DJS Research - A Leading Market Research Company

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A/B testing A/B testing is a research and experimentation method used to compare two versions of a piece of content, design, or communication to determine which performs better. In an A/B test, respondents are randomly… Read more
Accessibility of surveys Accessibility of surveys refers to the design and implementation of research surveys in a way that allows all respondents, including those with disabilities or impairments, to participate fully and effectively.… Read more
Accompanied shop market research In market research, accompanied shops refers to the process of a researcher literally joining a shopper, the respondent, on a shopping trip. Accompanied shops can be an effective way of understanding… Read more
Accompanied shopping trips In our experience, one of the most effective ways of understanding a consumer’s buying behaviour is to accompany them on a shopping trip – something we call 'accompanied shopping trips'. Accompanied… Read more
Accompanied surfs Accompanied surfs (also known as online accompanied shopping) is when a customer is observed as they interact with a product on the internet. Neuroscience is often used in the form of face coding and… Read more
ACORN (consumer classification tool) Developed by CACI Limited, the ACORN consumer classification tool categorises the population of the United Kingdom into various demographic types. ACORN, which provides an in-depth understanding of the… Read more
ACSI (market research) ACSI stands for the American Customer Satisfaction Index, a widely used benchmark for measuring customer satisfaction across industries, companies, and products. It provides a standardised way to quantify… Read more
Ad hoc market research Ad hoc market research refers to research studies that are conducted on a one-off basis, rather than as part of a continuous tracking project or ongoing research programme. These studies are typically… Read more
Ad hoc market research surveys Ad hoc market research surveys are used to address specific marketing issues or areas of enquiries by collecting data at one point in time from one sample. In other words, ad hoc market research surveys… Read more
Ad positioning statement testing market research Ad positioning statement testing is used to define the position of a certain brand in the mind of the consumer. This methodology is used in market research to show companies how their customers, and prospective… Read more
Ad recall market research The purpose of ad recall market research is to measure of the effectiveness of advertising. This type of research recognises that simply reaching audiences is not the be all and end all of advertising… Read more
Ad testing market research Ad testing market research involves testing advertisements across a range of different mediums (TV, online, print, radio etc.) and the technique can be utilised at almost any stage during the ad development… Read more
Ad tracking market research Ad Tracking Market Research is utilised to monitor the performance of a brand across a range of criteria including advertising and brand awareness and attitudes about the brand in comparison with competitors.… Read more
Adaptive conjoint analysis Adaptive conjoint analysis is a computer aided survey platform developed in the 1980s by Richard Johnson (founder of Sawtooth Software) which is unique in that it is able to provide a custom, tailor-made… Read more
Advertising research In order to advertise both effectively and efficiently, specialist advertising market research is often conducted by media agencies in order to improve the targeting of creative towards relevant audiences,… Read more
Agile market research The idea of ‘agile’ was first used by companies that made and developed products. It was used to connect all the parts of the project, from the planning team to the testing team, to gain a… Read more
Algebraic models Algebraic models are mathematical models used in market research and data analysis to represent relationships between different variables using algebraic equations. These models help researchers understand… Read more
Alpha Generation (Gen Alpha) Gen Alpha, or Generation Alpha, refers to the demographic cohort born from around 2010 onwards. They are the generation that follows Gen Z and are the first to be born entirely in the 21st century, growing… Read more
Alternatives to face-to-face research Alternatives to face-to-face (F2F) market research include a range of digital and more traditional approaches, such as CATI interviewing (telephone interviewing), online surveys or paper-based surveys… Read more
Alumni market research Alumni market research is a type of market research, most often carried out in the higher education sector (although some colleges and larger private schools or school networks do also conduct alumni… Read more
Analogous situations In market research, analogous situations are sometimes used to consider a product or service which cannot be tested directly. For instance, a researcher may be looking to understand the likelihood of… Read more
Analysis In market research, analysis is the stage of a project where all collected data is brought together and examined to identify patterns, relationships, and meaningful findings. The data being analysed may… Read more
Analysis of Variance (ANOVA) Analysis of Variance (ANOVA) is a statistical technique used in market research to determine whether there are significant differences between the means of two or more groups. It helps researchers understand… Read more
Applied market research Applied market research is a specific type of market research, used to find answers to questions that have a direct impact on practical scenarios. For example, applied research would be used in the medical… Read more
AQR Association for qualitative research AQR is the Association for Qualitative Research. AQR was founded in the 1980s and is a non-profit organisation focused on developing and maintaining the quality of qualitative research in the market research… Read more
