Market Research Glossary

A holistic research approach that combines multiple methods and perspectives.

A research technique used to evaluate the effectiveness of an advertisement before it goes live.

When respondents are prompted with a brand or product to see if they remember it.

Information about what people think, believe, or feel.

A measure of how well consumers recognise or are familiar with a brand or product.

Information about what people do, such as purchases or website visits.

Dividing a market based on consumer behavior and usage patterns.

Comparing business processes or performance metrics to industry bests or best practices.

Any influence that distorts the results of research away from the true values.

A consumer’s emotional connection or loyalty to a brand.

The structure of brands within an organisational entity.

The extent to which consumers are familiar with the qualities or image of a brand.

The value of a brand based on consumer perception, recognition, and loyalty.

A visual model illustrating the stages of consumer engagement with a brand.

An overall measure of the strength of a brand in the market.

The extent to which consumers continue to buy the same brand within a product category.

How customers view or interpret a brand.

The act of designing a company's offering and image to occupy a distinct place in the mind of the target market.

How often and how easily a brand is thought of in buying situations.

Ongoing research to monitor the health and performance of a brand over time.

Computer-Assisted Telephone Interviewing, used to conduct phone surveys efficiently.

The percentage of customers who stop using a product or service during a period.

Central Location Test, where participants are brought to a central place to test a product or service.

Identifying and evaluating your competitors’ strengths and weaknesses.

A visual tool used in qualitative research to communicate a new product idea.

Evaluating consumer responses to a new idea or product concept before launch.

A technique to determine how people value different features that make up a product or service.

The study of how individuals buy, use, and dispose of goods and services.

Interpretations of trends in human behaviors which aim to increase product or service effectiveness.

Research to determine the effectiveness of an advertisement’s content.

When customers stop doing business with a company or brand.

The process a customer goes through from first contact to purchase and beyond.

The total worth of a customer to a business over the whole period of their relationship.

A semi-fictional character representing a customer segment.

A measure of how products and services meet or surpass customer expectations.

Analysing large datasets to find patterns and relationships.

Graphically representing data to uncover insights.

A diagram that maps out decisions and their possible consequences.

Statistical data relating to the population and particular groups within it.

A one-on-one interview used to explore deeper motivations and attitudes.

Secondary research using already available data sources.

A self-reporting method where participants document activities and experiences.

Participants record their behaviours or thoughts over time for research purposes.

Measuring emotional responses using biometric or AI tools.

A qualitative research method observing users in their natural environment.

Technology used to measure where and how long a person looks at different areas.

In-person interview for detailed and qualitative insights.

Research to determine if a project or idea is viable.

The collection of raw data outside a lab or office setting.

A guided discussion with a group of participants to gather opinions.

How often a particular response or behaviour occurs.

The analysis of people based on where they live.

When a positive impression in one area influences perceptions in another.

A visual representation of data where values are depicted by color, often used in eye-tracking.

Statistical method to test assumptions made about a population.

In-Depth Interviews, qualitative interviews to explore detailed thoughts and opinions.

A psychological test used to reveal subconscious attitudes.

Product testing conducted in consumers’ homes over a period of time.

A reward offered to encourage participation in a study.

The rate at which people in a population meet the criteria for a study.

A composite measure to show how a brand or segment compares to a baseline.

The degree to which an individual or organization is open to new ideas or products.

Spontaneous interviews conducted in public places such as malls.

A survey conducted by stopping people in a public place and asking questions.

A statistical technique to evaluate the quality of individual items in a survey.

Visualising the steps a customer takes while interacting with a product or service.

A method to identify which variables most influence an outcome.

Key Performance Indicator is a measurable value that indicates how effectively a company is achieving its objectives.

A qualitative method that explores the reasons behind consumer choices.

A need that is not currently recognised or expressed by customers.

Potential customers who have shown interest in a product or service.

The average time it takes a respondent to complete a survey.

A rating scale used to measure attitudes or opinions.

Research conducted over a long period to observe changes over time.

A range that expresses the uncertainty of survey results.

The total demand for a product in a given market.

Dividing a market into distinct groups with common needs or characteristics.

The percentage of an industry or market's total sales that a particular company earns.

The total volume or value of a given market.

Maximum Difference Scaling, a survey technique to determine preference or importance.

User testing guided by a researcher in real-time.

The act of leading and guiding a qualitative research session.

Collecting data through multiple channels (e.g., online, phone, in-person).

Analyses involving multiple variables simultaneously to understand complex relationships.

Researchers pose as customers to evaluate service quality or gather information.

A metric that measures customer loyalty by asking how likely they are to recommend.

Bias introduced when those who do not respond to a survey differ from those who do.

Watching how people behave in real-world settings.

A shared survey where multiple clients add questions to a single questionnaire.

An asynchronous qualitative method where participants interact over several days.

A pre-recruited group of individuals who have agreed to take part in online research.

A survey question that allows respondents to answer in their own words.

Loss of participants from a research panel over time.

When respondents' behavior changes due to repeated participation in studies.

A company that supplies respondents for market research.

The percentage of invited participants who actually complete the survey.

