Research Glossary

What is it?

The 5 second test is a usability testing technique used to evaluate the effectiveness of a website or app design.

How is it useful?

The 5 second test is useful because it allows designers to quickly assess how well users understand the purpose of a website or app, as well as how easy it is for them to find the information they need. It also helps designers identify any potential usability issues that may be present in their design.

What is it?

A/B testing is a method of comparing two versions of a website or app to see which one performs better. A random sample of users is split into two groups and each group is shown a different version of the website or app. The results are then analyzed to determine which version performed better.

How is it useful?

A/B testing enables companies to make data-driven decisions about website and app design. By testing different versions of a website or app, companies can identify which design elements are most effective at achieving their goals, such as increasing conversions or improving user engagement. This method can also help companies avoid costly design mistakes by testing changes before implementing them on a large scale.

What it is?

Audience immersion is a research method that involves immersing researchers in the lives and experiences of their target audience. This can include observing users in their natural environment, conducting in-depth interviews, or participating in user activities.

How is it useful?

Audience immersion is important because it provides a deep understanding of users' needs, behaviors, and motivations. By immersing themselves in the lives of their target audience, researchers can gain insights that may not be apparent through other research methods. This can inform product development, marketing strategies, and other business decisions that are tailored to the needs and preferences of the target audience.

What is it?

Accompanied shopping research (ASTs) is a type of market research that involves a researcher accompanying a consumer while they shop. The researcher observes the consumer’s behavior and collects data on their shopping experience.

How is it useful?

ASTs are useful because they provide an in-depth understanding of the consumer’s shopping experience, including their motivations, preferences, and decision-making process. This data can be used to inform marketing strategies and product design decisions, as well as to identify areas for improvement in the customer experience.Description goes here

What is it?

A behavioural audit is a process of assessing the behaviour of an individual or group in order to identify areas for improvement. It involves collecting data on the behaviour of the individual or group, analyzing it, and then making recommendations for change.

How is it useful?

Behavioural audits are useful because they provide insight into how people behave in certain situations and can help identify areas where changes need to be made in order to improve performance or reduce risk. They can also help organizations better understand their employees and customers, allowing them to make more informed decisions about how to best manage their resources.

What is it?

Brand mapping is a process of analyzing the relationships between a company's products, services, and brands. It involves identifying the similarities and differences between each brand, as well as how they are perceived by customers.

How is it useful?

Brand mapping is useful for companies because it helps them to better understand their customers and their needs. It also helps them to create more effective marketing strategies that target specific customer segments and increase brand loyalty. Additionally, it can help companies identify potential opportunities for new products or services that could be beneficial to their customers.Description goes here

What is it?

Card Sorting is a research method used to understand how users group and categorize information. The method involves presenting users with a set of cards, each containing a piece of information, and asking them to group the cards into categories that make sense to them.

How is it useful?

Card Sorting is important because it helps businesses understand how users perceive and organize information, leading to more intuitive and user-friendly designs. By using this method, businesses can create information architectures that align with user mental models, leading to easier navigation and increased user satisfaction.

What is it?

Click test is a type of usability testing that measures the time it takes for a user to complete a task on a website or application.

How is it useful?

It is useful because it helps identify areas of improvement in terms of user experience and navigation. It can also help identify any potential issues with the design or functionality of the website or application, which can then be addressed to improve the overall user experience.

What is it?

It is a research method where designers, stakeholders, and end-users work together to create solutions for a specific problem.

How is it useful?

Co-creation is essential because it provides valuable insights into customer needs and preferences, leading to the development of products that meet their expectations.

What is it?

Contextual immersion is a qualitative research method in which a researcher observes participants in their natural environment to gain insights into their behaviors, experiences, and needs.

How is it useful?

Contextual immersion enables researchers to gain a deep understanding of participants' experiences in a real-world setting. By observing participants in their natural environment, researchers can gain insights into their behaviors and needs that may not be apparent in a traditional research setting. This method can be particularly useful for identifying pain points or areas of frustration, as well as unmet needs or opportunities for improvement.

What is it?

Contextual inquiry is a user-centered design method that involves observing and interviewing users in their natural environment to gain an understanding of their needs, goals, and motivations.

How is it useful?

Contextual inquiry is useful because it allows designers to gain a deeper understanding of the user’s context and how they interact with the product or service. This helps designers create more effective solutions that are tailored to the user’s needs and preferences.

What is it?

Dial testing is a research method used to measure the emotional reactions of a group of people to a stimulus. It involves participants using a dial to indicate their level of agreement or disagreement with the stimulus on a scale from 0-100. Dial testing was often used in situ but is increasingly used remotely online.

How is it useful?

Dial testing is useful because it provides an immediate and accurate measure of how people feel about something in real time. It can be used to gauge audience reactions to speeches, advertisements, films, and other media, as well as to measure public opinion on political issues or social trends. It also allows researchers to track changes in sentiment over time and identify patterns in responses.

What is it?