Asynchronous research Asynchronous research is an approach in which the respondent records their response on their own time – within a given time frame. With the rise and increasing ubiquity of the internet, this type… Read more
At-home testing During market research product testing projects, it may be decided that the best method of testing a product is for participants to take the product home with them and to use it for an extended period… Read more
Attitude, Awareness & Usage (AAU) study An Attitude, Awareness and Usage (AAU) study is a particular type of market research study that allows client companies to gain a greater understanding of their market presence, and their strength within… Read more
Attitudinal segmentation Attitudinal segmentation is when companies target their customer groups based on a set of shared attitudes they hold. Conducting this kind of segmentation allows you to understand existing and potential… Read more
Audience measurement Audience measurement is the term which refers to a technique broadcasters and advertisers use to determine the demographic of people who are watching or listening to a broadcast. Audience measurement… Read more
Automotive industry market research Automotive industry market research can be undertaken both on behalf of and with regards to the automotive industry. Automotive industry market research is not bound to a specific research method, with… Read more
B2B market research companies B2B (business to business) market research companies are market research companies that only offer their services to B2B businesses, not B2C (business to consumer) businesses. The research carried out… Read more
Back checking data Back checking data is a method employed by researchers to aid in the quality control procedure of the data and of the responses gathered during market research projects. After the data is gathered by… Read more
Balanced scale A balanced scale refers to an ordinal question asked to the respondents of a piece of research. It is mainly used in quantitative market research questionnaires and surveys. A balanced scale question… Read more
Bar chart A bar chart is a graphical representation used in market research to display and compare categorical data. It displays data in the form of rectangular bars – either horizontally or vertically –… Read more
Bayesian statistics Bayesian statistics are a specific subset within the wider range of statistics. The definition of Bayesian statistics is essentially that of evidence being expressed in what is known as Bayesian probabilities,… Read more
Behaviour modification Behaviour modification is when a person’s behaviour is changed over time, which will often be used to reinforce positive actions. Often using negative and positive reinforcements, it is a part of… Read more
Behavioural change wheel The behavioural change wheel is a visual guide that psychologists use to understand the factors that affect behaviour. As part of behavioural science, it shows three main sections that can be used to… Read more
Behavioural economics nudging In behavioural economics, nudging refers to subtly guiding individuals’ behaviour by altering the way choices are presented, without forbidding any options or significantly changing their economic… Read more
Behavioural economics research Behavioural economics is a research method often used by psychologists to study people’s decision-making, and comes under the category of behavioural science. It is performed in research studies… Read more
Behavioural scientists Behavioural scientists refer to scientists who study why humans sometimes behave in a way that may not maximise their own wellbeing, such as making choices in the present that do not maximise their happiness… Read more
Behavioural segmentation Behavioural segmentation is the term used to describe how market research professionals and marketers can identify and analyse specific patterns in behaviours, enabling market researchers to segment a… Read more
Behavioural theory economics Behavioural theory economics, more commonly known as behavioural economics, is a field that uses insights from psychology and economics to understand how individuals actually behave in economic situations,… Read more
Behavioural theory psychology Behavioural theory psychology is an area of psychology that focuses on the study of observable behaviours rather than internal mental states. It’s based on the principle that all behaviours are… Read more
Berg Balance Scale (BBS) The Berg Balance Scale (BBS) is the name of a clinical test which determines the static and balance abilities of the participant. Healthcare professionals will often administer the BBS test prior prescribing… Read more
Best market research companies The best market research companies in the UK tend to deliver high-quality, reliable, and actionable insights to businesses across various industries, unless they specialise in one specific industry. The… Read more
Beta Generation (Gen Beta) Generation Beta, often abbreviated to Gen Beta, is the demographic cohort succeeding Generation Alpha. Generation Beta refers to the demographic cohort born from approximately 2025 to around 2039. Generational… Read more
BHBIA (British Healthcare Business Intelligence Association) BHBIA stands for the British Healthcare Business Intelligence Association. It is a professional organisation dedicated to promoting the value, quality, and professionalism of business intelligence within… Read more
Biased market research sample During market research projects, it is possible to have biased market research sample. This is when a particular statistic in the sample does not accurately portray the true value within the target population.… Read more
Bivariate regression analysis Bivariate regression analysis is a type of statistical analysis that can be used during the analysis and reporting stage of quantitative market research. It is often considered the simplest form of regression… Read more
Bivariate research techniques Bivariate research techniques consist of a variety of statistical testing methods used in market research to analyse the relationship between two variables. One variable is frequently labelled as the… Read more
