered at the end of the market research project must be usable both on its own and with a presentation by the market researcher. It must be actionable, i.e. the client must be able to act based on the insights and recommendations in the report and it must be tailored to the needs of the audience it was written for (e.g. the R&D teams will likely have different information needs from the sales or marketing teams).

Reporting is the process of writing a summary document (the report) containing the key findings of the market research study with graphs, charts and verbatim quotes, conclusions and recommendations. 

Market research (or research) is the collecting of information/data on a market, sector or segment of a market in order to understand better the motivations and behaviours of the various players in that market with a view to designing or improving the development, marketing and selling of products and services intended for that market/sector. 

Research design

The research design (or market research design) is the roadmap for conducting the market research based on the research objectives identified. It includes/defines the methodologies and techniques that will be used to carry out the research project, the resources and timelines required for each step of the project and the budget.

Research material

'Research material' refers to all the main documents and objects as well as supplementary materials used in the course of planning, launching, managing and concluding a market-research study. In qualitative and quantitative research, the main documents used are discussion guides and questionnaires respectively. Discussion guides serve as stimulus materials to elicit insights from focus-group participants. The questionnaire format is used to screen potential study participants, create an enrollee profile, and even to record answers provided by participants. The supplementary materials used by interviewers or moderators can be printed literature, electronic files, three-dimensional or other sensory objects, and the like—such materials can be made available to prospects or recruits any time before, during or after the actual research period in a physical and/or electronic form(s). Multicountry studies may require the research material to be not only translated but also be culturally relevant.

Research objective

See Information objectives

Research plan

The research plan sets out the key information about the research such as defining the problems that need to be addressed (i.e. the reasons for needing the research), the general objectives of the research and the more specific information objectives as well as the research design (what questions will be asked, how, where and from whom the data will be collected, the timeframe for conducting the study and the budget available).

A respondent or 'participant' is any individual who is interviewed by a researcher or takes part in a self-completion survey or a moderated discussion along with at least one other participant for the purpose of a market-research study. From ordinary consumers through to hard-to-reach individuals (e.g., healthcare professionals, CXOs, subject-matter experts), Intelligent Insights' reputation can serve as your gateway to a wide variety of audiences.

Response rate

The response rate is an important metric in market research. It indicates, as a percentage, the number of people who actually took part in a market-research study. To convert the response rate into a percentage, the number of actual participants is first divided by the number of invitations sent. Then, the result is multiplied by 100.

RFI (Request for Information)

A Request for Information can be the first step towards shortlisting and selecting a market-research agency. Many organisations in the private and public sectors can benefit from the wide range of services offered by a market-research agency. However, organisations may either wish to make a more informed decision before shortlisting prospective agencies or to hire an agency only after doing due diligence. In both cases, they can either float a public RFI or solicit the required information by contacting an agency such as Intelligent Insights directly.

RFP (Request For a Proposal)

Supposing an organisation that wishes to hire a market-research agency has the experience and knowledge about what working with one entails, or has gone through the responses to a Request for Information with a fine-toothed comb. Their next step will be to float a public Request for Proposal or contact a handful of agencies in order to obtain detailed proposals for the conduct of the actual research study. Intelligent Insights, for example, can discuss your organisation's needs, objectives, and budgetary & timeline considerations with your team and suggest a research methodology and deliver outcomes that are both cost and time efficient.

RFQ (Request For a Quote)

If an organisation floats a public Request for Quote or solicits an RFQ by contacting one or more market-research agencies, they are possibly one step away from awarding the research contract. Unlike a Request for Information or Proposal, the RFQ lists the exact services that are required of the agency that will eventually be awarded the contract and asks respondents for a detailed estimate for providing them.

The sample is the group of market research participants in the market research project. It may be a random sample or recruited based on specific criteria to reflect some characteristics of the target audience.

Sample size

The sample size is the number of market research participants in the market research project. It is represented by n = x. The sample size maybe decided arbitrarily (e.g. based on available budget, recruitment difficulties, etc.) or, in quantitative studies, it may be determined by calculating a number based on the accuracy level required of the data collected. An accuracy rate of 95% is typically accepted in market research.

Sample survey

A sample survey is a type of data collection in which the study is conducted with a part of the target population with the objective to draw conclusions/inferences from the sample data collected.

Scales are a method for measuring opinions, attitudes and brand images by rating or ranking a list of items/variables. Scales can be "nominal scales", "ordinal scales", "interval scales", or "ratio scales". A nominal scale has no quantitative values. It serves only to classify/label variables. For example, in a multiple choice question, the options to choose from may be labelled 1, 2, 3, 4, 5, etc. An ordinal scale is used to order variables but it doesn't provide any information on the differences between those variables. Satisfaction ratings are examples of an ordinal scale, e.g. respondents may be asked to rate the level of service they received by picking one of the following options: Very good, good, average, poor, very poor. An interval scale is a numerical scale where the order and difference between the intervals is known. The numerical scale (e.g. from 0 to 10, from 1 to 5, from 1 to 7, etc.) is useful for determining how much more or less an item is considered compared to another. The Likert scale and the Net Promoter Score (NPS) are common numerical scales. The ratio scale is a type of interval scale with an absolute zero (i.e. the zero has a real value). Ratio scales are used with variables that can be calculated like normal numbers. Questions about age, frequency, date, proportions can all be asked using ratio scales.

A screener is a short questionnaire used to determine whether a respondent is eligible to take part in a market research project.

Screener question

A screener question is a question that is meant to select research participants based on predetermined criteria.

Secondary research

See Desk research

Segmentation

Segmentation consists in dividing a target audience into groups that share the same characteristics. Segmentation studies help businesses to identify specific segments of customers/consumers in order to adapt the sales and marketing strategies to the characteristics and preferences of each segment. 

Self administered

Self administered describes when a market research participant completes a survey/interview on their own, without the assistance of a market researcher.

Self completion

Self completion is a synonym of "self administered".

Self completion survey

A self completion survey is a survey that is completed by the market research participant themselves without the help of a market researcher assistant.

Semantic differential scale The Semantic differential scale (also known as the Osgood scale) is an interval scale with two polar opposites. Market research respondents must indicate to what extent the opposite variables match their opinion by choosing a place on the scale close to or far from the variable.

Semiotics is a qualitative research methodology that focuses on signs and codes (including language, music, audio, video and images) to interpret and understand consumer responses to advertising and marketing in their cultural context.

See Project setup

Simultaneous translation (interpretation)

Simultaneous translation or interpretation is the act of verbally translating spoken or written words belonging to one language into another. The services of a simultaneous translator/interpreter are often made use of in multi-country research studies—the data collected in the local language is verbally translated or interpreted into a language that is understood by the majority of the team analysing the data or representing the organisation that commissioned the study.

Simultaneous translator (interpreter)

A simultaneous translator or interpreter is a professional who verbally translates or interprets words spoken or written in one language into another for transcription or presentation purposes.

A sponsor is any legal entity (an individual or organisation) that commissions and/or pays for a market-research study.

Stimulus 

A stimulus is any material or document designed to elicit the information or data that can potentially help the research team to eventually identify the insights a client seeks. It can be an object, a document in physical or electronic form, a media recording, a script, and the like, presented, shown or read out to the study respondent.

A study or market research study is another name for a market research project. It is the action of carrying out market research with a view to analysing the data, writing a report based on the analysis of the data and making decisions on the insights gained from the data.

Sugging and frugging

Sugging occurs when individuals or companies pretend to be market researchers conducting research, when in reality they are trying to build databases, generate sales leads or directly sell product or services. ‘Fundraising under the guise of market research’ is referred to as ‘frugging’. Neither sugging and frugging are legitimate types of market research and should be reported. As an MRS Company Partner Intelligent Insights will never engage in sugging or frugging.

A survey is a primary market research method for collecting data from a target audience. Surveys can be conducted face-to-face, online or be self-administered.

Target audience

The target audience is the sector(s) or group(s) of people that the market research project aims to find out information about. 

Target population

The target population is the group of people that the market research project aims to study through a sample.

Telephone in-depth interview (TDI)

In qualitative research, a telephone in-depth interview (TDI) is an interview conducted by a researcher over the telephone with an individual study participant. Lasting from between 30 and 60 minutes, the TDI is used when the opinions and experiences of study participants are required to be documented in detail.

Telephone interview

A telephone interview is any type of individual questionnaire administered over the phone. Two key advantages of telephone interviewing are that it makes it possible to interview respondents in a wide variety of locations, cost and time efficiently since it's not necessary to travel to a specifically hired location or to the respondents' home or workplace. It also allows for more flexibility in terms of when the respondents can be interviewed than with face-to-face interviews. This results in savings in terms of travelling and incentive premiums paid to respondents who have to go to a central location. The respondent's relative anonymity during telephone interviews is also a plus when dealing with sensitive subjects such as personal matters (e.g. health issues, financial issues, addiction, etc.). Telephone interviews are a good choice if your target audience is scattered geographically, you have a limited budget and/or you do not need to show them a stimulus. If you need to show material to the respondent, a telephone interview isn't the right medium. If you decide to read some stimulus out loud to the respondent, then it needs to be short, otherwise there's a risk that the respondent won't remember the whole text or list or will try to answer the question before it has been read out in full. To mitigate this, it's possible to send any stimulus material to the respondent before the interview and ask for the respondent to refer to the relevant parts of the stimulus during the interview. Another option is to ask the respondent to access the stimulus online during the interview.

Third party data

Third-party data is any information about a legal entity (an individual or organisation) that is obtained or obtainable from sources in the public domain, social media, directories, blogs, mass-media mentions, websites, etc. Typically, such data may be amassed by commercial (and sometimes criminal) enterprises that then sell the data to marketers, agencies, mailing-list services, etc.

The timescale (or timeline or timing) is the time required to conduct the market research project and the deadline the project must be completed by.

See Timescale

Topic guide

See Discussion guide

Topline report

A topline report is a report that focuses on the essential takeaways from a market research study (including the insights and recommendations). 

Transcriber

The transcriber is the person who transcribes the audio or video recording.

A transcript is the written form of an audio or video recording. 

Transcription

A transcription is the written or typed form of a set of spoken words. The person who converts the spoken words into a written or typed form is known as a transcriber. The transcription can be undertaken in real time or speech recordings can be transcribed as and when needed. In the latter case, a transcriber may take anywhere from between 4 and 6 hours to transcribe a 60-minute recording. In general, the pace and quality of the transcription is subject to the overall quality of the recording, the number of speakers and the speed & quality of their enunciation, the subject matter being talked about, any additional research that may be required of a transcriber, and formatting & other special requirements.

Translation

Translation is the act of converting text from one language to another.

A translator is a linguist who works converting the written text from one language into another.

A triad is a group comprising no fewer and no more than three study participants. A researcher known as a moderator steers the direction of the triad's discussions (and activities, if any). One of the advantages of a group discussion method, such as the triad, is that participants are likely to be more forthcoming and engaged.

U & A study

U & A studies (also called U & A research or usage and attitude research) are a market research methodology that focuses on a target audience's consumption habits (what, where, when and how they buy and use a product and service) and the motivations for that consumption to determine where the growth opportunities in that particular market are.

Updates consist in informing the client on a regular basis on the progress of their market research project (e.g. telling them how many respondents have been recruited, how many interviews have been completed, how many transcripts have been completed, etc.).

Usability relates to the ease of use with which a product or service can be used.

Usability testing

Usability testing is qualitative market research that assesses by observation and interviewing how users interact with and use a product or service. 

Usage relates to how and how often something is used. Researching usage is important for companies who needs to understand how to improve their products and services.

Usage and attitude

Usage and attitude relates to how and how often something is used and the motivation and beliefs linked to that usage.

Usage and attitude (Usage & Attitude)

See U & A study

User experience (UX)

User experience (or UX) is an area of research that focuses on the user of products and services and their relationship with a brand and its products. User experience studies help to understand how the user interacts with the brand and how their behaviour can help determine the potential of products and services.

Video conferencing (platforms)

Video conferencing is similar to web conferencing (or online conferencing), in that it enables audiovisual communications between attendees in different locations over the Internet but video conferencing uses more bandwidth than web conferencing and has higher quality audio and video. 

Viewing facility

See Facility

Voice of consumer (VOC)

See Voice of customer (VOC)

Voice of customer (VOC)

A voice of customer study is a market research study that focuses on listening to and understanding the customer (as opposed to markets). Customer satisfaction surveys are well known types of VOC. 