A type of structural modelling showing the directed dependencies among variables.

The stages a consumer goes through leading up to a purchase.

Evaluating brand positioning through consumer perceptions.

A visual representation of how consumers perceive brands relative to each other.

A small-scale test to check the feasibility of a full study.

A survey conducted after a campaign to measure its impact.

Using data, statistical algorithms, and machine learning to identify the likelihood of future outcomes.

Using historical data to forecast future behaviour.

Advanced analytics that suggest actions to achieve desired outcomes.

A measure of how sensitive demand is to changes in price.

Research to determine how much customers are willing to pay for a product or service.

Original data collection to address a specific research question.

A tool used to determine which actions will have the greatest impact.

A detailed description of a new product idea presented to consumers for feedback.

The stages a product goes through from development to decline.

Indirect questioning techniques used in qualitative research to uncover deeper feelings.

The steps consumers take on the path to purchase.

A measure of how likely a consumer is to buy a product.

Exploratory research used to gain insights into underlying motivations and attitudes.

Structured research involving numerical data and statistical analysis.

A study repeated over time to track metrics numerically.

A specified number of respondents needed for certain subgroups in a sample.

Sampling method where researchers ensure representation of key subgroups.

A sampling method in which all members have an equal chance of selection.

The extent to which consumers remember seeing an ad or brand.

Assessing how well consumers remember advertising or branding.

The proportion of people who decline to participate in a survey.

A statistical method for examining relationships between variables.

The purpose or goal of a market research study.

A tendency for respondents to answer untruthfully or misleadingly.

The percentage of people who respond to a survey out of those invited.

A measure of the profitability of an investment.

A list or database from which a sample is drawn.

The number of participants included in a research study.

The error caused by observing a sample instead of the whole population.

The point at which additional data collection yields little or no new information.

A set of questions used to qualify respondents for a study.

Using existing data collected by others to inform your own research.

Dividing a market into smaller groups based on shared characteristics.

Research aimed at defining distinct groups within a market.

Characteristics used to divide a market into distinct segments.

Bias introduced when individuals choose to participate, possibly skewing results.

Using AI or software to analyse opinions expressed in text and determine positive, negative, or neutral sentiment.

A numerical representation of sentiment expressed in text data.

Understanding consumer behaviour in retail environments to optimise sales.

The tendency of respondents to answer in a way they think is socially acceptable.

Monitoring social media platforms for mentions of a brand or topic.

The psychological phenomenon where people follow the actions of others.

The process of applying statistical analysis to data to create models.

The likelihood that a result is not due to chance.

Testing different stimuli (ads, packaging, messaging) to evaluate effectiveness.

The practice of using narrative to present research findings in a compelling way.

A sampling method where the population is divided into subgroups and sampled from each.

A method of collecting data by asking people questions.

A method of collecting data by asking people questions.

Artificially generated data used for testing or modeling.

Evaluating how effective a tagline is at communicating a message.

A specific group of consumers identified as the intended recipient of an ad or message.

The specific group of consumers a product or service is aimed at.

A method of collecting data by calling respondents.

A small geographic area where a product is launched to gauge success.

A statistical method to analyse data points collected or recorded at time intervals.

The first brand that comes to mind when thinking of a category.

Key measures monitored over time to assess performance or changes.

A study that measures changes in metrics over time.

Where visitors to a website come from (e.g., search, social media, direct).

Information collected at the point of transaction, like purchases or sign-ups.

Analysing data over time to identify consistent patterns.

Using multiple methods or data sources to validate research findings.

Total Unduplicated Reach and Frequency analysis used to find the best product mix.

A classification system used to categorise people or behaviours.

A sample that accurately reflects the characteristics of the population.

Evaluating a product or ad without showing the brand to avoid bias.

Consumer needs that are not currently addressed by existing products.

A controlled environment where users are observed interacting with a product.

Testing how easy and user-friendly a product or interface is.

Research to understand how products are used and what consumers think of them.

A person’s emotions and attitudes about using a particular product or service.

Designing products based on user needs and behaviour.

Research aimed at improving the usability and experience of digital products.

The extent to which research actually measures what it intends to measure.

The promise of value a company delivers to its customers.

The exact words used by respondents, often collected in open-ended questions.

Assessing the impact of images or designs on perception and behaviour.

Technology that analyses vocal tone, pitch, and speed for emotional insight.

A term used to describe your customers’ feedback about their experiences.

Surveys conducted through voice platforms like phone or smart speakers.

Estimating future sales volume of a product based on research inputs.

Measurement and analysis of web data to understand and optimise web usage.

Adjusting survey results to make the sample more representative of the population.

Adjusting data to correct imbalances in sample representation.

A visual representation of word frequency in open-ended text data.

Bias introduced by the way a question is phrased.

The maximum amount a customer is willing to pay for a product or service.

The percentage of valid completes out of all survey attempts.

A statistical test to determine if there is a significant difference between sample and population means.

Data that a customer intentionally and proactively shares with a brand.

A technique using imagery and metaphor to explore subconscious thoughts.

Testing product variations or messages in different geographic zones.

A qualitative interview conducted via Zoom or video conferencing tool.