A diary study is a research method in which participants record their thoughts, feelings, and behaviors over a period of time.

How is it useful?

Diary studies are useful because they provide an in-depth look at how people think and behave over time. They can also help researchers understand how people respond to different situations and how their behavior changes over time. Additionally, diary studies can be used to identify patterns in behavior that may not be apparent in other types of research.

What is it?

Ethnography is a qualitative research method in which a researcher immerses themselves in a particular cultural or social group to gain a deep understanding of their beliefs, behaviors, and customs.

How is it useful?

Ethnography enables researchers to gain a deep, holistic understanding of a particular culture or social group. This method can be particularly useful for identifying patterns and trends that may not be apparent from a surface-level analysis, or for gaining insights into the cultural context of particular behaviors or beliefs.

What is it?

Exploratory research is a type of research conducted for a problem that has not been clearly defined. It is used to explore and identify different aspects of a subject, to gain more detailed insights into a problem, and to form the basis for a more comprehensive research project. Exploratory research is often used to develop an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for further research.

How is it useful?

Exploratory research is beneficial because it allows researchers to define a problem and to identify potential explanations. Exploratory research can also help researchers to create hypotheses, to identify relationships between variables, and to develop research methods.

What is it?

Eye tracking research is a method of measuring and recording eye movements to understand how people view and interact with their environment.

How is it useful?

Eye tracking research is useful because it can provide insight into how people process visual information, how they make decisions, and how they interact with digital products. It can also be used to measure the effectiveness of marketing campaigns, website design, and user experience.

What is it?

Focus groups are a qualitative research method in which a group of people are brought together to participate in a discussion on a particular topic, product or service, moderated by a trained facilitator.

How is it useful?

Focus groups provide a way to gather detailed, in-depth feedback on a topic or product. They allow researchers to gain insights into participants' thoughts, opinions, and attitudes towards a product or service. Focus groups can be particularly useful for identifying potential areas of improvement, areas of confusion or uncertainty, and unmet needs or expectations.

What is it?

Heuristic review is a usability evaluation method that involves an expert examining a product or system and identifying usability issues based on established usability principles (heuristics).

How is it useful?

It is useful because it provides an efficient way to identify potential usability problems quickly and cost-effectively. It can also be used to identify areas for improvement in the user experience, which can help to improve the overall quality of the product or system.

What is it?

Ideation is a creative problem-solving technique that involves generating and developing new ideas through brainstorming, collaboration, and iteration.

How is it useful?

It is important because it can help businesses identify new opportunities for innovation, improve existing products or services, and stay ahead of the competition.

What is it?

In-depth interviews are a qualitative research method in which a researcher conducts a one-on-one interview with a participant to gather detailed information about their experiences, attitudes, and behaviors.

How is it useful?

In-depth interviews allow researchers to explore participants' experiences and perspectives in great depth. This method can be particularly useful for gaining insights into complex or sensitive topics, or for exploring participants' personal motivations or beliefs.

What is it?

Mobile ethnography is a qualitative research method in which participants use their mobile devices to capture and document their daily experiences over a period of time. The researcher then analyzes the data collected to gain insights into participants' behaviors and experiences.

How is it useful?

Mobile ethnography enables researchers to gain insights into participants' experiences in their natural environment, over an extended period of time. This method can be particularly useful for studying behaviors or activities that are difficult to observe in a traditional research setting, or for gaining a deeper understanding of participants' daily routines and habits.

What is it?

Monadic testing is a type of quantitative market research that involves testing a single product or concept with a group of participants.

How is it useful?

Survey monadic testing is useful because it allows researchers to gain insights into how people perceive and respond to a single product or concept, without the need to compare it to other products or concepts. This provides a controlled response that can be compared and contrasted to results from other monadic tests. This can be especially helpful when trying to understand how people respond to new products or ideas, as well as when trying to identify potential areas for improvement in existing products or concepts.

What is it?

A temporary online community that is created to gather feedback and insights from participants over a short period of time, usually a few days to a few weeks.

How is it useful?

Pop-up communities allow researchers to quickly gather feedback from a targeted group of participants on a specific topic or product, without the need for a long-term commitment from participants. It can provide real-time insights and help companies make informed decisions about their products or services.

What is it?

Primary research is the process of collecting data directly from the source, rather than relying on existing sources of information.

How is it useful?

Primary research is useful because it allows researchers to collect data that is specific to their research question and can provide more accurate and detailed information than secondary sources. Additionally, primary research can help researchers gain a better understanding of the context in which their research question exists, as well as provide insights into how people think and behave in certain situations.

What is it?

Psychographic profiling is a technique used to group consumers based on their personality, values, attitudes, interests, and lifestyles.

How is it useful?

This method is important for developing effective marketing strategies and understanding consumer behaviour, as it provides insights into the motivations and preferences that drive purchasing decisions.

What is it?

Remote research is a method of conducting research remotely, using tools such as video conferencing, online surveys, or mobile apps, to gather data from participants who are not physically present in the same location as the researcher.