Web assisted telephone interview (WATI)

A web-assisted telephone interview is an interviewing technique in which the study participant is not only interviewed over the telephone but also simultaneously exposed to web-based supplementary material designed to stimulate and engage them further.

Web conferencing (platform)

Microsoft gives this definition of Video conferencing: "Video conferencing is an online meeting between two or more participants that provides video, as well as audio, input and output." Zoom, Microsoft Teams, join.me, Webex, GoToMeeting are popular web conferencing platforms.

A web survey is a self-administered survey that the study participant gains access to and completes unaided. Web surveys are an inexpensive and relatively quick way to take the pulse of a sample population. But there are downsides to web surveys. For one, they are better suited for quantitative research, i.e., you're more interested in finding out How Much or How Often, rather than Why. For another, because there is no researcher or moderator present, study participants may rush through the survey or put little or no thought into their answer choices, thus undermining the reliability of the survey result. However, making sure that only the most motivated and engaged study participants are recruited to take part in a web survey can help mitigate such weaknesses to a large extent.

Webcam interview

As the phrase suggests, a webcam interview is an interview conducted remotely with the aid of a webcam. A webcam interview is a good compromise when an in-depth, face-to-face interaction is either not possible or simply undesirable. A webcam interview also allows a researcher access to the facial expression and even the body language of the study participant. Consequently, steps can be taken to sustain their interest and engagement for far longer than is possible with a telephone interview. Because several interviews can be scheduled at relatively short intervals over the course of a day, webcam interviewing is a more time-efficient interviewing method. And because it does not require travel either on the part of the researcher or study participant, it is also a relatively inexpensive way to carry out a research study. However, one disadvantage is that only two-dimensional supplemental stimuli can be made use of in such interviews.

X (Generation)

You are one of the Gen Xers if you were born in the 1960s, 1970s or even in the early 1980s. While such demographic classifications are likely to lack any merit, Intelligent Insights can help you recruit & research participants on the bases of attitudes, experiences, lifestyle, outlook, etc., besides age.

Z (Generation) 

If you are a Gen Xer and also a parent, then your kid(s) belongs to the so-called Generation Z—humans born in the period spanning the mid 90s and the first decade of the 21st century. Intelligent Insights can help you recruit and research participants not only on the basis of age but also on the bases of attitudes, experiences, lifestyle, outlook, etc.

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The ultimate market research glossary

The ultimate market research glossary

When speaking about data a lot of market research terms get thrown around, here are some clear definitions for what the main ones mean, so you can learn more about the benefits market research can bring.

When looking to carry out a survey or use data, you may hear phrases bandied about that you have not heard before but want to understand.

Here is the ultimate market research glossary to help you navigate the maze of research terminology. This guide will help you through the phrases and concepts you are most likely to encounter when dealing with data.

Having a greater understanding of research vocabulary should help you to have more informed conversations with your data provider and lead to you getting more out of your research.

Brand tracking: A type of tracking study that continuously monitors a brand's performance and perception in the marketplace over time across a range of brand health, media/communication and purchase funnel metrics. YouGov BrandIndex is our flagship daily brand health tracker, and you can get started with our guide on how to track your brand health .

Connected data: Connected data refers to a data architecture where data is structured and linked together in a way that allows for efficient and effective data analysis and access. In connected data, different data elements are related to one another through meaningful relationships or associations, such as hierarchical, network, or relational structures.

Crossbreak: The analysis of a specific subcategory or segment of respondents of a survey. It allows researchers to examine and compare responses across different variables, such as age, gender, or location. In tables these would typically be columns to the right of the overall results.

Fieldwork: The process of collecting survey data from respondents.

Fieldwork date: The period of time during which data collection takes place.

First party data: Data generated from behavior on an owners’ platform which they can use for analytics, but not share it without additional permissions. YouGov Safe helps unlock fully permissioned consumer behavior data.

Focus group: A qualitative research method in which a small group of individuals, usually 6-10 people, are brought together to discuss and provide feedback on a particular product, service, or topic of interest. The group is typically led by a moderator who facilitates the discussion, asks open-ended questions, and encourages participants to share their opinions and experiences.

Gen Pop/General population sample: A sample that accurately represents the population of the country where the research is taking place.

Grid question: A survey question format that presents a series of related questions, statements or items in a table or grid format with the same answer options.

Incidence rate: The percentage of people in a population who meet the criteria for inclusion in a research study.

Living data: YouGov has unrivalled, quality data. An ever-growing source of constantly evolving, connected intelligence helps discover what your customers were thinking yesterday, 5 years ago, and today.

Margin of error/MOE: The statistical measure that describes the range of uncertainty around a survey or research result due to the sample size and variability.

Market research: The process of gathering and analysing information about a specific market, population, industry, or product to inform business decisions.

Marketing research: The process of gathering and analysing information about customers, competitors, and market trends to inform marketing strategies.

MRP: Multilevel Regression with Poststratification. This is a statistical modelling technique that picks out relationships between respondent profiles and backgrounds (such as where they live, their level of education etc) and some outcome of interest (such as how they intend to vote). The model then fits the relationships learned from the data over a 'post-stratification frame' to estimate the prevalence of these groups’ opinions/behaviours in small geographical areas (such as a state, region or electoral constituency).

Nat rep/nationally representative sample: A sample that accurately represents the population of the country where the research is taking place.

Online urban rep: A sample of respondents that accurately reflects that population in urban areas of a country who have access to the internet.

Open-ended question: A type of inquiry that allows for a wide range of possible responses and encourages participants to provide detailed, unrestricted answers. Unlike closed-ended questions that offer predefined response options, open-ended questions provide an opportunity for individuals to express their thoughts, ideas, and perspectives in their own words, enabling richer and more nuanced data collection.

Political rep: A sample of respondents who reflect the political make-up of a population as well as its demographic make-up. It is designed to ensure that the opinions and preferences of those with different political leanings along with those who do not engage in politics are also proportionately represented in the sample.

Public data: Not all YouGov data is created for commercial use – we also generate ‘public data’ that is there for use by society at large to inform, educate and advance our understanding of society, culture, economics, politics and policy. We also provide free commercial proprietary data that offers high-level insights.

Qualitative research: A type of research that involves the collection and analysis of discursive data collected in forms of conversation and analysed with contextual information. Qualitative research is used to explore an issue more, reporting the themes or narratives within it rather than numerical or statistical data. Methods include one on one conversations (known as ‘depths’), moderated conversations with groups of 6-8 people (known as ‘focus groups’), self-reflecting diaries and answering questions asynchronously – so, not immediately (known as ‘communities’. Our YouGov experts can help you conduct qualitative research .

Quantitative research: A type of research that involves the collection and analysis of numerical data to answer research questions or test hypotheses. For quantitative research, data is typically collected through structured survey.

6 ways market research helps grow your brand

Questionnaire/survey script: A questionnaire or survey script is a set of questions that are used to collect data from respondents in a research study.

Research panel: A research panel is a group of individuals who have agreed to participate in multiple research studies over time. YouGov has a proprietary panel of over 24 million registered members .

Response rates: Response rates refer to the percentage of individuals who participate in a research study or survey out of the total number of individuals who were invited to participate.

Routing: Routing refers to the process of directing respondents to different survey questions or sections based on their previous answers.

Sample: A sample refers to the overall pool of respondents answering a survey. This can be a subset of the population being studied that is selected for data collection in a research study.

Sample frame: A list or a description of the target population from which a sample is drawn. The sample frame is used to identify and select the individuals or units to be included in the study's sample. A sample frame should be representative of the target population and should include all the elements that the researcher wants to study.

Sample size: The number of individuals or units selected from the target population to be included in a study. The appropriate sample size for a study depends on several factors, including the research question, the level of precision desired, the variability of the population, and the available resources for data collection.

Self-service research: Self-service research refers to the use of online platforms or tools that enable individuals or organizations to conduct their own research studies without the assistance of a professional researcher. YouGov offers a Self-serve survey platform to let you easily build and launch your own surveys.

Split sample: A split sample is a research design technique that involves randomly dividing a sample into two or more groups to test different research hypotheses or interventions.

Syndicated data: Information collected and aggregated by a market research company and made available to multiple clients, providing insights into industry trends, consumer behavior, and market performance. It offers standardized, pre-packaged data sets that enable businesses to make informed decisions and benchmark their performance against competitors.

Tracking study: A tracking study is a longitudinal research design that involves repeatedly measuring the same variables over time to monitor changes and trends.

Urban rep: Urban rep refers to a sample of respondents recruited for surveys who reside in urban areas.

Wave: When you run the same questions over a period of time to see any changes in opinions, behaviors, or the market itself, each instance these questions are run is called a “wave”. Waves of research help researchers understand trends, patterns, and shifts in what consumers like and how the market is doing.

Weighting: Weighting is a statistical technique used to adjust the results of a research study to ensure that the sample accurately represents the population being studied

Zero party data: Data that people intentionally and purposefully share about themselves. For example: opinions, personal information, purchase intentions, bank use, preferred media, brands liked and online histories.

Market research with YouGov

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Explore our research options for actionable insights from your target audience. Whatever your research skills, we’ll help you reach rapid results – from quick surveys and polls to bespoke solutions tailored to your business , our research experts are here to help.

We make it easy for you to generate the insights you need, fast. Leverage 15+ years of living consumer intelligence in 55+ markets for a deeper understanding of consumers, brands, industries and more.

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What Is Market Research?

  • How It Works
  • Primary vs. Secondary
  • How to Conduct Research

The Bottom Line

  • Marketing Essentials

How to Do Market Research, Types, and Example

key terms in market research

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Market research examines consumer behavior and trends in the economy to help a business develop and fine-tune its business idea and strategy. It helps a business understand its target market by gathering and analyzing data.

Market research is the process of evaluating the viability of a new service or product through research conducted directly with potential customers. It allows a company to define its target market and get opinions and other feedback from consumers about their interest in a product or service.

Research may be conducted in-house or by a third party that specializes in market research. It can be done through surveys and focus groups, among other ways. Test subjects are usually compensated with product samples or a small stipend for their time.

Key Takeaways

  • Companies conduct market research before introducing new products to determine their appeal to potential customers.
  • Tools include focus groups, telephone interviews, and questionnaires.
  • The results of market research inform the final design of the product and determine how it will be positioned in the marketplace.
  • Market research usually combines primary information, gathered directly from consumers, and secondary information, which is data available from external sources.

Market Research

How market research works.

Market research is used to determine the viability of a new product or service. The results may be used to revise the product design and fine-tune the strategy for introducing it to the public. This can include information gathered for the purpose of determining market segmentation . It also informs product differentiation , which is used to tailor advertising.

A business engages in various tasks to complete the market research process. It gathers information based on the market sector being targeted by the product. This information is then analyzed and relevant data points are interpreted to draw conclusions about how the product may be optimally designed and marketed to the market segment for which it is intended.

It is a critical component in the research and development (R&D) phase of a new product or service introduction. Market research can be conducted in many different ways, including surveys, product testing, interviews, and focus groups.

Market research is a critical tool that companies use to understand what consumers want, develop products that those consumers will use, and maintain a competitive advantage over other companies in their industry.

Primary Market Research vs. Secondary Market Research

Market research usually consists of a combination of:

  • Primary research, gathered by the company or by an outside company that it hires
  • Secondary research, which draws on external sources of data

Primary Market Research

Primary research generally falls into two categories: exploratory and specific research.

  • Exploratory research is less structured and functions via open-ended questions. The questions may be posed in a focus group setting, telephone interviews, or questionnaires. It results in questions or issues that the company needs to address about a product that it has under development.
  • Specific research delves more deeply into the problems or issues identified in exploratory research.

Secondary Market Research

All market research is informed by the findings of other researchers about the needs and wants of consumers. Today, much of this research can be found online.

Secondary research can include population information from government census data , trade association research reports , polling results, and research from other businesses operating in the same market sector.

History of Market Research

Formal market research began in Germany during the 1920s. In the United States, it soon took off with the advent of the Golden Age of Radio.

Companies that created advertisements for this new entertainment medium began to look at the demographics of the audiences who listened to each of the radio plays, music programs, and comedy skits that were presented.

They had once tried to reach the widest possible audience by placing their messages on billboards or in the most popular magazines. With radio programming, they had the chance to target rural or urban consumers, teenagers or families, and judge the results by the sales numbers that followed.