Blind use testing Blind use testing is when certain information or aspects of a product are kept concealed from the tester to ensure there is no bias in their reporting. Blind use testing can be used when clients want… Read more
Brand auditing market research Brand auditing market research, will review a brand's health, has several instrumental benefits to companies, it: Identifies awareness and knowledge gaps that may inform marketing communications with… Read more
Brand differentiation Brand differentiation is a process undertaken by companies who seek to ensure their brand stands out from their competitions’. By singling out unique qualities your product offers and promoting… Read more
Brand equity market research Brand equity is the way in which consumers view a brand. Understanding brand equity will allow a company to change and adapt their branding suitably to fit the image they want to portray. If consumers… Read more
Brand impact market research Brand impact market research is a method used to establish the effectiveness of advertising and brand messaging for a particular brand, product or service. It leads to insights into the strongest possible… Read more
Brand mapping research Brand mapping is used in market research to help businesses understand how their brand is performing based on comparisons with their competitors. A common way of using brand mapping effectively is to… Read more
Brand market research Brand market research refers to the process of research which is related to brands and branding. A brand is an abstract set of ideas or beliefs about an organisation, company, product or person. Most… Read more
Brand price trade off In order to gain insight into the effects of varying price points on purchase behaviour, many retailers utilise the Brand Price Trade-Off (BPTO) research technique before launching a competitive product… Read more
Brand tracking market research Brand tracking is used to measure the health of a brand based on customer opinion and usage. If done well, brand tracking can show which strategies worked the best to promote the brand and it can also… Read more
Brief (market research brief) In market research, a brief is a structured outline of the objectives, background, and requirements of a proposed research project. It sets out what the organisation is hoping to achieve and, crucially,… Read more
British Nudge Unit The British Nudge Unit, officially known as the Behavioural Insights Team (BIT), is a social purpose organisation that applies principles of behavioural economics to improve public policy and services.… Read more
Bulletin board groups Bulletin board groups, also known by other names such as bulletin board focus groups or forums, is a qualitative research methodology. It is an online technique, whereby participants take part in an online… Read more
Business to business (B2B) market research B2B market research is research conducted with businesses rather than individual consumers. Respondents typically represent organisations as clients, potential clients, partners, or stakeholders of the… Read more
Business to Consumer (B2C) market research Business to Consumer (B2C) market research is research conducted with consumers on behalf of businesses. It may also be simply called consumer research. Research will be conducted with consumers who are… Read more
CAPI market research In market research, CAPI stands for computer aided personal interviewing. CAPI is used when the interviewer is carrying out face-to-face research, and utilises a laptop, or more commonly a tablet or hand-held… Read more
CATI market research In market research, CATI stands for computer aided telephone interviewing. CATI is used when an interviewer is carrying out telephone research – be it B2B or consumer. The interviewer is able to… Read more
Causal research In order to investigate the impact of one variable against another, many brands and organisations look to causal research to accurately measure the possible effects of a range of cause and effect relationships.… Read more
CAWI market research In market research, CAWI stands for Computer Assisted Web Interviewing – a technique where the respondent follows a questionnaire script provided on a webpage. CAWI allows for the display of images,… Read more
Census A census study is a form of research that attempts to collect data from every member of a defined population, rather than selecting a sample. Instead of surveying a proportion of people or organisations… Read more
CES (Customer Effort Score) CES, or Customer Effort Score, is a metric used in market research to measure how easy it is for customers to interact with a company, complete a task, or resolve an issue. Unlike satisfaction metrics,… Read more
CHAID (Chi-square Automatic Interaction Detection) In market research, CHAID is the acronym for chi-square automatic interaction detection. CHAID is based on a form of significance testing and is often applied to direct marketing applications, where it… Read more
Channel checking The aim of a channel check is to obtain information across a company’s supply chain, in order to analyse a company’s stock. The information must not be sourced from the company being analysed,… Read more
Chi-square Automatic Interaction Detection Otherwise referred to as the X2 test, the chi-square test is a statistical hypothesis test for the measurement and definition of sample distribution. This form of test is commonly used to determine the… Read more
Choice modelling market research Choice modelling is used in market research to create a scenario where consumers purchase products, in order to observe their decisions. When purchasing products, individuals will unconsciously select… Read more
Choice-based conjoint analysis Choice-based conjoint analysis is a methodology used in market research that focuses on consumers’ choices instead of facts and figures. It is used by companies to compare the customer’s opinion,… Read more