How is it useful?

Remote research enables researchers to reach participants who may be geographically dispersed or who have difficulty traveling to a research facility. This method can also be more cost-effective than traditional in-person research, and it can be easier to recruit participants for remote studies. Additionally, remote research can provide a more comfortable and natural environment for participants to share their experiences, as they can participate from their own homes or workplaces.

What is it?

Secondary research is the process of gathering data from existing sources such as books, journals, newspapers, magazines, websites, and other published materials.

How is it useful?

Secondary research is useful because it can provide a broad overview of a topic or issue and can be used to supplement primary research. It is also cost-effective and time-efficient since the data has already been collected and analyzed by someone else. Additionally, secondary research can provide valuable insights into trends and patterns that may not be evident in primary research.

What is it?

Segmentation analysis is a process of dividing a target audience into smaller subgroups based on shared characteristics such as demographics, behavior, or needs.

How is it useful?

Segmentation analysis enables companies to tailor their marketing strategies and products to the specific needs and preferences of different subgroups. By understanding the characteristics and behaviors of each segment, companies can develop more targeted messaging and improve the effectiveness of their marketing campaigns.

What is it?

Tree testing is a usability testing technique used to evaluate the information architecture of a website or application. It involves presenting users with a hierarchical structure of the website or application and asking them to complete tasks based on that structure.

How is it useful?

Tree testing is useful because it helps identify any issues with the information architecture, such as confusing navigation, missing labels, and incorrect categorization. It also helps identify any usability issues that may be present in the design of the website or application. By identifying these issues early on, they can be addressed before they become major problems for users.

What is it?

User interviews are a qualitative research method in which a researcher conducts a one-on-one interview with a user of a product or service to gather feedback on their experiences, preferences, and needs.

How is it useful?

User interviews are important because they provide a way to gain insights into the user experience, which can be used to improve the design and functionality of products and services. This method can be particularly useful for identifying pain points, areas of confusion or frustration, and unmet user needs.

What is it?

Usability testing is a research method that evaluates how well users can interact with a product or system by testing it with representative users.

How is it useful?

It helps identify issues or obstacles that prevent users from achieving their goals, and it provides insights for making design decisions that improve user satisfaction and task completion rates.

What is it?

Market research workshops are events where a group of people come together to discuss and analyze market trends, customer needs, and other related topics.

How is it useful?

Market research workshops are useful because they provide an opportunity for businesses to gain valuable insights into their target markets and customers. They can also help businesses identify potential opportunities for growth and development, as well as identify areas of improvement in their current strategies. Additionally, these workshops can help businesses develop better marketing strategies and tactics that will help them reach their goals more effectively.Description goes here

What is it?

AEIOU is an acronym for the five categories of information that should be included in a business plan: A - Assumptions, E - Environment, I - Industry, O - Objectives, and U - Use of Funds.

How is it useful?

2. AEIOU is useful because it provides a framework for entrepreneurs to organize their thoughts and ideas into a comprehensive business plan. It helps them to identify potential risks and opportunities, as well as develop strategies for achieving their goals. Additionally, it can help them to secure financing from investors or lenders by providing a clear outline of their plans and objectives.Description goes here

What is it?

BPTO is a market research method used to determine how changes in price impact the perception of a brand's value. The method involves presenting participants with a set of product or service options that vary in price and brand, asking them to choose their preferred option, and analyzing their responses to determine the brand's perceived value.

How is it useful?

BPTO is important because it can help businesses understand the relationship between price and brand perception. By using this method, businesses can determine the optimal price point for their products or services without compromising their brand's perceived value.

What is it?

CHAID (Chi-squared Automatic Interaction Detection) is a statistical technique used to analyze the relationship between a categorical dependent variable and one or more independent variables.

How is it useful?

CHAID is useful because it can identify complex relationships between variables, including interactions between independent variables, and can be used to create decision trees that can be used to make predictions about the dependent variable. It is also useful for identifying which independent variables are most important in predicting the dependent variable.

What is it?

Cluster analysis is a statistical method used to group similar objects or individuals based on their characteristics. It is a form of unsupervised learning that seeks to identify patterns in data.

How is it useful?

Cluster analysis enables researchers to identify distinct groups of individuals or objects that share similar characteristics. This can be useful for market segmentation, customer profiling, and identifying subgroups within a target audience.

What is it?

Conjoint analysis is a quantitative research method used to measure the relative importance of different features or attributes of a product or service. Participants are presented with a series of hypothetical product or service options, each with different combinations of features or attributes, and are asked to choose their preferred option.

How is it useful?

Conjoint analysis enables researchers to measure the relative importance of different product or service features or attributes, and to determine how these features influence customer preferences. This method can be particularly useful for informing product design and pricing strategies.

What is it?

Critical features analysis is a method of identifying the features or elements of a product or service that are most important to customers or users. This can be done through surveys, interviews, or other research methods.

How is it useful?