Types of Market Research

Face-to-face interviews.

From their earliest days, market research companies would interview people on the street about the newspapers and magazines that they read regularly and ask whether they recalled any of the ads or brands that were published in them. Data collected from these interviews were compared to the circulation of the publication to determine the effectiveness of those ads.

Market research and surveys were adapted from these early techniques.

To get a strong understanding of your market, it’s essential to understand demand, market size, economic indicators, location, market saturation, and pricing.

Focus Groups

A focus group is a small number of representative consumers chosen to try a product or watch an advertisement.

Afterward, the group is asked for feedback on their perceptions of the product, the company’s brand, or competing products. The company then takes that information and makes decisions about what to do with the product or service, whether that's releasing it, making changes, or abandoning it altogether.

Phone Research

The man-on-the-street interview technique soon gave way to the telephone interview. A telephone interviewer could collect information in a more efficient and cost-effective fashion.

Telephone research was a preferred tactic of market researchers for many years. It has become much more difficult in recent years as landline phone service dwindles and is replaced by less accessible mobile phones.

Survey Research

As an alternative to focus groups, surveys represent a cost-effective way to determine consumer attitudes without having to interview anyone in person. Consumers are sent surveys in the mail, usually with a coupon or voucher to incentivize participation. These surveys help determine how consumers feel about the product, brand, and price point.

Online Market Research

With people spending more time online, market research activities have shifted online as well. Data collection still uses a survey-style form. But instead of companies actively seeking participants by finding them on the street or cold calling them on the phone, people can choose to sign up, take surveys, and offer opinions when they have time.

This makes the process far less intrusive and less rushed, since people can participate on their own time and of their own volition.

How to Conduct Market Research

The first step to effective market research is to determine the goals of the study. Each study should seek to answer a clear, well-defined problem. For example, a company might seek to identify consumer preferences, brand recognition, or the comparative effectiveness of different types of ad campaigns.

After that, the next step is to determine who will be included in the research. Market research is an expensive process, and a company cannot waste resources collecting unnecessary data. The firm should decide in advance which types of consumers will be included in the research, and how the data will be collected. They should also account for the probability of statistical errors or sampling bias .

The next step is to collect the data and analyze the results. If the two previous steps have been completed accurately, this should be straightforward. The researchers will collect the results of their study, keeping track of the ages, gender, and other relevant data of each respondent. This is then analyzed in a marketing report that explains the results of their research.

The last step is for company executives to use their market research to make business decisions. Depending on the results of their research, they may choose to target a different group of consumers, or they may change their price point or some product features.

The results of these changes may eventually be measured in further market research, and the process will begin all over again.

Benefits of Market Research

Market research is essential for developing brand loyalty and customer satisfaction. Since it is unlikely for a product to appeal equally to every consumer, a strong market research program can help identify the key demographics and market segments that are most likely to use a given product.

Market research is also important for developing a company’s advertising efforts. For example, if a company’s market research determines that its consumers are more likely to use Facebook than X (formerly Twitter), it can then target its advertisements to one platform instead of another. Or, if they determine that their target market is value-sensitive rather than price-sensitive, they can work on improving the product rather than reducing their prices.

Market research only works when subjects are honest and open to participating.

Example of Market Research

Many companies use market research to test new products or get information from consumers about what kinds of products or services they need and don’t currently have.

For example, a company that’s considering starting a business might conduct market research to test the viability of its product or service. If the market research confirms consumer interest, the business can proceed confidently with its business plan . If not, the company can use the results of the market research to make adjustments to the product to bring it in line with customer desires.

What Are the Main Types of Market Research?

The main types of market research are primary research and secondary research. Primary research includes focus groups, polls, and surveys. Secondary research includes academic articles, infographics, and white papers.

Qualitative research gives insights into how customers feel and think. Quantitative research uses data and statistics such as website views, social media engagement, and subscriber numbers.

What Is Online Market Research?

Online market research uses the same strategies and techniques as traditional primary and secondary market research, but it is conducted on the Internet. Potential customers may be asked to participate in a survey or give feedback on a product. The responses may help the researchers create a profile of the likely customer for a new product.

What Are Paid Market Research Surveys?

Paid market research involves rewarding individuals who agree to participate in a study. They may be offered a small payment for their time or a discount coupon in return for filling out a questionnaire or participating in a focus group.

What Is a Market Study?

A market study is an analysis of consumer demand for a product or service. It looks at all of the factors that influence demand for a product or service. These include the product’s price, location, competition, and substitutes as well as general economic factors that could influence the new product’s adoption, for better or worse.

Market research is a key component of a company’s research and development (R&D) stage. It helps companies understand in advance the viability of a new product that they have in development and to see how it might perform in the real world.

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The 8 types of market research: definitions, uses and examples.

13 min read What are the different types of market research that can help you stay ahead of the curve with your marketing strategy? Understand how to use each type, and what the advantages and disadvantages are.

Market research (also called marketing research) is the action or activity of gathering information about market needs and preferences. This helps companies understand their target market — how the audience feels and behaves.

There are 8 types of market research, each with their own methods and tools:

  • Primary research
  • Secondary research
  • Qualitative research
  • Quantitative research
  • Branding research
  • Customer research
  • Competitor research
  • Product research

Let’s start our list by exploring primary and secondary research first.

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1. Primary research

Primary research is research that you collect yourself but going directly to the target market through a range of methods. Because it is data you create, you own the data set.

Two types of results — exploratory information (determines the nature of a problem that hasn’t yet been clearly defined) and conclusive information (carried out to solve a problem that exploratory research identified) — from participants are collected as raw data and then analyzed to gather insights from trends and comparisons.

This method is good for getting the views of a lot of people at one time, especially when time is short, but it comes with its own management issues. The interviewer must prepare a way to gather answers and record these, while engaging in conversation with many people.

Participants may be affected by the group setting, either from acquiescence bias (the desire to say yes to please the interviewer), dominance bias (stronger participants can alter the results from less dominant participants) or researcher bias (where the research leads or impacts the participant responses indirectly).

This provides a structured setting where the interviewer can listen to what’s being said and investigate further into an answer. The interviewer can also pick up on non-verbal cues from body language can help the interview understand where to deep-dive and broaden their understanding.

However, some of the same biases (acquiescence and researcher) still exit in this format. The method is time consuming to do the interviews and collect the data afterwards.

A survey is an excellent method for carrying out primary research as participants do need to be physically present with the interviewer to carry it out. The survey can be completed anywhere there is an internet connection, meaning there is flexibility for the participants to use different devices and for interviewers to contact participants in different geographical time-zones.Preparation is key, however, as the researchers must segment the market and create a list of participants to send the survey to. Hiring a panel or using existing marketing lists can help with this.

2. Secondary research

Secondary research is the use of data that has previously been collected, analysed and published (and therefore you do not own this data). An example of this for market research is:

Most information is freely available, so there are less costs associated with this kind of secondary research over primary research methods.

Secondary research can often be the preparation for primary research activities, providing a knowledge base. The information gathered may not provide the specific information to explain the results, which is where primary market research would be used to enhance understanding.

There is also a logistics planning need for a recording solution that can handle large datasets, since manual management of the volumes of information can be tricky.

Both primary and secondary research have its advantages and disadvantages, as we’ve seen, but they are best used when paired together. Combined, the data can give you the confidence to act knowing that any hypothesis you have is backed up.

Learn more about primary vs secondary research methods

The next market research types can be defined as qualitative and quantitative research types:

3. Qualitative research

Qualitative market research is the collection of primary or secondary data that is non-numerical in nature, and therefore hard to measure.

Researchers collect this market research type because it can add more depth to the data.

This kind of market research is used to summarise and infer, rather than pin-points an exact truth held by a target market. For example, qualitative market research can be done to find out a new target market’s reaction to a new product to translate the reaction into a clear explanation for the company.

4. Quantitative research

Quantitative research is the collection of primary or secondary data that is numerical in nature, and so can be collected more easily.

Researchers collect this market research type because it can provide historical benchmarking, based on facts and figures evidence.

There are a number of ways to collect this data — polls, surveys, desk research, web statistics, financial records — which can be exploratory in nature without a lot of depth at this stage.

Quantitative market research can create the foundation of knowledge needed by researchers to investigate hypotheses further through qualitative market research.

The next four variations of market research are specific to topics areas, that bring about specific information.:

5. Branding research

Branding market research assists a company to create, manage and maintain the company brand. This can relate to the tone, branding, images, values or identity of the company.

Research can be carried out through interviews, focus groups or surveys. For example, brand awareness surveys will ask your participants whether the brand is known to them and whether it is something they would be interested in buying.

Additional areas for brand research is also around brand loyalty, brand perception , brand positioning , brand value and brand identity .

The aim of research will be to understand how to know if:

  • Your brand is performing in relation to other competitors
  • There are areas to improve your brand activities
  • There are positives to showcase to enhance your brand’s image

6. Customer research

Customer market research looks at the key influences on your target customers and how your company can make changes to encourage sales.

The aim of this research is to know your customer inside out, and continuously learn about how they interact with the company. Some themes covered by this include:

  • Customer satisfaction – Exploring what keeps customers happy, as higher customer satisfaction is more likely to lead to increased customer retention.
  • Customer loyalty – This looks at what experiences have happened to lead to greater customer loyalty across the customer lifecycle.
  • Customer segmentation research – Discovering who the customers are, what their behaviour and preferences are and their shared characteristics.

Relevant desk research may look at historical purchase records, customer journey mapping , customer segmentation, demographics and persona templates.

Primary research, such as NPS and customer satisfaction surveys , or customer satisfaction interviews at the end of customer support calls, can also give more details.

7. Competitor research

Competitor market research is about knowing who your competition is and understanding their strengths and weaknesses, in comparison to your organization. It can also be about your competitive offering in the market, or how to approach a new market.

The aim of this research is to find ways to make your organization stand out and future planning through horizon scanning and listening to customer preferences.

For example, for competitive analysis, researchers would create a SWOT for your business and your competitors, to see how your business compares.

Primary research could interview customers about their buying preferences, while secondary sources would look at competitor’s market dominance, sales, structure and so on. With this thorough analysis, you can understand where you can change to be more competitive, and look for ideas that make you stand out.

8. Product research

Product market research is a key way to make sure your products and services are fit for launching in the market, and are performing as well as they can.

The aim of this research is to see how your product is perceived by customers, if they are providing value and working correctly. Ideas can also be formed about upgrades and future product development.

There are a number of avenues within product research:

  • Product branding – Does the product brand and design attract customers in the intended way?
  • Product feature testing – this can happen at various stages of development with target markets (in early development, between versions, before product launch, etc.) to check if there are positive reaction to new or improved features
  • Product design thinking – what solutions would solve your customers’ current or future problems?
  • Product marketing – Do the marketing messages help your product’s memorability and saleability, or can they be improved?

Primary research methods have a clear advantage in this kind of market research: Surveys can ask for rankings on the popularity or usefulness of features or conduct conjoint analysis, while in-person observation interviews (where the participant can handle a product) can be particularly useful in seeing what customers do with the product in real time.

How to use market research types in your company

In a good marketing strategy, it’s preferable to have a mixture of data across:

  • Qualitative and quantitative research
  • Primary and secondary research
  • Your specific topic area or area of focus

With these three components, you can make sure your market strategy gives you a complete picture of your market’s operational data and experience data , — what your market does and why .

Economical experience data (O data)

This type of experience data is quantitative in nature (including operations, featuring sales data, finance data and HR data ). As it can be quantified into numerical values, it can be measured over and over, providing datasets.

There is the opportunity to use a data-driven approach to understanding the results and making predictions based on historical trends.

This sort of data can be measured more easily than emotions and feelings. But it can only tell you about past activities and what happened. It can’t tell you what will happen in the future and why things will happen — this is where X data comes in.

Emotional experience data (X data)

This type of experience data seeks to find reasons to explain emotional decisions and how brands ‘sit’ in people’s minds. In this way, this data is qualitative in nature.

Companies that have X data have a ‘mental advantage’ over other companies,  as they are able to understand the perceptions of the customer, their needs and values.

When you have tangible insights on the audience’s needs, you can then take steps to meet those needs and solve problems. This mitigates the risk of an experience gap – which is what your audience expects you deliver versus what you actually deliver.

Related resources

Mixed methods research 17 min read, market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 11 min read, request demo.

