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Median (market research)
Back to glossary
Median (market research)
For example, take the dataset: 3, 5, 7, 2, 8, 60, 4.
First, the values are arranged in ascending order:
2, 3, 4, 5, 7, 8, 60
In this case, the middle value is 5, which means the median of the dataset is 5.
One of the main advantages of using the median as an average is that it is not heavily influenced by extreme values or outliers. In the example above, the value 60 is much higher than the rest of the numbers, but it does not distort the median. As a result, the median often provides a more representative indication of the typical response within a dataset, particularly when the data is skewed or contains unusually high or low values.
In market research and data analysis, the median is commonly used when analysing responses such as income, spending, or ratings, where extreme values could otherwise distort the interpretation of the results.
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From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