Critical features analysis is important because it helps companies focus their resources on the features that are most important to customers or users. By identifying the critical features, companies can ensure that their products or services meet the needs and expectations of their target audience. This can improve customer satisfaction and loyalty, as well as increase the likelihood of success in the marketplace.

What is it?

A customer journey map is a visualization of the steps that a customer takes when interacting with a company's products or services. The map typically includes the customer's emotions, needs, and touchpoints with the company.

How is it useful?

Customer journey maps are important because they help companies understand the customer experience and identify opportunities for improvement. By visualizing the customer journey, companies can identify pain points and areas where the customer experience can be improved. This can inform product development, marketing strategies, and other business decisions that are tailored to the needs and preferences of the target audience.

What is it?

Discriminant analysis is a statistical technique used to classify objects into one of two or more categories based on a set of predictor variables.

How is it useful?

It is useful for predicting group membership for objects with multiple characteristics, and can be used to identify which variables are most important in distinguishing between the groups. It can also be used to identify relationships between the predictor variables and the group membership, allowing researchers to better understand the underlying structure of the data.on goes here

What is it?

Empathy mapping is a collaborative exercise used to gain a deeper understanding of the thoughts, feelings, and behaviors of a target user or customer.

How is it useful?

This method is important for developing user-centered design solutions and improving user experiences by aligning business objectives with user needs and pain points.

What is it?

Factor analysis is a statistical method used to identify patterns among a large number of variables. It seeks to identify underlying factors that explain the variation among the variables.

How is it useful?

Factor analysis enables researchers to identify commonalities among variables and to reduce the complexity of data. By identifying underlying factors that contribute to variation among variables, researchers can better understand the relationships between them and make more informed decisions.

What is it?

The Gabor Granger pricing method is a survey-based technique that helps to determine the maximum price a customer is willing to pay for a product or service.

How it is useful?

This method helps organizations understand their customers' price sensitivity, allowing them to optimize their pricing strategies for maximum revenue.

What is it?

Implicit testing is a type of psychological testing that measures an individual's attitudes, beliefs, and feelings without them being aware of it. It is used to measure unconscious responses to stimuli.

How is it useful?

Implicit testing is important because it can provide insight into an individual's true feelings and beliefs, which may be different from what they consciously report. This can be useful in understanding how people think and behave in certain situations, as well as helping to identify potential biases or prejudices. It can also be used to measure the effectiveness of marketing campaigns or other types of communication.

What is it?

The Kano model is a method for understanding customer satisfaction by categorizing features into three groups: basic, performance, and excitement. The model is based on the idea that different features of a product or service have different impacts on customer satisfaction.

How is it useful?

The Kano model is important because it helps researchers and product developers prioritize features based on their impact on customer satisfaction. By understanding which features are basic, performance, or excitement factors, companies can allocate resources more effectively to improve customer satisfaction and loyalty. The Kano model can also help companies identify opportunities for innovation by exploring new excitement factors that could differentiate their products or services from competitors.

What is it?

Key Drivers Analysis is a method of analyzing data to identify the most important factors that influence a particular outcome. It is used to identify the key drivers of a process or system, and to understand how they interact with each other.

How is it useful?

Key Drivers Analysis is important because it helps organizations understand the underlying causes of their performance and make informed decisions about how to improve it. By understanding the key drivers, organizations can focus their efforts on improving those areas that will have the greatest impact on their performance. Additionally, Key Drivers Analysis can help organizations identify potential areas for improvement and develop strategies to address them.

What is it?

MaxDiff, or maximum difference scaling, is a method for understanding customer preferences and priorities by presenting participants with pairs of items and asking them to choose which one is most and least important to them.

How is it useful?

MaxDiff is important because it can provide more nuanced insights into customer preferences than traditional surveys that ask participants to rank items in order of importance. By using a maximum difference approach, researchers can identify the items that are most and least important to participants, as well as the relative importance of different items. This method can be particularly useful for product development and pricing decisions, as it can help companies understand which features or attributes are most valuable to customers.

What is it?

The MoSCoW model is a prioritization technique that stands for Must-have, Should-have, Could-have, and Won't-have. It is used to categorise features or requirements based on their level of importance or priority.

How is it useful?

The MoSCoW model is important because it helps project teams prioritize features or requirements based on their importance and impact on project success. By categorizing features into must-have, should-have, could-have, and won't-have categories, teams can ensure that the most critical features are delivered first, while less important features are deprioritized or deferred. This can help teams manage project timelines and budgets more effectively, while ensuring that the most important requirements are met.

What is it?

Needs-based segmentation is a process of dividing a target audience into smaller subgroups based on shared needs or requirements. This method aims to identify and group customers based on the specific benefits they seek from a product or service.

How is it useful?

Needs-based segmentation enables companies to tailor their marketing strategies and products to the specific needs and preferences of different subgroups. By understanding the underlying needs of customers, companies can develop more targeted messaging and improve the effectiveness of their marketing campaigns. This method can also be useful for product development and innovation, as it can help companies identify unmet customer needs that can be addressed with new products or services.