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What is Market Research? Types, Tools, Examples

Appinio Research · 13.12.2022 · 32min read

What is Market Research Types Tools Examples

Are you ready to unlock the secrets to success in today's competitive business landscape? Understanding your market is critical to thriving in an ever-changing environment. But where do you start? Market research holds the answers. It's not just about gathering data; it's about gaining invaluable insights into your customers, competitors, and industry trends. Whether you're a seasoned entrepreneur or just starting out, mastering the art of market research is essential for making informed decisions that drive growth and profitability. In this guide, we'll demystify the world of market research, breaking down complex concepts into easy-to-understand insights and practical strategies. From defining market research to implementing actionable insights, we'll cover everything you need to know to take your business to the next level.

What is Market Research?

Market research is the systematic process of gathering, analyzing, and interpreting information about a market, its consumers, and its competitors. It involves collecting both quantitative and qualitative data to gain insights into consumer behavior, market trends, and competitive landscapes. Market research serves as a foundation for strategic decision-making in business, helping organizations understand their target audience , identify opportunities, and mitigate risks.

Importance of Market Research

  • Understanding  Customer  Needs : Market research helps businesses gain insights into their target customers' needs, preferences, and expectations. By understanding what drives consumer behavior,  businesses  can develop products and services that effectively meet customer demands.
  • Identifying Market Trends : Market research enables businesses to stay abreast of emerging trends and shifts in consumer behavior. By monitoring market trends,  businesses  can adapt their strategies accordingly and capitalize on new opportunities.
  • Assessing Competitive Landscape : Market research provides insights into competitors' strategies, strengths, and weaknesses. By understanding the competitive landscape, businesses can identify gaps in the market and differentiate themselves effectively.
  • Mitigating Risks : Market research helps  businesses  assess the feasibility and viability of new products, services, or business ventures. They can minimize risks and avoid costly mistakes by conducting market research before making strategic decisions.
  • Optimizing Marketing Strategies : Market research informs the development and optimization of marketing strategies, enabling businesses to target the right audience with the right message through the proper channels. By understanding consumer preferences and behaviors, they can tailor their marketing efforts for maximum impact.

Objectives of Market Research

  • Understanding Consumer Behavior : Market research aims to understand  the  motivations, preferences, and behaviors  of target consumers .  By gaining insights into consumer behavior, businesses can tailor their products, services, and marketing strategies to meet  customer  needs effectively.
  • Identifying Market Opportunities : Market research helps  businesses  identify untapped market segments, niche markets, and unmet needs. By identifying market opportunities, they can develop new products or services that address market gaps and drive growth.
  • Assessing Market Potential : Market research enables businesses to evaluate the size, growth potential, and attractiveness of target markets. By understanding market potential, they can prioritize resource allocation and focus their efforts on markets with the most significant opportunities for success.
  • Evaluating Competitor Strategies : Market research provides insights into competitors' strategies, offerings, and market positioning. By analyzing competitor data, businesses can identify areas of competitive advantage and develop strategies to differentiate themselves.
  • Informing Decision-Making : Market research  serves as  a basis for strategic decision-making across all business areas.  By providing data-driven insights and actionable recommendations,  market research helps businesses make informed decisions that drive growth and profitability.

Understanding Market Research

Market Research Components Appinio

Scope of Market Research

The scope of market research extends far beyond simply understanding consumer preferences. It encompasses various aspects of market dynamics, including:

  • Consumer Behavior : Understanding  the  motivations, needs, and preferences  of target consumers .
  • Market Trends : Identifying emerging trends, shifts in consumer behavior, and changes in market demand.
  • Competitive Analysis : Assessing competitor strategies, market positioning, and strengths and weaknesses.
  • Industry Insights : Gathering information about industry trends, regulatory changes, and technological advancements.
  • Market Segmentation : Identifying distinct market segments based on demographics, psychographics, and behavior.

By comprehensively exploring these aspects, businesses can  gain a holistic understanding of  their market environment and make strategic decisions accordingly.

Types of Market Research

Market research can be broadly categorized into two main types: qualitative  research and quantitative research .

Qualitative Research

Qualitative research focuses on exploring underlying motivations, attitudes, and perceptions through non-numerical data. Common methods include:

  • Focus Groups : Small group discussions led by a moderator to gather insights into consumer opinions and attitudes.
  • In-depth Interviews : One-on-one interviews  conducted  to delve deeper into individual experiences and perspectives.
  • Observation : Direct observation of consumer behavior in real-world or simulated environments.

Qualitative research provides rich, nuanced insights that help businesses understand the "why" behind consumer actions and preferences.

Quantitative Research

Quantitative research involves collecting and analyzing numerical data to quantify market trends, consumer behavior, and business performance. Key methods include:

  • Surveys : Structured questionnaires administered to a sample of respondents to gather quantitative data.
  • Experiments : Controlled studies designed to test hypotheses and measure the impact of variables on consumer behavior.
  • Secondary Data Analysis :  Utilizing existing data sources, such as market reports and databases , to analyze  trends and patterns .

Quantitative research provides statistically valid insights that enable businesses to make data-driven decisions and measure the effectiveness of marketing strategies.

Market Research Components

The success of market research initiatives hinges on several key components:

  • Clear Objectives : Defining research objectives that align with business goals and provide actionable insights.
  • Methodological Rigor : Selecting appropriate research methods and ensuring the validity and reliability of data collection.
  • Data Analysis : Applying rigorous analysis techniques to derive meaningful insights from collected data.
  • Insightful Interpretation : Interpreting research findings in the context of broader market dynamics and business implications.
  • Actionable Recommendations : Providing actionable recommendations that guide strategic decision-making and drive business growth.

How to Set Market Research Objectives?

Before embarking on any market research initiative, establishing clear objectives is essential to guide the entire process.  By setting  research objectives , you can ensure  that your efforts are focused, relevant, and aligned with your business goals and target audience.

1. Identify Business Goals

The first step in setting research objectives is identifying your overarching business goals. What are you trying to achieve with your market research? Are you looking to launch a new product, enter a new market, or improve customer satisfaction ?  By clearly  defining your business goals , you  can tailor your research efforts to address specific challenges and opportunities.

Suppose your goal is to increase market share in a particular demographic segment. Your research objectives may then focus on understanding the preferences and purchasing behavior of that target audience.

2. Define Research Questions

Once you've identified your business goals, the next step is to define research questions that will help you achieve those goals. Research questions should be specific, measurable, and relevant to your objectives. They should guide your data collection efforts and provide a framework for analysis.

For instance, if your business goal is to improve brand perception among millennials, your research questions may include:

  • What factors influence millennials' brand preferences?
  • How do millennials perceive our brand compared to competitors?
  • What channels do millennials use to engage with brands?

3. Establish Market Research KPIs

In addition to defining research questions, it's essential to establish key performance indicators (KPIs) that will measure the success of your market research efforts. KPIs should be aligned with your business goals and reflect the outcomes you aim to achieve.

For example, if your goal is to increase customer satisfaction, KPIs may include metrics such as Net Promoter Score (NPS) , customer retention rate, and customer lifetime value. These KPIs provide quantifiable measures of success that can inform strategic decision-making.

4. Align Objectives with Target Audience

Finally, it is crucial to ensure that your research objectives align with  those of your target audience .  Understanding their needs, preferences, and behaviors is essential for conducting meaningful research and deriving actionable insights.

For example, if your target audience consists of young professionals, your research objectives may focus on understanding their lifestyle choices, media consumption habits, and purchasing behavior.  You  can gather relevant data that drives business growth and customer satisfaction  by aligning your goals with your target audience .

By following these steps to set clear and actionable research objectives, you can maximize the effectiveness of your market research efforts and achieve tangible results that contribute to your business success.

Market Research Tools

Market research tools are essential resources that facilitate data collection,  data analysis, and data  interpretation to gain insights into consumer behavior, market trends, and competitive landscapes.  These tools come in various forms, ranging from survey platforms to analytics software , each  designed to streamline and enhance the market research process. Here's a closer look at what market research tools are, what they do, and their benefits.

What Are Market Research Tools?

Market research tools encompass a wide range of software, platforms, and applications specifically designed to assist businesses in gathering and analyzing data related to their target market, customers, and competitors. These tools offer functionalities such as survey creation, data visualization, sentiment analysis , competitor monitoring, and trend forecasting, among others. By leveraging these tools, businesses can gain valuable insights that inform strategic decision-making and drive business growth.

What Do Market Research Tools Do?

Market research tools serve multiple purposes throughout the market research process. They enable businesses to:

  • Collect Data : Market research tools facilitate the gathering of data through surveys, questionnaires, social media monitoring, web scraping, and other methods.
  • Analyze Data : Once data is collected, these tools provide analytical capabilities to process and interpret the data, uncovering actionable insights and trends.
  • Visualize Insights : Many market research tools offer data visualization features, allowing users to create charts, graphs, and dashboards to present insights in a clear and visually appealing manner.
  • Monitor Competitors : Some tools enable businesses to track and analyze competitor activities, pricing strategies, product launches, and customer sentiment, providing valuable competitive intelligence.
  • Forecast Trends : Advanced market research tools leverage data analytics and machine learning algorithms to forecast market trends, consumer behavior patterns, and emerging opportunities, helping businesses stay ahead of the curve.

Benefits of Market Research Tools

Market research tools offer several benefits to businesses of all sizes and industries, including:

  • Time and Cost Savings : Market research tools save businesses valuable time and resources compared to traditional research methods by automating data collection, analysis, and reporting processes.
  • Data Accuracy and Reliability : These tools ensure data accuracy and reliability by standardizing data collection methods , reducing human error, and providing robust analytical capabilities.
  • Actionable Insights : Market research tools generate actionable insights that inform strategic decision-making, product development, marketing campaigns, and overall business strategy.
  • Competitive Advantage : By monitoring competitors and identifying market trends, businesses gain a competitive advantage and adapt quickly to changing market conditions.
  • Improved Customer Understanding : Market research tools enable businesses to gain a deeper understanding of their target audience, including their needs, preferences, behaviors, and pain points, leading to more effective customer engagement and retention strategies.

Appinio: Your All-in-One Market Research Platform

Ready to take your market research to the next level? Look no further than Appinio – the ultimate all-in-one market research platform. With Appinio, you can seamlessly conduct surveys, analyze data, and gain real-time consumer insights in minutes. Our intuitive platform empowers businesses to  make data-driven decisions with confidence , driving growth and profitability.

Say goodbye to complex research processes and hello to actionable insights with Appinio. Book a demo today and experience the power of Appinio for yourself!

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Primary Research Methods

Primary research methods are fundamental tools  used by businesses and researchers  to gather firsthand data directly from the source.  Unlike secondary research, which relies on existing data, primary research involves collecting new information tailored to specific research objectives. These methods allow for a deeper understanding of target audiences, market dynamics, and consumer preferences through direct interaction and observation.

Surveys are one of the most widely used primary research methods for gathering quantitative data from a sample of respondents. Surveys typically consist  of a series of structured close-ended questions as well as open-ended questions administered through various mediums, such as online platforms, phone interviews, or paper forms.

Interviews involve direct one-on-one or group interactions with respondents to gather in-depth qualitative insights. Depending on the level of flexibility in questioning, interviews can be structured, semi-structured, or unstructured.

Focus Groups

Focus groups involve facilitated discussions with  a  small  group of  participants to gather qualitative insights on a specific topic or issue.  Focus groups are  particularly useful  for exploring complex topics and understanding group dynamics and consensus.

Observation

Observation involves systematically watching and recording behaviors, interactions, and events in natural or controlled settings. Observation can be overt or covert and is often used to gather qualitative data on behaviors that may be difficult to capture through other methods.

How to Conduct Secondary Research?

Secondary research is a foundational step in the market research  process , providing valuable insights from existing sources.

What is Secondary Research?

Secondary research involves collecting and analyzing existing data and information from various sources. Unlike primary research, which  involves gathering original data through surveys or experiments, secondary research relies on data that others have already collected. The purpose of secondary research is to leverage existing knowledge to inform decision-making and gain insights into market trends, consumer behavior, and industry dynamics.

Sources of secondary data  include government agencies, industry associations, research organizations, companies, market research firms, academic institutions, online databases, and media sources.  By accessing these diverse sources, businesses can leverage existing knowledge to inform their strategies and decision-making processes effectively.