CIM (Chartered Institute of Marketing) The Chartered Institute of Marketing (CIM) was founded on the 16th May 1911. CIM's Royal Charter states that it is a body set up 'to promote and develop the art and science of marketing and to encourage,… Read more
CIPR (Chartered Institute of Public Relations) The Chartered Institute of Public Relations (CIPR) is the UK’s professional body for public relations practitioners. It offers individual memberships to PR professionals at all stages of their career,… Read more
Client A client is any individual, company, department, government body, charity, or other organisation on whose behalf a market research agency conducts research. Clients commission, approve, and provide input… Read more
Closed question A closed question (or closed-ended question) is a question that can only be answered in one of a set of predetermined ways. Common formats include yes/no responses, multiple-choice selections, or rating… Read more
Cluster sampling When analysing a set of responses from a sample, natural yet distinctive groupings can often occur, particularly when it comes to the analysis of responses against a range of attitudinal or behavioural… Read more
Co-creation market research Co-creation market research is a methodology which involves a discussion between a brand, company or organisation and stakeholders within it, and that organisations customers or clients. Co-creation takes… Read more
Coding (market research) In market research, coding is the process of organising and categorising responses from survey or interview data into a structured set of themes or ‘codes’. Each code represents a specific… Read more
COM-B behaviour change model What is the COM-B model for behaviour change? The COM-B behaviour change model offers a practical way of understanding what drives people’s behaviour and how it can be changed. It explains that… Read more
Commercial data processing Commercial Data Processing (CDP) covers a wide range of systems that are used by commercial businesses and other organisations worldwide to ensure that data is processed quickly and with very few errors.… Read more
Comparative testing (market research) Comparative testing is a research technique used to evaluate two or more products, services, concepts, or campaigns against each other to determine which performs better according to specific criteria.… Read more
Competitor market research analysis Competitor analysis is a research study designed to find the strengths and weaknesses of a rival brand, and to ascertain which scenarios provide the best opportunities for your business. Ultimately the… Read more
Computer Aided Self-Interview (CASI) A computer aided self-interview is a research method that involves the respondent using a computer to answer a survey without there being an interviewer or respondent asking the questions or taking note… Read more
Concept testing Sometimes referred as market testing, concept testing represents a vital aspect of the product development process, utilising both quantitative and qualitative research methods in order to gauge receptiveness… Read more
Conclusive market research Conclusive market research (also known simply as conclusive research) refers to formal, structured research designed to provide clear answers to a defined business problem. Its primary purpose is to enable… Read more
Confidence level A measurement of the frequency of confidence intervals, the confidence level refers to the number of samples within a population that include a true population parameter, as different samples selected… Read more
Confirmation bias Confirmation bias is when a participant unconsciously recalls or selects information that supports their beliefs and values. It is also known that people will use ambiguous evidence to support their views,… Read more
Conjoint analysis Conjoint analysis is an advanced quantitative technique used in market research to understand how consumers value the individual attributes that make up a product or service. Rather than asking respondents… Read more
Consumer behaviour market research Consumer behaviour market research is a type of research that studies how customers behave and what makes them choose certain products and falls under the broad category of behavioural science. This data… Read more
Consumer market research Consumer market research is research conducted with individuals who are asked to share their opinions, attitudes, behaviours or experiences in relation to a product, service, brand or organisation. Respondents… Read more
Consumer panel research Consumer panel research refers to a market research methodology which utilises consumer panels in order to quickly and efficiently understand the prevailing views of a group – whether that be a… Read more
Consumer profiling Consumer profiling is a method of providing detailed information about a target market, and helping businesses to gain an in-depth insight into their customers, so they understand their market much better.… Read more
Consumer research companies Consumer research companies are market research companies who specialise in collecting, analysing, and interpreting data on consumer behaviour, needs and wants, and trends. Consumer research companies… Read more
Content market research analysis When sifting through large volumes of research data, content market research analysis can be a really helpful technique for the truncation of reams of text into smaller, more compressed, content categories.… Read more
Contingent valuation Contingent valuation (CV) is a market research technique used to directly estimate respondents’ Willingness to Pay (WtP) for a product, service, or intervention. Rather than observing actual purchasing… Read more
Coolhunting (market research) Coolhunting was first used as a term in the early 1990s and refers to a then new group of marketing professionals (coolhunters) who tried to predict potential new trends, or changes to existing ones,… Read more
Correlation analysis (market research) Correlation analysis is a method of statistical evaluation used to study the strength of a relationship between two, numerically measured, continuous variables (e.g. height and weight). This particular… Read more