What is it?

Personas are fictional characters created to represent different segments of a company's target audience. Personas are based on research and data and are designed to represent the needs, behaviours, and motivations of the target audience.

How is it useful?

Personas are important because they provide a framework for designing products and services that meet the needs and preferences of the target audience. By creating personas, companies can develop a deeper understanding of their target audience and design products and services that are tailored to their needs. This can improve customer satisfaction and increase the likelihood of success in the marketplace.

What is it?

A pricing research methodology that uses a series of questions to determine the optimal price range for a product or service.

How it is useful?

Westendorp can help companies understand how much customers are willing to pay for their products or services, and how changes in price may impact customer demand. It can also help companies set prices that are competitive and profitable.

What is it?

Regression analysis is a statistical method used to explore the relationship between one or more independent variables and a dependent variable. It seeks to identify the degree to which changes in the independent variables are associated with changes in the dependent variable.

How is it useful?

Regression analysis enables researchers to identify the factors that influence a particular outcome or behavior. By understanding the relationship between independent and dependent variables, researchers can develop predictive models that can be used to forecast future behavior or outcomes.

What is it?

Segmentation analysis is a process of dividing a target audience into smaller subgroups based on shared characteristics such as demographics, behavior, or needs.

How is it useful?

Segmentation analysis enables companies to tailor their marketing strategies and products to the specific needs and preferences of different subgroups. By understanding the characteristics and behaviors of each segment, companies can develop more targeted messaging and improve the effectiveness of their marketing campaigns.

What is it?

Switching forces are factors that can either encourage or discourage customers from switching to a competitor's product or service.

How it is useful?

Understanding switching forces can help organisations identify areas for improvement in their own product or service offering, as well as potential opportunities to attract customers from their competitors.

What is it?

TAM (Total Addressable Market), SAM (Serviceable Available Market), and SOM (Serviceable Obtainable Market) are metrics used to estimate the potential market size for a product or service.

How it is useful?

These metrics are important for understanding the market opportunity for a product or service, as well as for developing realistic revenue and growth projections.

What is it?

TURF model is a market research method used to determine the optimal combination of products or services that will reach the maximum number of customers in a target market. The method involves presenting participants with a set of product or service options and analyzing their responses to determine which combination of options will reach the most customers.

How it is useful?

TURF model is important because it can help businesses optimize their product or service offerings to reach the maximum number of customers. By using this method, businesses can determine which combination of products or services will have the greatest reach in a target market, and adjust their offerings accordingly to maximize their sales and revenue.

What is it?

The Value Proposition Canvas is a tool used to map out and analyze the customer's needs and the value provided by a product or service.

How it is useful?

This method helps organizations to understand their customers' needs and tailor their product or service offerings to meet those needs, resulting in increased customer satisfaction and revenue.

What is it?

Churn is the percentage of customers who stop using a product or service over a specific period. Churn is important because it helps companies identify problems in their products or services, leading to improvements that reduce customer attrition.

What is it?

An acronym for Customer Satisfaction. A method of measuring customer satisfaction by collecting feedback from customers on their experiences with a company's products or services over time. CSat tracking helps companies identify areas where they need to improve their products or services in order to better meet customer needs and expectations. It can also help companies track changes in customer satisfaction over time, allowing them to make data-driven decisions to improve the customer experience.

What is it?

Agile research is a method of research that uses an iterative and incremental approach to data collection and analysis. It is a process of inquiry that emphasizes collaboration, flexibility, and rapid feedback loops.

It allows researchers to quickly gather and analyze data, test assumptions, and make decisions quickly. It also encourages collaboration between researchers, stakeholders, and customers, which leads to better, more informed decisions. Additionally, it allows researchers to adjust and refine their research as they go, making it more efficient and cost-effective.

What is it?

Behavioural economics is a field of economics that examines how psychological, social, and cognitive factors affect the economic decisions of individuals and institutions.

Behavioural economics is useful for understanding why people make decisions, and how to influence those decisions. By understanding the motivations and biases that drive decisions, companies can use behavioural economics to design marketing campaigns, create better products and services, and develop more effective public policies.

What is it?

Behavioural Science is an interdisciplinary field that studies the behaviour of people, animals and other organisms in order to understand why they act the way they do.

Behavioural Science is useful in helping to develop strategies to change behaviour and improve the effectiveness of decision-making. It can be used to design policies and interventions that can improve public health, safety, and welfare. It can also be used to create more effective marketing and sales strategies as well as inform research on how to better understand and influence individual and group behaviour.

What is it?

Benchmarking is a process of measuring the performance of a brand, experience, product or concept against equivalents in the same field, typically in terms of attitudes and perceptions. It is often used to identify areas for improvement and to measure progress towards a goal. Benchmarking can also be used to compare different brands, experiences, products or concepts to determine which is the best for a given purpose.

What is it?