Techniques for Gathering Secondary Data

Several techniques can be employed to gather secondary data, including:

  • Literature Review : Conducting a comprehensive review of existing literature and research studies relevant to the topic of interest.
  • Data Mining : Using advanced data analytics techniques to extract valuable insights from large datasets and databases.
  • Content Analysis : Analyzing textual data from  sources such as  news articles, social media posts, and online reviews to identify patterns and trends.
  • Document Analysis : Examining reports, whitepapers, and other documents to extract relevant information and insights.

Evaluating the Credibility of Secondary Sources

When utilizing secondary sources, it's essential  to critically evaluate their credibility and reliability . Several factors should be considered when assessing the credibility of secondary sources, including:

  • Authoritativeness : Assessing the reputation and expertise of the source or organization that produced the data.
  • Accuracy :  Verifying  the accuracy of the data and  ensuring  that it is based on sound research methods and rigorous analysis.
  • Currency : Checking the timeliness of the data to ensure that it reflects current market conditions and trends.
  • Objectivity : Evaluating whether the source has any biases or conflicts of interest that may impact the reliability of the data.

By carefully evaluating the credibility of secondary sources, businesses can ensure that the information they rely on is accurate, relevant, and trustworthy.

By leveraging secondary research, businesses can access a wealth of information that informs strategic decision-making, drives innovation, and facilitates business growth.

Market Research Use Cases

Market research is a crucial tool for businesses to understand their target audience, competitors, and market dynamics. By employing various research methods, companies can gain valuable insights into consumer behavior, preferences, and trends. Here are some of the most common use cases of market research.

Market Segmentation

Market segmentation involves dividing a heterogeneous market into smaller, more manageable segments based on shared characteristics such as demographics, psychographics, or behavior.

By segmenting the market, businesses can tailor their marketing strategies and offerings to better meet the needs and preferences of specific customer groups . For example, a clothing retailer might segment its market based on age groups to create targeted advertising campaigns and product assortments for different demographics.

Target Group Analysis

Target group analysis focuses on identifying and understanding specific market segments most likely to be interested in a company's products or services. This analysis involves researching the characteristics, behaviors, and preferences of potential customers within these segments.

By understanding their target groups, businesses can develop more effective marketing strategies and allocate resources more efficiently. For instance, a software company might conduct target group analysis to identify industries or businesses  most in need of their product, allowing them to tailor their sales efforts accordingly.

Utility Analysis/Feature Prioritization

Utility analysis,  also known as feature prioritization, helps businesses understand which product features are most important to customers and prioritize development efforts accordingly. This analysis involves gathering customer feedback through surveys, focus groups, or interviews to determine which features they value most.

By prioritizing features that offer the highest utility to customers, businesses can enhance customer satisfaction and differentiate their products from competitors. For example, a mobile phone manufacturer might conduct a utility analysis to identify which features—such as camera quality or battery life—are most important to consumers when purchasing a new phone.

MaxDiff Analysis

MaxDiff analysis , short for Maximum Difference Scaling, is a research method used to identify the relative importance of different product features or attributes. In a MaxDiff study, participants are presented with sets of features and asked to indicate which they consider the most and least important.

By analyzing the results, businesses can determine which features impact customer preferences most  and prioritize them in product development efforts. For instance, a fast-food chain might use MaxDiff analysis to identify the most desired menu items or promotional offers among customers.

TURF Analysis

Total Unduplicated Reach & Frequency (TURF) analysis is a method used to optimize product portfolios, marketing strategies, or product variants to maximize reach and frequency among target customers. TURF analysis helps businesses identify the combination of offerings that appeal to the  largest  number of customers while minimizing overlap. For example, a media company might use TURF analysis to determine the  most effective  combination of TV shows or advertising channels to reach their target audience.

Conjoint Analysis

Conjoint analysis is a powerful technique  used  to understand customer preferences and trade-offs when evaluating product features or attributes. In a conjoint study, participants are presented with multiple product profiles that vary in features and  asked to choose their preferred option.

By analyzing these choices, businesses can determine the relative importance of different features and predict how changes in product attributes will impact customer preference and willingness to purchase. For example, a car manufacturer might use conjoint analysis to determine a new model's optimal combination of price, fuel efficiency, and design features.

Kano Analysis

Kano analysis helps businesses understand the factors that drive customer satisfaction and dissatisfaction. This method categorizes product features into three categories:  basic , performance, and delighters.

Basic features are essential and expected by customers, while performance features increase satisfaction linearly. Delighters, on the other hand, provide unexpected satisfaction and can differentiate a product from competitors. By understanding the Kano model, businesses can prioritize features that delight customers and differentiate their offerings in the market.

Driver Analysis

Driver analysis identifies the key factors influencing customer behavior and purchasing decisions. By quantifying the impact of different product features or attributes on customer satisfaction or purchase intent, businesses can prioritize areas for improvement and allocate resources efficiently. For example, a hospitality company might conduct a driver analysis to determine which amenities or services have the greatest  impact on guest satisfaction and loyalty.

Cost/Price Analysis

Price analysis involves studying customer preferences and purchasing behavior around different price points to optimize pricing strategies.  By  quantifying the relative importance of price levels and understanding price sensitivity , businesses can set prices that maximize revenue and profitability .  Price analysis methods include Van Westendorp analysis, Gabor-Granger analysis, and price elasticity modeling.

Gabor-Granger Price Analysis

Gabor-Granger price analysis is a method used to understand customer responses to different pricing strategies. In a Gabor-Granger study, participants are presented with  different price points  and asked about their likelihood of purchasing the product at each price level. By analyzing these responses, businesses can determine price sensitivity and identify the optimal price point that maximizes revenue and profitability.

Van Westendorp Pricing Analysis

Van Westendorp pricing analysis helps businesses understand customer preferences around different price points and determine the optimal pricing strategy for their products or services. This method involves asking customers a series of questions about price acceptability, including the price they would consider too expensive, too cheap, a bargain, and too expensive but still worth considering. By analyzing the responses, businesses can identify the price range that maximizes customer acceptance and willingness to purchase.

Discovering consumer insights has  never  been  easier . With Appinio , you can conduct these market research use cases in minutes, effortlessly gaining valuable insights to fuel your business decisions. From segmenting your market to prioritizing features and analyzing pricing strategies, Appinio streamlines the entire process, allowing you to focus on what truly matters – making data-driven decisions that propel your business forward.

Ready to experience the  full  potential market research? Book a demo today and experience the power of real-time consumer insights with Appinio!

How to Interpret Market Research Findings?

Once you've collected and analyzed your data, the next step is to interpret the findings to extract actionable insights. Interpreting research findings involves more than just looking at the numbers or qualitative responses—it requires understanding the broader context, identifying patterns, and drawing meaningful conclusions.

To interpret your market research findings:

  • Contextualize the Data : Consider the broader context in which the data was collected, including market trends, competitive dynamics, and industry developments. Understanding the context helps you interpret the findings accurately and identify potential implications for your business.
  • Identify Patterns and Trends : Look for patterns, trends, and relationships in the data that provide insights into consumer behavior, preferences, and market dynamics. Use visualizations such as charts, graphs, and  heatmaps  to identify patterns.
  • Compare and Contrast : Compare your findings with previous research, industry benchmarks , or internal data to gain a deeper understanding of your market position and performance. Contrasting your findings with competitors' data can also provide valuable insights.
  • Consider Limitations : Acknowledge any limitations or biases in your research methodology that may impact the interpretation of findings. Be transparent about the strengths and weaknesses of your research approach to ensure the validity of your conclusions .
  • Seek Diverse Perspectives : Encourage collaboration and discussion among team members or stakeholders to gain diverse perspectives on the findings. Different viewpoints can lead to  richer  interpretations and more robust insights.
  • Look for Actionable Insights : Focus on identifying actionable insights that can inform strategic decision-making and drive business growth. Translate your findings into concrete recommendations and initiatives that address key challenges or capitalize on opportunities.

How to Implement Market Research Insights?

Implementing market research insights is where the actual value of your research efforts comes to fruition. It involves translating your findings into actionable strategies and initiatives that drive business growth and competitive advantage.

  • Prioritize Key Findings : Identify your research's most critical findings and insights with the  greatest  potential impact on your business objectives. Prioritize these insights to focus your implementation efforts effectively.
  • Develop Action Plans : Translate your research findings into concrete action plans and initiatives that address identified opportunities or challenges. Define clear goals, objectives, timelines, and responsibilities for each action plan to ensure accountability and alignment.
  • Engage Stakeholders : Involve key stakeholders, including senior leadership, department heads, and frontline employees, in the implementation process. Seek their input and buy-in to ensure alignment and support for your initiatives.
  • Allocate Resources : Allocate the necessary resources, including budget, personnel, and technology, to support the implementation of your market research insights. Ensure that resources are allocated effectively to maximize the impact of your initiatives.
  • Monitor Progress : Establish metrics and KPIs to track the progress and success of your implementation efforts. Regularly monitor and evaluate performance against these metrics to identify any deviations or areas for improvement.
  • Iterate and Adapt : Market dynamics are constantly evolving, so it's essential to iterate and adapt your strategies based on ongoing research and feedback. Continuously reassess your initiatives and make adjustments as needed to stay competitive and responsive to changing market conditions.

By effectively implementing market research insights, you can drive tangible results and create a competitive advantage for your business in today's dynamic marketplace.

Conclusion for Market Research

Market research is the compass that guides your business journey, helping you navigate through uncertainties and make informed decisions. By understanding your customers, competitors, and market trends, you can position your business for success and stay ahead of the curve. Remember, market research isn't a one-time task—it's an ongoing process that evolves with your  business  and the market. So, continue to gather insights, analyze data, and adapt your strategies to meet the ever-changing needs of your target audience.

In today's fast-paced world, the importance of market research cannot be overstated. It's the foundation upon which successful businesses are built, providing the insights needed to drive innovation, optimize marketing efforts, and maximize profitability. By harnessing the power of market research, you can unlock new opportunities, mitigate risks, and achieve sustainable growth.

How to Conduct Market Research in Minutes?

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  • From questions to insights in minutes:  With our platform, you can go from formulating your research questions to obtaining actionable insights in mere minutes.
  • No research degree required:  Our intuitive platform is designed for everyone, regardless of their research background. You don't need a PhD to navigate our user-friendly interface and access powerful consumer insights.
  • Global reach, instant results:  Define your target audience from over 1200 characteristics and survey them in more than 90 countries, all within minutes. With an average field time of just 23 minutes for 1,000 respondents, you can get the data you need quickly and efficiently.

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How to Do Market Research: The Complete Guide

Learn how to do market research with this step-by-step guide, complete with templates, tools and real-world examples.

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Market research is the systematic process of gathering, analyzing and interpreting information about a specific market or industry.

What are your customers’ needs? How does your product compare to the competition? What are the emerging trends and opportunities in your industry? If these questions keep you up at night, it’s time to conduct market research.

Market research plays a pivotal role in your ability to stay competitive and relevant, helping you anticipate shifts in consumer behavior and industry dynamics. It involves gathering these insights using a wide range of techniques, from surveys and interviews to data analysis and observational studies.

In this guide, we’ll explore why market research is crucial, the various types of market research, the methods used in data collection, and how to effectively conduct market research to drive informed decision-making and success.

What is market research?

The purpose of market research is to offer valuable insight into the preferences and behaviors of your target audience, and anticipate shifts in market trends and the competitive landscape. This information helps you make data-driven decisions, develop effective strategies for your business, and maximize your chances of long-term growth.

Business intelligence insight graphic with hand showing a lightbulb with $ sign in it

Why is market research important? 

By understanding the significance of market research, you can make sure you’re asking the right questions and using the process to your advantage. Some of the benefits of market research include:

  • Informed decision-making: Market research provides you with the data and insights you need to make smart decisions for your business. It helps you identify opportunities, assess risks and tailor your strategies to meet the demands of the market. Without market research, decisions are often based on assumptions or guesswork, leading to costly mistakes.
  • Customer-centric approach: A cornerstone of market research involves developing a deep understanding of customer needs and preferences. This gives you valuable insights into your target audience, helping you develop products, services and marketing campaigns that resonate with your customers.
  • Competitive advantage: By conducting market research, you’ll gain a competitive edge. You’ll be able to identify gaps in the market, analyze competitor strengths and weaknesses, and position your business strategically. This enables you to create unique value propositions, differentiate yourself from competitors, and seize opportunities that others may overlook.
  • Risk mitigation: Market research helps you anticipate market shifts and potential challenges. By identifying threats early, you can proactively adjust their strategies to mitigate risks and respond effectively to changing circumstances. This proactive approach is particularly valuable in volatile industries.
  • Resource optimization: Conducting market research allows organizations to allocate their time, money and resources more efficiently. It ensures that investments are made in areas with the highest potential return on investment, reducing wasted resources and improving overall business performance.
  • Adaptation to market trends: Markets evolve rapidly, driven by technological advancements, cultural shifts and changing consumer attitudes. Market research ensures that you stay ahead of these trends and adapt your offerings accordingly so you can avoid becoming obsolete. 