Brand equity sampling is a method used to measure the strength of a brand in the marketplace. It involves collecting and analyzing data from a sample of customers to gain insights into their perceptions and attitudes towards the brand. This data can then be used to create marketing strategies that will improve the brand’s performance and increase its market share. Brand equity sampling can also be used to identify customer segments, as well as to measure customer loyalty and satisfaction.

What is it?

CPI Cost Per Interview (CPI) is a metric used to measure the cost of conducting an interview or survey. It is calculated by dividing the total cost of the survey or interview by the total number of participants. This cost typically includes the cost of recruiting participants, paying incentives, and any other costs associated with conducting the survey or interview. CPI is a useful metric for companies to assess the cost-effectiveness of their survey or interview process. It helps them determine if they are getting a good return on their investment and if they need to make improvements to their process in order to save money.

What is it?

Crosstabs (or contingency tables) are tables that show the relationship between two or more variables. They can be used to display the frequencies of different combinations of variables, which can help to identify trends or correlations between them. Crosstabs can be used to compare the relationship between two or more variables, such as age and gender, or to look at how a particular variable affects a group of people, such as the relationship between income level and education.

What is it?

Custom market research is a type of market research that is specifically tailored to meet the individual needs of a company or organization. It is designed to provide insights into the target market and its behaviours, trends, and preferences. Custom market research is usually conducted via surveys, interviews, focus groups, and other data collection techniques. It often involves the use of specialized tools and techniques to ensure the accuracy and validity of the data collected. The research results are then analyzed and used to develop marketing strategies and make decisions regarding product development, pricing, and distribution.

What is it?

A Customer Journey is a term to describe the steps that customers take to complete a task or achieve a goal/ This could include making a purchase, signing up to a service or managing an account. Customer Journey research involves mapping out an experience end to end, across touchpoints, channels, and interactions, and identifying pain points and opportunities for improvement. By using this method, businesses can identify areas for improvement, optimise their UX, and increase satisfaction and loyalty.

What is it?

Customer Experience (CX) is a term to describe the overall experience that customers have with a brand, product, or service. CX research involves collecting and analyzing data across touchpoints and interactions and identifying opportunities for improvement.

What is it?

Data weighting is a statistical technique used to adjust the influence of certain data points within a dataset. This is done by assigning a weight to each data point, which is then used to calculate the mean or other statistical values. The weight assigned to each data point can be based on any number of factors such as importance, relevance, accuracy, or size. Data weighting can help to ensure that the most important data points have the most influence on the overall result. It can also help to reduce bias and improve the accuracy of the results.

What is it?

Digital-first is an approach where companies prioritize digital channels for marketing and customer engagement. It is important because it recognizes the shift towards digital channels and enables companies to meet customers where they are.

What is it?

The Double Diamond Model is an approach to design thinking that helps to ensure that the needs of the user are at the heart of the design process. It is a four-phase process that starts with the ‘discovery’ phase, which is focused on understanding the user’s needs and requirements. The ‘define’ phase then works to refine the user’s requirements, while the ‘develop’ phase works to create solutions that meet those requirements. Finally, the ‘deliver’ phase ensures that the product is tested and launched. The Double Diamond Model is a useful tool for designers as it helps them to stay focused on the user throughout the design process, ensuring that the product meets the user’s needs.

What is it?

Evaluative research is a type of research that is used to assess the effectiveness of a program, product, or service. It involves collecting data and analyzing it to determine if the program, product, or service is meeting its goals and objectives.

Evaluative research is useful because it provides valuable insights into how well a program, product, or service is performing. It can help organizations identify areas for improvement and make informed decisions about how to best allocate resources. Additionally, evaluative research can be used to measure the impact of a program or service on its target audience and provide evidence for decision-making.

What is it?

Market research fieldwork is the process of collecting data about a company's products, services, or customer base through surveys, interviews, or other methods. This data helps companies understand their customers better, identify potential new markets, and evaluate their current marketing strategies. Market research fieldwork typically involves gathering data from both existing customers and potential customers, as well as analyzing the data to gain insights and draw conclusions.

What is it?

Generative research is a type of qualitative research that focuses on exploring and understanding the underlying motivations, needs, and desires of people. It is used to generate insights and ideas that can be used to inform product design, marketing campaigns, and other business decisions.

Generative research is useful because it provides a deeper understanding of people’s needs and motivations. This understanding can be used to create products or services that are tailored to meet those needs, as well as develop effective marketing strategies that will resonate with the target audience. Additionally, generative research can help identify potential opportunities for innovation or improvement in existing products or services.

What is it?

A go-to-market strategy is a plan for launching and promoting a new product or service in the marketplace. It involves identifying target customers, defining a unique value proposition, creating a pricing and distribution strategy, and developing a promotional plan that effectively communicates the benefits of the product or service.

What is it?

The Jobs-to-be-Done theory is a framework for understanding customer needs and motivations based on the idea that people "hire" products or services to help them accomplish specific tasks or goals. It emphasizes the importance of understanding the context in which customers use products or services, and it can help businesses design solutions that better meet customer needs and improve customer satisfaction.

What is it?

Key Performance Indicators (KPIs) are metrics used to measure the performance of a business. KPIs are important because they provide valuable insights into the effectiveness of a company's strategy and help identify areas that need improvement.

What is it?

Moderated research is a qualitative research method that is used to gain an in-depth understanding of a particular topic or subject. It involves a researcher engaging in a two-way conversation with a respondent or group of respondents in a controlled setting. Moderated research typically involves the researcher setting up an interview or focus group, and then guiding the conversation. The researcher will ask questions or prompt the conversation in order to elicit meaningful responses from the respondent or group. The researcher will also take notes and observe the conversation, in order to gain an understanding of the respondent's experiences, feelings, and thoughts on the topic.

What is it?

Multivariate is a statistical technique that is used to analyze multiple variables or data sets at the same time. It allows researchers to investigate the relationships between multiple variables and identify patterns or trends that may not be visible when analyzing each variable individually.

Multivariate techniques can be used to analyze a variety of data types, including numerical data, categorical data, and time series data. Common multivariate techniques include factor analysis, regression analysis, and cluster analysis. These techniques can be used to study complex relationships between variables and uncover hidden patterns in data.

What is it?

A relatively new acronym for Market Research. A research methodology focused on understanding the market and its potential customers, including their needs, preferences, behaviours, and demographics. MRX helps companies identify market opportunities, assess customer demand, and make informed decisions about their products or services. It can provide insights into market trends, consumer behaviour, and customer segments, helping companies to develop effective marketing strategies.

What is it?

An acronym for the Net Promoter Score. A metric that measures customer loyalty by asking customers how likely they are to recommend a company's products or services to others on a scale from 0 to 1. NPS provides a simple way for companies to measure customer loyalty and identify areas for improvement. It can help companies to gauge customer satisfaction, assess brand reputation, and track changes in customer loyalty over time. It is often critiqued for its lack of clarity and the ease with which it can be misinterpreted

What is it?

An omnibus survey is a survey that collects data on multiple topics from a single sample of respondents. It is a convenient and cost-effective way of gathering data from a large sample in a short period of time. Omnibus surveys are often used for market research and public opinion polling. They are usually conducted by phone or online and involve a pre-determined set of questions that are asked to all respondents. These questions can range from general demographics to specific product preferences and opinions. The results of an omnibus survey can provide a broad overview of an issue or population.

What is it?

A consumer research panel is a group of people who participate in market research activities, such as surveys and focus groups. The panel is usually comprised of individuals who are representative of the target market of the product or service being studied. Consumer research panels provide valuable information to businesses and marketers. By gathering insights from real people and their opinions and experiences, companies can better understand the needs, wants, and preferences of their target market. Participating in a consumer research panel also allows businesses to test new products and gauge consumer interest before launching them. Additionally, consumer research panels can provide valuable feedback on existing products and services, allowing companies to improve their offerings.

What is it?

Personas are fictional characters created to represent different segments of a company's target audience. Personas are based on research and data and are designed to represent the needs, behaviours, and motivations of the target audience.

Personas provide a framework for designing products and services that meet the needs and preferences of the target audience. By creating personas, companies can develop a deeper understanding of their target audience and design products and services that are tailored to their needs. This can improve customer satisfaction and increase the likelihood of success in the marketplace.

What is it?

A measure of how well a product or service meets the needs of a specific market or customer segment. Achieving Product Market Fit is important because it can determine the success or failure of a product or service. It can help companies understand the needs and preferences of their target customers and create products that meet those needs, ultimately leading to increased sales and customer satisfaction.

What is it?

Qualitative insight is a type of data analysis that focuses on understanding the underlying reasons and motivations behind a given phenomenon. It is typically used to inform decisions and strategies in areas such as marketing, product development, and customer service. Qualitative insight involves gathering and interpreting data that is not easily quantifiable, such as customer feedback, interviews, and field observations. This data is then analyzed to identify patterns and trends that can be used to gain a better understanding of the customer's needs, wants, and behaviour.

What is it?

Quantitative research is a method of gathering and analyzing numerical data. It involves the collection and analysis of data that can be quantified or measured, such as surveys, questionnaires, experiments, and observational studies.

Quantitative research is used to test hypotheses, draw conclusions, and verify or disprove theories. It is often used to identify relationships between variables, measure trends, and make predictions. Quantitative research is also used to compare results with existing data and make decisions based on the results.

The main advantage of quantitative research is that it allows researchers to make inferences about the population on the basis of the data collected from a sample. It also allows researchers to identify relationships between variables and measure trends over time. Quantitative research is also useful for making predictions and testing theories.Description goes here

What is it?

Survey sampling is a technique used in statistics and market research to collect information from a subset of the population, in order to make generalizations about the larger population. Survey sampling involves the selection of a representative subset from the population of interest, which is then used to answer questions about the population as a whole. Survey sampling can be used for a variety of purposes, such as market research, public opinion polling, and academic research. The selection of the sample is important in order to ensure the accuracy of the results. This can be achieved by using various strategies such as random sampling, stratified sampling, quota sampling, and cluster sampling.