As you can see, market research empowers businesses to make data-driven decisions, cater to customer needs, outperform competitors, mitigate risks, optimize resources and stay agile in a dynamic marketplace. These benefits make it a huge industry; the global market research services market is expected to grow from $76.37 billion in 2021 to $108.57 billion in 2026 . Now, let’s dig into the different types of market research that can help you achieve these benefits.

Types of market research 

  • Qualitative research
  • Quantitative research
  • Exploratory research
  • Descriptive research
  • Causal research
  • Cross-sectional research
  • Longitudinal research

Despite its advantages, 23% of organizations don’t have a clear market research strategy. Part of developing a strategy involves choosing the right type of market research for your business goals. The most commonly used approaches include:

1. Qualitative research

Qualitative research focuses on understanding the underlying motivations, attitudes and perceptions of individuals or groups. It is typically conducted through techniques like in-depth interviews, focus groups and content analysis — methods we’ll discuss further in the sections below. Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning.

2. Quantitative research

Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires. This approach allows for statistical analysis and the measurement of trends, making it suitable for large-scale market studies and hypothesis testing. While it’s worthwhile using a mix of qualitative and quantitative research, most businesses prioritize the latter because it is scientific, measurable and easily replicated across different experiments.

3. Exploratory research

Whether you’re conducting qualitative or quantitative research or a mix of both, exploratory research is often the first step. Its primary goal is to help you understand a market or problem so you can gain insights and identify potential issues or opportunities. This type of market research is less structured and is typically conducted through open-ended interviews, focus groups or secondary data analysis. Exploratory research is valuable when entering new markets or exploring new product ideas.

4. Descriptive research

As its name implies, descriptive research seeks to describe a market, population or phenomenon in detail. It involves collecting and summarizing data to answer questions about audience demographics and behaviors, market size, and current trends. Surveys, observational studies and content analysis are common methods used in descriptive research. 

5. Causal research

Causal research aims to establish cause-and-effect relationships between variables. It investigates whether changes in one variable result in changes in another. Experimental designs, A/B testing and regression analysis are common causal research methods. This sheds light on how specific marketing strategies or product changes impact consumer behavior.

6. Cross-sectional research

Cross-sectional market research involves collecting data from a sample of the population at a single point in time. It is used to analyze differences, relationships or trends among various groups within a population. Cross-sectional studies are helpful for market segmentation, identifying target audiences and assessing market trends at a specific moment.

7. Longitudinal research

Longitudinal research, in contrast to cross-sectional research, collects data from the same subjects over an extended period. This allows for the analysis of trends, changes and developments over time. Longitudinal studies are useful for tracking long-term developments in consumer preferences, brand loyalty and market dynamics.

Each type of market research has its strengths and weaknesses, and the method you choose depends on your specific research goals and the depth of understanding you’re aiming to achieve. In the following sections, we’ll delve into primary and secondary research approaches and specific research methods.

Primary vs. secondary market research

Market research of all types can be broadly categorized into two main approaches: primary research and secondary research. By understanding the differences between these approaches, you can better determine the most appropriate research method for your specific goals.

Primary market research 

Primary research involves the collection of original data straight from the source. Typically, this involves communicating directly with your target audience — through surveys, interviews, focus groups and more — to gather information. Here are some key attributes of primary market research:

  • Customized data: Primary research provides data that is tailored to your research needs. You design a custom research study and gather information specific to your goals.
  • Up-to-date insights: Because primary research involves communicating with customers, the data you collect reflects the most current market conditions and consumer behaviors.
  • Time-consuming and resource-intensive: Despite its advantages, primary research can be labor-intensive and costly, especially when dealing with large sample sizes or complex study designs. Whether you hire a market research consultant, agency or use an in-house team, primary research studies consume a large amount of resources and time.

Secondary market research 

Secondary research, on the other hand, involves analyzing data that has already been compiled by third-party sources, such as online research tools, databases, news sites, industry reports and academic studies.

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Here are the main characteristics of secondary market research:

  • Cost-effective: Secondary research is generally more cost-effective than primary research since it doesn’t require building a research plan from scratch. You and your team can look at databases, websites and publications on an ongoing basis, without needing to design a custom experiment or hire a consultant. 
  • Leverages multiple sources: Data tools and software extract data from multiple places across the web, and then consolidate that information within a single platform. This means you’ll get a greater amount of data and a wider scope from secondary research.
  • Quick to access: You can access a wide range of information rapidly — often in seconds — if you’re using online research tools and databases. Because of this, you can act on insights sooner, rather than taking the time to develop an experiment. 

So, when should you use primary vs. secondary research? In practice, many market research projects incorporate both primary and secondary research to take advantage of the strengths of each approach.

One rule of thumb is to focus on secondary research to obtain background information, market trends or industry benchmarks. It is especially valuable for conducting preliminary research, competitor analysis, or when time and budget constraints are tight. Then, if you still have knowledge gaps or need to answer specific questions unique to your business model, use primary research to create a custom experiment. 

Market research methods

  • Surveys and questionnaires
  • Focus groups
  • Observational research
  • Online research tools
  • Experiments
  • Content analysis
  • Ethnographic research

How do primary and secondary research approaches translate into specific research methods? Let’s take a look at the different ways you can gather data: 

1. Surveys and questionnaires

Surveys and questionnaires are popular methods for collecting structured data from a large number of respondents. They involve a set of predetermined questions that participants answer. Surveys can be conducted through various channels, including online tools, telephone interviews and in-person or online questionnaires. They are useful for gathering quantitative data and assessing customer demographics, opinions, preferences and needs. On average, customer surveys have a 33% response rate , so keep that in mind as you consider your sample size.

2. Interviews

Interviews are in-depth conversations with individuals or groups to gather qualitative insights. They can be structured (with predefined questions) or unstructured (with open-ended discussions). Interviews are valuable for exploring complex topics, uncovering motivations and obtaining detailed feedback. 

3. Focus groups

The most common primary research methods are in-depth webcam interviews and focus groups. Focus groups are a small gathering of participants who discuss a specific topic or product under the guidance of a moderator. These discussions are valuable for primary market research because they reveal insights into consumer attitudes, perceptions and emotions. Focus groups are especially useful for idea generation, concept testing and understanding group dynamics within your target audience.

4. Observational research

Observational research involves observing and recording participant behavior in a natural setting. This method is particularly valuable when studying consumer behavior in physical spaces, such as retail stores or public places. In some types of observational research, participants are aware you’re watching them; in other cases, you discreetly watch consumers without their knowledge, as they use your product. Either way, observational research provides firsthand insights into how people interact with products or environments.

5. Online research tools

You and your team can do your own secondary market research using online tools. These tools include data prospecting platforms and databases, as well as online surveys, social media listening, web analytics and sentiment analysis platforms. They help you gather data from online sources, monitor industry trends, track competitors, understand consumer preferences and keep tabs on online behavior. We’ll talk more about choosing the right market research tools in the sections that follow.

6. Experiments

Market research experiments are controlled tests of variables to determine causal relationships. While experiments are often associated with scientific research, they are also used in market research to assess the impact of specific marketing strategies, product features, or pricing and packaging changes.

7. Content analysis

Content analysis involves the systematic examination of textual, visual or audio content to identify patterns, themes and trends. It’s commonly applied to customer reviews, social media posts and other forms of online content to analyze consumer opinions and sentiments.

8. Ethnographic research

Ethnographic research immerses researchers into the daily lives of consumers to understand their behavior and culture. This method is particularly valuable when studying niche markets or exploring the cultural context of consumer choices.

How to do market research

  • Set clear objectives
  • Identify your target audience
  • Choose your research methods
  • Use the right market research tools
  • Collect data
  • Analyze data 
  • Interpret your findings
  • Identify opportunities and challenges
  • Make informed business decisions
  • Monitor and adapt

Now that you have gained insights into the various market research methods at your disposal, let’s delve into the practical aspects of how to conduct market research effectively. Here’s a quick step-by-step overview, from defining objectives to monitoring market shifts.

1. Set clear objectives

When you set clear and specific goals, you’re essentially creating a compass to guide your research questions and methodology. Start by precisely defining what you want to achieve. Are you launching a new product and want to understand its viability in the market? Are you evaluating customer satisfaction with a product redesign? 

Start by creating SMART goals — objectives that are specific, measurable, achievable, relevant and time-bound. Not only will this clarify your research focus from the outset, but it will also help you track progress and benchmark your success throughout the process. 

You should also consult with key stakeholders and team members to ensure alignment on your research objectives before diving into data collecting. This will help you gain diverse perspectives and insights that will shape your research approach.

2. Identify your target audience

Next, you’ll need to pinpoint your target audience to determine who should be included in your research. Begin by creating detailed buyer personas or stakeholder profiles. Consider demographic factors like age, gender, income and location, but also delve into psychographics, such as interests, values and pain points.

The more specific your target audience, the more accurate and actionable your research will be. Additionally, segment your audience if your research objectives involve studying different groups, such as current customers and potential leads.

If you already have existing customers, you can also hold conversations with them to better understand your target market. From there, you can refine your buyer personas and tailor your research methods accordingly.

3. Choose your research methods

Selecting the right research methods is crucial for gathering high-quality data. Start by considering the nature of your research objectives. If you’re exploring consumer preferences, surveys and interviews can provide valuable insights. For in-depth understanding, focus groups or observational research might be suitable. Consider using a mix of quantitative and qualitative methods to gain a well-rounded perspective. 

You’ll also need to consider your budget. Think about what you can realistically achieve using the time and resources available to you. If you have a fairly generous budget, you may want to try a mix of primary and secondary research approaches. If you’re doing market research for a startup , on the other hand, chances are your budget is somewhat limited. If that’s the case, try addressing your goals with secondary research tools before investing time and effort in a primary research study. 

4. Use the right market research tools

Whether you’re conducting primary or secondary research, you’ll need to choose the right tools. These can help you do anything from sending surveys to customers to monitoring trends and analyzing data. Here are some examples of popular market research tools:

  • Market research software: Crunchbase is a platform that provides best-in-class company data, making it valuable for market research on growing companies and industries. You can use Crunchbase to access trusted, first-party funding data, revenue data, news and firmographics, enabling you to monitor industry trends and understand customer needs.

Market Research Graphic Crunchbase

  • Survey and questionnaire tools: SurveyMonkey is a widely used online survey platform that allows you to create, distribute and analyze surveys. Google Forms is a free tool that lets you create surveys and collect responses through Google Drive.
  • Data analysis software: Microsoft Excel and Google Sheets are useful for conducting statistical analyses. SPSS is a powerful statistical analysis software used for data processing, analysis and reporting.
  • Social listening tools: Brandwatch is a social listening and analytics platform that helps you monitor social media conversations, track sentiment and analyze trends. Mention is a media monitoring tool that allows you to track mentions of your brand, competitors and keywords across various online sources.
  • Data visualization platforms: Tableau is a data visualization tool that helps you create interactive and shareable dashboards and reports. Power BI by Microsoft is a business analytics tool for creating interactive visualizations and reports.

5. Collect data

There’s an infinite amount of data you could be collecting using these tools, so you’ll need to be intentional about going after the data that aligns with your research goals. Implement your chosen research methods, whether it’s distributing surveys, conducting interviews or pulling from secondary research platforms. Pay close attention to data quality and accuracy, and stick to a standardized process to streamline data capture and reduce errors. 

6. Analyze data

Once data is collected, you’ll need to analyze it systematically. Use statistical software or analysis tools to identify patterns, trends and correlations. For qualitative data, employ thematic analysis to extract common themes and insights. Visualize your findings with charts, graphs and tables to make complex data more understandable.

If you’re not proficient in data analysis, consider outsourcing or collaborating with a data analyst who can assist in processing and interpreting your data accurately.