What is it?

A research screener is a survey or questionnaire used to determine whether a person is suitable to participate in a research study. A research screener typically involves asking a set of questions to a prospective research participant to determine whether they meet the criteria for the study. The questions may be related to their demographic information, lifestyle, health status, or other factors related to the research. Based on their responses, the researcher can decide whether the person is eligible to participate in the study.Description goes here

What is it?

A semi-structured survey is a type of survey that combines structured questions with open-ended questions. It allows for a more flexible approach to gathering data, as it allows for some exploration of the participants' responses. Structured questions are predetermined and provide clear answers, such as multiple-choice or yes/no questions. Open-ended questions are more descriptive and give participants the freedom to express their own thoughts and opinions. Semi-structured surveys are useful when researching specific topics as they allow for an in-depth exploration of the participant's opinions and feelings on the matter.

What is it?

Semantic differential is a psychometric technique. It can provide insight into how people perceive certain words, phrases, and concepts. It can also be used to measure attitudes and opinions about a particular topic or product.

What is it?

Service design is a practice used to create and improve the experiences customers or users have when interacting with a service or product. It involves designing a service or product in a way that meets the needs of the user, the organization offering it, and any other stakeholders. Service design focuses on creating an effective, efficient, and enjoyable experience for users while also meeting the goals of the organization. This can include designing processes, products, services, and systems to create a better overall user experience.

What is it?

A Sprint is a design thinking methodology used to rapidly prototype and test ideas. The method involves a team working together for a fixed period of time, typically 1-2 weeks, to define a problem, ideate solutions, create a prototype, and test it with users. Sprints allow businesses to quickly test ideas and iterate based on user feedback, leading to more successful and user-centered products or services. By using this method, businesses can reduce the time and cost associated with product development, and increase their chances of creating products that meet user needs and preferences.

What is it?

System 1 and System 2 Thinking are two distinct ways of thinking. System 1 is more instinctive, intuitive, and effortless, while System 2 is more analytical, deliberate, and logical. System 1 is used for fast, intuitive decisions, and System 2 is used for slower, more reasoned decisions. System 1 is often associated with the “gut feeling”, while System 2 is associated with conscious, rational thought.

What is it?

A tracker study is a type of market research that helps companies understand how their products or services are being used over time. It involves collecting data from customers on a regular basis, usually through surveys or interviews, to monitor changes in customer behavior, preferences, and opinions. By tracking these changes, companies can gain insights into how their products or services are performing, make informed decisions about product or service changes, and identify opportunities for improvement.

What is it?

Data triangulation is a research method used to collect and analyze multiple sources of data in order to gain insight into an issue.

Data triangulation is used to verify and validate research results, improve the accuracy of findings, and increase understanding of the topic by integrating different data sources. Different types of data, such as surveys, interviews, focus groups, and observations, may be used in data triangulation. Data triangulation is important because it allows researchers to explore different perspectives on a topic, which can lead to a more comprehensive understanding of the issue.

What is it?

Unmoderated research is a type of market research that is conducted without the assistance of a moderator. Unmoderated research is conducted online and typically involves tools such as surveys, focus groups, interviews, and online tests. Participants are usually recruited through online sources such as social media, forums, and mailing lists. The research materials are usually delivered online and participants are given instructions about how to complete the tasks. Participants are often asked to provide feedback or answer questions about their experiences.

Unmoderated research is a cost-effective and efficient way to gain insights from customers or potential customers. It is also faster to conduct than moderated research and results can be obtained quickly. Additionally, unmoderated research is less intrusive and participants can complete the research tasks in the comfort of their own home.

What is it?

Unstructured data is data that does not have an obvious structure or organization. It is often found in the form of text or multimedia such as audio, video, or images. Unstructured data has no predefined data model or rigid structure, making it difficult to store, manage, and analyze. This type of data is often unstructured and difficult to process using traditional data processing applications and tools. Examples of unstructured data include webpages, social media posts, emails, audio recordings, and videos.

What is it?

User-Centered Design (UCD) is a design methodology that focuses on designing products or services that meet the needs of the end-users. The method involves understanding user needs and behaviors, defining user requirements, prototyping and testing design concepts, and iterating the design based on user feedback.

UCD ensures that products and services are designed with the end-user in mind, leading to increased usability, satisfaction, and adoption. By using UCD, businesses can create products and services that align with user needs and preferences, resulting in a better user experience and higher customer loyalty.

What is it?

User Experience Research. A research methodology focused on understanding users' behaviours, attitudes, and emotions in relation to a product or service. UXR helps companies design products and services that meet the needs of their users, ultimately leading to improved user satisfaction, loyalty, and retention. It can provide valuable insights into user needs, pain points, and preferences, helping companies to create user-centered designs.