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7. Interpret your findings

Interpreting your market research findings involves understanding what the data means in the context of your objectives. Are there significant trends that uncover the answers to your initial research questions? Consider the implications of your findings on your business strategy. It’s essential to move beyond raw data and extract actionable insights that inform decision-making.

Hold a cross-functional meeting or workshop with relevant team members to collectively interpret the findings. Different perspectives can lead to more comprehensive insights and innovative solutions.

8. Identify opportunities and challenges

Use your research findings to identify potential growth opportunities and challenges within your market. What segments of your audience are underserved or overlooked? Are there emerging trends you can capitalize on? Conversely, what obstacles or competitors could hinder your progress?

Lay out this information in a clear and organized way by conducting a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. Jot down notes for each of these areas to provide a structured overview of gaps and hurdles in the market.

9. Make informed business decisions

Market research is only valuable if it leads to informed decisions for your company. Based on your insights, devise actionable strategies and initiatives that align with your research objectives. Whether it’s refining your product, targeting new customer segments or adjusting pricing, ensure your decisions are rooted in the data.

At this point, it’s also crucial to keep your team aligned and accountable. Create an action plan that outlines specific steps, responsibilities and timelines for implementing the recommendations derived from your research. 

10. Monitor and adapt

Market research isn’t a one-time activity; it’s an ongoing process. Continuously monitor market conditions, customer behaviors and industry trends. Set up mechanisms to collect real-time data and feedback. As you gather new information, be prepared to adapt your strategies and tactics accordingly. Regularly revisiting your research ensures your business remains agile and reflects changing market dynamics and consumer preferences.

Online market research sources

As you go through the steps above, you’ll want to turn to trusted, reputable sources to gather your data. Here’s a list to get you started:

  • Crunchbase: As mentioned above, Crunchbase is an online platform with an extensive dataset, allowing you to access in-depth insights on market trends, consumer behavior and competitive analysis. You can also customize your search options to tailor your research to specific industries, geographic regions or customer personas.

Product Image Advanced Search CRMConnected

  • Academic databases: Academic databases, such as ProQuest and JSTOR , are treasure troves of scholarly research papers, studies and academic journals. They offer in-depth analyses of various subjects, including market trends, consumer preferences and industry-specific insights. Researchers can access a wealth of peer-reviewed publications to gain a deeper understanding of their research topics.
  • Government and NGO databases: Government agencies, nongovernmental organizations and other institutions frequently maintain databases containing valuable economic, demographic and industry-related data. These sources offer credible statistics and reports on a wide range of topics, making them essential for market researchers. Examples include the U.S. Census Bureau , the Bureau of Labor Statistics and the Pew Research Center .
  • Industry reports: Industry reports and market studies are comprehensive documents prepared by research firms, industry associations and consulting companies. They provide in-depth insights into specific markets, including market size, trends, competitive analysis and consumer behavior. You can find this information by looking at relevant industry association databases; examples include the American Marketing Association and the National Retail Federation .
  • Social media and online communities: Social media platforms like LinkedIn or Twitter (X) , forums such as Reddit and Quora , and review platforms such as G2 can provide real-time insights into consumer sentiment, opinions and trends. 

Market research examples

At this point, you have market research tools and data sources — but how do you act on the data you gather? Let’s go over some real-world examples that illustrate the practical application of market research across various industries. These examples showcase how market research can lead to smart decision-making and successful business decisions.

Example 1: Apple’s iPhone launch

Apple ’s iconic iPhone launch in 2007 serves as a prime example of market research driving product innovation in tech. Before the iPhone’s release, Apple conducted extensive market research to understand consumer preferences, pain points and unmet needs in the mobile phone industry. This research led to the development of a touchscreen smartphone with a user-friendly interface, addressing consumer demands for a more intuitive and versatile device. The result was a revolutionary product that disrupted the market and redefined the smartphone industry.

Example 2: McDonald’s global expansion

McDonald’s successful global expansion strategy demonstrates the importance of market research when expanding into new territories. Before entering a new market, McDonald’s conducts thorough research to understand local tastes, preferences and cultural nuances. This research informs menu customization, marketing strategies and store design. For instance, in India, McDonald’s offers a menu tailored to local preferences, including vegetarian options. This market-specific approach has enabled McDonald’s to adapt and thrive in diverse global markets.

Example 3: Organic and sustainable farming

The shift toward organic and sustainable farming practices in the food industry is driven by market research that indicates increased consumer demand for healthier and environmentally friendly food options. As a result, food producers and retailers invest in sustainable sourcing and organic product lines — such as with these sustainable seafood startups — to align with this shift in consumer values. 

The bottom line? Market research has multiple use cases and is a critical practice for any industry. Whether it’s launching groundbreaking products, entering new markets or responding to changing consumer preferences, you can use market research to shape successful strategies and outcomes.

Market research templates

You finally have a strong understanding of how to do market research and apply it in the real world. Before we wrap up, here are some market research templates that you can use as a starting point for your projects:

  • Smartsheet competitive analysis templates : These spreadsheets can serve as a framework for gathering information about the competitive landscape and obtaining valuable lessons to apply to your business strategy.
  • SurveyMonkey product survey template : Customize the questions on this survey based on what you want to learn from your target customers.
  • HubSpot templates : HubSpot offers a wide range of free templates you can use for market research, business planning and more.
  • SCORE templates : SCORE is a nonprofit organization that provides templates for business plans, market analysis and financial projections.
  • SBA.gov : The U.S. Small Business Administration offers templates for every aspect of your business, including market research, and is particularly valuable for new startups. 

Strengthen your business with market research

When conducted effectively, market research is like a guiding star. Equipped with the right tools and techniques, you can uncover valuable insights, stay competitive, foster innovation and navigate the complexities of your industry.

Throughout this guide, we’ve discussed the definition of market research, different research methods, and how to conduct it effectively. We’ve also explored various types of market research and shared practical insights and templates for getting started. 

Now, it’s time to start the research process. Trust in data, listen to the market and make informed decisions that guide your company toward lasting success.

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AI's impact on market research: What to expect in 2025

Digital Revolution Ai Innovation Marketing Research

AI is reshaping how researchers gather, analyze and act on data, introducing new efficiencies and challenges. This article summarizes a 2025 market research trends report, offering a preview of emerging trends and insights.

Insights professionals must blend technology with empathy

Editor’s note: Ali Henriques is head of research services at Qualtrics, Provo, Utah.

Like many industries, the market research field finds itself undergoing an unprecedented transformation thanks to advances in artificial intelligence. 

Qualtrics 2025 Market Research Trends report depicts a vivid portrait of how AI is reshaping the insights landscape and what emerging trends will define the year ahead. The report reflects perspectives from over 3,000 market researchers across 15 countries representing 13 industries. We’ve uncovered key insights ripe for research leaders and brand managers to take advantage of to stay ahead of the curve.

The current state of market research: A digital revolution

Nearly 60% of researchers say their organizations depend on their team’s research and insights more today than one year ago. That’s because our brand-side researchers are sharpening company-wide decision-making with their insights, improving stakeholder understanding of target audiences, helping to maintain a competitive edge in the market and identifying and capitalizing on emerging trends. Research teams have evolved from mere data providers into strategic partners. The integration of AI-powered tools is rapidly changing how insights are generated and the amount of influence they command within their organization. Traditional research methodologies are being enhanced by new digital tools, facilitating cost-effective feedback mechanisms and the ability to gather deeper qualitative insights remotely. According to our trends report, the teams embracing innovation are earning more influence, demand and budget.

4 key areas for research teams to focus on in 2025

Today's successful research teams are those that cultivate a culture of innovation. Researchers who identified as innovative and cutting-edge report securing larger budgets and more creative freedom than researchers sticking to traditional methods. These teams are positioning themselves as integral players in shaping organizational strategy. A whopping 67% of cutting-edge teams reported an uptick in research budget, and 71% of those teams have noted a significant increase in their organization’s reliance on their insights. According to researchers surveyed in the report, this upward trajectory will only continue, fueled by the relentless demand for data-driven decisions in an increasingly competitive business environment.

Synthetic data is quickly becoming a competitive advantage. As privacy and data scarcity concerns grow, the use of synthetic data will continue to trend up in 2025 (and beyond). Synthetic data allows researchers to simulate real-world inputs without compromising sensitive information, equipping teams with the capability to analyze broader sample sizes faster. Eighty-seven percent of researchers who have employed synthetic responses reported satisfaction with the results, highlighting a pivot toward more effective and diverse data collection methodologies. This is a big reason why nearly three quarters (71%) of market researchers agree that the majority of market research will be done using synthetic responses within three years.

Embrace AI as a permanent team member . Gone are the days when market researchers were encumbered by mundane tasks such as data cleansing and charting. Nearly 90% of researchers are now regularly using AI-powered tools in their day-to-day and that’s because AI is enabling their teams to do more research with the same team size (cited as the top benefit among researchers). Consensus is growing that AI will be an indispensable part of research operations moving forward, with 83% of researchers reporting that their organizations plan to significantly increase AI investment in 2025.

Keep the human element alive with digital qual. While the pandemic forced a mass migration to digital platforms, the emphasis on maintaining qualitative human connections remains crucial. In fact, 57% have seen an increase in demand for qual within their organizations. Researchers are now leveraging digital tools to enhance these studies, ensuring that the nuances of human behavior are not lost in translation. Importantly, the experimentation with hybrid methodologies allows for a balance between digital efficiency and the rich insights found in traditional face-to-face interactions.

Quality insights 

The demand for accurate and actionable insights has never been greater, pushing researchers to deliver data that can directly influence business strategies, customer experiences and product development. With the pressure to provide rapid insights without compromising quality, teams are leveraging AI, automation and synthetic data to enhance efficiency and meet tight deadlines, especially in fast-paced industries. 

By automating repetitive tasks and enhancing their analytical capabilities, teams can focus on strategic initiatives that foster business growth. While embracing new tools and innovation is essential, researchers must continue to strive for balance in methods and audiences, ultimately blending technology with empathy. 

The teams that find this balance will be best positioned to help their businesses navigate the future confidently.

The Drivers and Barriers of Joy Related Categories: Quantitative Research, Artificial Intelligence / AI, Innovation Quantitative Research, Artificial Intelligence / AI, Innovation, Consumer Research, Consumers

The polling gap: When quantitative data misses the mark Related Categories: Quantitative Research, Qualitative Research, Qualitative-Online Quantitative Research, Qualitative Research, Qualitative-Online, Political Polling, Political Research

Beyond AI: Unlocking breakthrough insights and hyper-personalization Related Categories: Data Analysis, Artificial Intelligence / AI, Innovation Data Analysis, Artificial Intelligence / AI, Innovation, CX/UX-Customer/User Experience, Modeling/Simulation Studies, Segmentation Studies

How AI will transform research agencies and their offerings Related Categories: Research Industry, Data Analysis, Data Quality, Artificial Intelligence / AI Research Industry, Data Analysis, Data Quality, Artificial Intelligence / AI, Automation, Computer-Software, Data Processing, High-Tech, Software-Data Analysis

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Brand Market Research: Understanding Your Brand’s Position in the Market

The blog highlights what brand market research is, methods and types of brand market research to leverage, and how quantilope can help automate the process.

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Nov 19, 2024

quantilope is the Consumer Intelligence Platform for all end-to-end research needs

This blog post explores brand market research by describing what brand market research is, its overall importance, related methodologies, and how it can empower your business to develop a long-term, successful brand strategy. 

With today’s rapidly expanding marketplaces and new businesses forming every day, simply having a great product or service isn't always enough. To really thrive and stand out in your product/service category, you need to focus on cultivating a strong brand that resonates with your target audience. While this might sound easier said than done, it all starts with a deep understanding of your brand's position in the market through thorough brand market research .

Table of Contents: 

  • What is brand market research?

Why is brand market research important?

Types of market research studies, methods and strategies for conducting brand market research, how to conduct brand market research, tools to enhance your brand market research, how is brand market research different from brand analysis, improve your market research efforts with quantilope, what is brand market research .

Brand market research (or simply, brand research) is the process of gathering and analyzing information about your brand, your target market, and your competitive environment. Think of it as a multi-faceted lens that allows you to:

  • Understand your audience: Who are they? What are their needs, desires, and pain points? What motivates their purchasing decisions?
  • Assess your brand perception : How do consumers perceive your brand ? What are their brand associations? What is your overall brand image?
  • Analyze the market: What are the current market trends ? Who are your main competitors? What are their strengths and weaknesses? Are there whitespace opportunities to explore?

By answering these questions (and more), brand research provides a solid foundation for informed decision-making and strategic planning .   Back to Table of Contents

With consumer preferences constantly changing alongside new trends and fads, brand research is no longer a "nice-to-have" but a necessity for brands to remain relevant and successful. 

Using brand market research , businesses put themselves in a better position to…

  • Craft compelling messaging : By understanding your target audience through research, you can tailor your messaging to resonate with their values, aspirations, and needs. For example, if your research reveals that your target audience values sustainability, you can emphasize your brand's eco-friendly practices in your branding strategy.  
  • Optimize your marketing efforts : Instead of blindly throwing money at various marketing approaches, brand research helps you identify the most effective channels and tactics to reach your target market. For instance, if your research shows that your audience is highly active on Instagram, you can prioritize your social media marketing efforts on that platform over others. 
  • Develop successful new products : Launching a new product always comes with some form of risk. Brand research can help you mitigate that risk by gauging consumer interest early on and identifying potential pain points before you even hit the market. This might involve conducting online surveys to understand consumer preferences or organizing focus groups to gather detailed feedback on product prototypes.
  • Strengthen your brand identity : Your brand identity is what sets you apart from the competition. Brand research allows you to measure brand awareness, track brand recall, and shape a brand image that fosters long-term brand loyalty and customer satisfaction .
  • Boost profitability : Ultimately, the goal of any business is to be profitable. By leveraging research to understand your core customer base, their needs, and their customer experience, you can optimize your pricing, product development, and marketing efforts to drive business profitability.

These are just a few of the many reasons why it makes sense to invest in brand market research. It’s an upfront investment that has a lot of long-term value and benefits.    Back to Table of Contents

Knowing the importance of brand research, it’s worth noting that this type of research comes in various forms, each designed to answer different questions and provide uniquely valuable insights. 

Below are a few types of market research studies that provide insight on your brand: 

  • Exploratory research: This type of research is often used when you're venturing into uncharted territory, aiming to gain initial understanding of a particular market trend or consumer behavior. In the context of brand research, it could be useful during a rebrand or when entering a new subcategory. Imagine you're a coffee shop considering introducing a new line of vegan pastries to your brand. Exploratory research , such as conducting in-person interviews with potential customers, could help you understand their preferences and identify potential demand.
  • Descriptive research: As the name suggests, descriptive research gets more specific (compared to exploratory research). It aims to describe characteristics around your brand, such as demographics or brand associations. For example, your brand might conduct online surveys to understand the age, gender, and income levels of your target audience or to assess their perception of your brand vs. competitors.
  • Causal research: This type of research seeks to understand cause-and-effect relationships. For instance, you might conduct an experiment to determine how different pricing strategies impact brand sales or how changes in packaging design affect brand recognition.

The type of research you choose will depend on your specific brand goals and what you’re hoping to achieve through your research. Below, we’ll talk more about actual methods and strategies you can leverage.   Back to Table of Contents  

When people think of market research, they often think of online surveys. While surveys are a great form of quantitative research (and we explain how to leverage this form of research below), there are also many other ways to collect brand information; below are just a few of them: 

Surveys are a form of quantitative research, allowing you to gather numerical data from a large respondent pool. Online surveys and questionnaires are particularly useful for measuring brand awareness, brand recognition, and brand perception. For example, you could ask respondents to rate their familiarity with your brand on a scale of 1 to 5 or to select words that they associate with your brand from a list. Surveys allow brands to gather their collected data and generate intuitive charts to share with stakeholders. When using a survey, brands have the choice between traditional agency partners or online research platforms like quantilope that use automation and advanced analytics to streamline the process. 

While surveys provide breadth, interviews offer depth. In-depth one-on-one consumer interviews allow you to explore individual experiences and opinions in detail, providing rich qualitative insights . This approach to research is particularly useful for understanding complex issues or exploring sensitive topics. For instance, you might interview customers who have recently switched brands to understand their reasons for doing so. 

Focus groups

Focus groups take one-on-one interviews a step further by bringing together a small group of individuals for a moderated discussion. This method allows you to observe group dynamics and gather qualitative insights on topics such as brand perception, messaging, and new product concepts. For example, you could show a focus group a series of brand advertisements and ask for their feedback on the messaging, visuals, and overall ad effectiveness . Group settings often inspire individuals to build off on another’s feedback and share more detailed insights. 

Social listening

In today's digital age, social media is a goldmine of consumer insights. Social listening involves monitoring online conversations and mentions of your brand to understand brand sentiment, track brand performance, and identify emerging market trends. This could involve tracking hashtags related to your brand, analyzing reviews on online platforms, or monitoring brand-related discussions in online communities. The best part about social listening is that unless you pay for a service to analyze sentiment, it’s free! 

Customer behavior data

Your customers' actions speak louder than words. Analyzing website traffic, purchase history, and other behavioral data can provide valuable insights into customer experience and identify areas for improvement. For example, if you notice a high bounce rate on a particular product page for your brand, it could indicate that you need to redesign the page layout or clarify the product information. 

Competitor analysis

Keeping a close eye on your competitors is crucial for staying ahead in the game. Competitive analysis involves evaluating your competitors' marketing strategies, brand positioning, and brand equity to identify opportunities for differentiation. This could involve analyzing their website content, social media presence, pricing strategies, and customer reviews.   Back to Table of Contents

Effective brand research requires thoughtful planning and execution. Below is a step-by-step guide to follow as a general guideline: 

  • Define your research questions : Before you even begin drafting your research study, start by clearly defining your objectives. What do you want to learn from your findings? Are you exploring brand perception, measuring brand loyalty, or assessing the impact of your marketing efforts? Clearly defined research questions will guide your research design and ensure that you gather the relevant data needed.
  • Identify your target audience : Who are you trying to reach with your brand? Defining your target market is crucial for ensuring that your research findings are relevant and actionable. This involves considering factors such as demographics, consumer behavior, lifestyle, interests, and needs.
  • Choose your research methods : The type of research and brand research methods you choose will depend on your research questions, target audience, and budget. Consider the pros and cons of each method (mentioned above) and choose the one(s) that best align with your needs.
  • Gather your data: This is where you’ll finally put your research plan into action. Conduct online surveys, interviews, focus groups, or leverage social listening tools (or, use a combination of methods) to gather the necessary data that will answer your research questions and objectives. Ensure that your data collection methods are ethical and as unbiased as possible.
  • Analyze your findings: Once you've gathered your data, it's time to make use of it. This involves cleaning, organizing, and analyzing the data to extract actionable insights. Use appropriate statistical techniques and data visualization tools to identify patterns, trends, and relationships in the data that you can share with key stakeholders. 

Best practices for brand market research

To ensure the quality and effectiveness of your brand research, also keep these best practices in mind while following the steps above:

  • Ensure your sample size is representative of your target market. If your sample is not representative, your findings may not be generalizable to the wider population.
  • Use clear and concise language in your questionnaires and surveys . Avoid jargon, technical terms, and leading questions that could bias your results...
  • ...and speaking of bias, be mindful of personal biases in your research methods and data analysis by having other team members review a survey or research study before it goes out to participants.    Back to Table of Contents

Navigating brand research can feel like a daunting task, but thankfully, there are some powerful market research tools available to help you gather and analyze brand data effectively. Here are a few options to consider: 

  • quantilope : quantilope’s platform offers the largest suite of automated advanced methods combined with AI-driven analytics and an intuitive platform interface to streamline data collection and analysis. With quantilope, brands can collaborate in real-time to uncover deep qualitative and quantitative insights with speed and agility. Whether it’s running concept tests , exploring brand perception, or measuring customer satisfaction , quantilope provides the tools you need to feel confident in data-driven business decisions.
  • Brandwatch : This social listening tool allows you to track brand mentions across social media, analyze sentiment, identify key influencers, and understand how your brand image is evolving in online conversations.
  • Google Trends : Google Trends is a free tool that can crawl Google’s search engine and social media platforms for trends or mentions of particular brand terms. Brands can get helpful information about their brand like the frequency of certain brand-related search terms, locations of search queries, and the context around search terms. 
  • Social Mention : Social Mention is a another free service that focuses on how social media creates and impacts brand awareness and perceptions. It monitors major social media platforms to establish how many times a brand has been mentioned. Social Mention keeps tabs on the types of mentions - whether positive or negative, counts how many people are talking about a brand (or competitive brands) in real-time, and provides an overview of brand perceptions.    Back to Table of Contents

While the terms "brand market research" and "brand analysis" are often used interchangeably, there's a subtle but important distinction.

Brand market research primarily focuses on gathering external data about your target market and competitive landscape. It's about understanding your customers, their needs, and how they perceive your brand in relation to your competitors. Think online surveys, focus groups, and social listening.

Brand analysis , on the other hand, often involves a more internal assessment of your brand. It delves into your brand identity, brand value, brand equity, and how effectively you're communicating your brand positioning. This might involve auditing your marketing materials, analyzing your brand's visual identity, or assessing your internal brand culture.   Back to Table of Contents

quantilope empowers brands to conduct agile and impactful brand research. The Consumer Intelligence Platform automates even the most complex tasks and methodologies, allowing teams to gather more information about their brand with less tedious and manual efforts than they would with a traditional research agency. quantilope platforms users benefit from from: 

  • Automated survey creation : Build sophisticated brand surveys quickly and easily with quantilope’s drag-and-drop interface for a library of questions and methods, along with entirely pre-built survey templates that are customizable as needed. 
  • Advanced analytics: Go beyond basic brand insights by leveraging the largest suite of automated advanced methods . Uncover hidden patterns, identify key drivers of brand perception, and segment your audience based on their needs and preferences.
  • Real-time insights: Track your brand's performance in real-time with quantilope’s dynamic dashboards and reporting features, that automatically update with any newly available data in your project. 

Whether your brand is just beginning its market research process or looking to revamp existing brand studies, get in touch below to learn how quantilope can help!

Get in touch to learn more about brand market research with quantilope!

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key terms in market research

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That actually explain what's on your next test, market research, from class:.

Market research is the process of gathering, analyzing, and interpreting information about a market, including information about the target audience, competitors, and industry trends. This practice helps businesses understand customer needs and preferences, enabling them to make informed decisions regarding product development, pricing strategies, and promotional efforts. By effectively utilizing market research, companies can create targeted marketing strategies that resonate with consumers and differentiate themselves in the marketplace.

congrats on reading the definition of Market Research . now let's actually learn it.

5 Must Know Facts For Your Next Test

  • Market research can be categorized into primary research, which involves collecting new data through surveys or interviews, and secondary research, which analyzes existing data from reports or studies.
  • Understanding consumer behavior through market research can lead to better product positioning and effective advertising campaigns.
  • Conducting market research helps identify gaps in the market, allowing businesses to innovate and meet unmet needs.
  • The insights gained from market research can guide the development of a unique value proposition by aligning products with customer expectations.
  • Market research plays a critical role in integrated marketing communications by ensuring that messaging is relevant and tailored to the audience's preferences.

Review Questions

  • Market research provides insights into customer needs and preferences, which are essential for crafting a compelling unique value proposition. By understanding what consumers value most, brands can highlight specific benefits that set them apart from competitors. This alignment between the product offering and consumer expectations helps ensure that the value proposition resonates with the target audience, leading to increased engagement and sales.
  • Market research serves as the foundation for integrated marketing communications by delivering insights into consumer behavior and preferences. By analyzing this data, marketers can create cohesive messaging across various channels that effectively targets the intended audience. This ensures that all promotional efforts are synchronized and reinforce the same core messages, maximizing impact and improving overall campaign effectiveness.
  • Advancements in technology have significantly transformed market research methodologies by enabling real-time data collection and analysis. Tools like social media analytics, online surveys, and big data allow advertisers to gather vast amounts of information about consumer behavior quickly. This shift not only enhances the accuracy of market insights but also enables more agile advertising strategies that can adapt to changing consumer preferences instantly. As a result, advertisers can create more personalized campaigns that resonate deeply with their audiences, driving higher engagement and conversion rates.

Related terms

Target Audience : A specific group of consumers identified as the intended recipients of a marketing message or campaign.

Competitive Analysis : The assessment of competitors' strengths and weaknesses to identify opportunities and threats within the market.

Consumer Behavior : The study of individuals' buying habits and preferences, which helps marketers tailor their strategies to meet customer needs.

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