Cross tabulation data (cross-tabs) During the process of data analysis, researchers will often choose to have the statistical results compiled into a cross tabulation or cross-tab, which in simple terms, is a table containing columns and… Read more
CSAT (Customer Satisfaction Score) CSAT, or Customer Satisfaction Score, is a widely used metric in market research that measures how satisfied customers are with a product, service, or overall experience. It is typically captured through… Read more
Custom market research Custom market research is used to meet the exact requirements of a company that cannot be met by performing syndicated or off-the-shelf research. Custom research is used during the descriptive research… Read more
Customer experience (CX) research Customer experience, also known as CX, is the entire experience a customer has with a business when using a service or buying a product. It includes each step of the buying process, from navigating the… Read more
Customer insight Customer insight focuses on the intersection between the interests of the consumer and features of the brand or organisation. Its main purpose is to understand why the consumer cares for the brand as… Read more
Customer journey mapping research Customer journey mapping is used by brands to understand the procedure that a consumer has been through in order to interact with their brand. This data can help a company understand how a customer may… Read more
Customer profiling Customer profiling is a method used to get an accurate understanding of your consumers to help you make informed, beneficial decisions to your company’s strategy. Customer profiling involves breaking… Read more
Customer satisfaction survey questions Customer satisfaction survey questions are a key component of any piece of customer satisfaction research, and thus a vital part of customer relationship management. Depending on the type of organisation… Read more
Customer segmentation Customer segmentation market research is an effective tool for organisations which deal with a wide-range of individuals and wish to offer a more targeted service or to target specific groups within their… Read more
Data analysis in market research The data analysis stage in a market research project is the stage when qualitative data, quantitative data or a mixture of both, is brought together and scrutinised in order to draw conclusions based… Read more
Data capture Data capture is any process for converting information into a form that can be handled by a computer. Automatic forms of data entry include the bar code reader – typically used at a shop to find… Read more
Data cleaning in market research Data cleaning is an important aspect of market research and is linked to analysis once all the data has been collected. When done correctly, it ensures that all the useful data is separated from the unnecessary.… Read more
Data dictionary A data dictionary is a centralised repository that holds detailed information about data, rather than the data itself. It is used primarily for information resource management, providing structured documentation… Read more
Data entry company A data entry company is an organisation that specialises in inputting, organising, and managing various types of data – including alphabetic, numeric, and symbolic information – into computerised… Read more
Data mining research In market research, data mining refers to the process of analysing large collections of data using specialised computer software to uncover patterns, trends, and insights that would not be apparent through… Read more
Data processing In market research, data processing is the systematic conversion of raw data into a structured and usable format, typically within a database or spreadsheet. This process ensures that information collected… Read more
Data protection in market research Data protection in market research is covered by a selection of international and national laws that outline how researchers should collect and store data safely. These laws are used in a variety of different… Read more
Data sources In market research, data sources are the origins from which information is obtained to answer research questions or explore business problems. There are four main types of data sources: Respondents: Individuals… Read more
Deliberative market research Deliberative research is a technique used in market research which focuses on participants’ views after they’ve had time to assess and think about the subject. Most research studies are performed… Read more
Demographics Demographics are the statistics, or details, of a target population’s defining characteristics. These typically include details such as age, gender, marital status, income and occupation, but may… Read more
Depth research Depth research refers to a set of market research techniques aimed at gaining a detailed, nuanced understanding of respondents’ attitudes, motivations, and behaviours. Most commonly, it is associated… Read more
Desk research Desk research in market research refers to the process of gathering, reviewing, and collating secondary information from existing sources. This information can include published research reports, industry… Read more
Device agnostic surveys How have we made our surveys device agnostic? A key aspect for making surveys device agnostic is that we recognise from the start which device is being used and its screen size. With more surveys being… Read more
Diagnostic analysis (market research) Diagnostic analysis is a research approach used to identify the underlying causes or drivers behind a particular outcome, trend, or issue. While descriptive analysis focuses on what has happened, diagnostic… Read more
Diary methodology Diary led market research methodologies (or diary studies) are used to record reactions and responses to stimuli over a set period of time. They require respondents to record their behaviours, experiences… Read more
Digital ethnography Digital ethnography, which is sometimes referred to as netnography or virtual ethnography, is the term used to describe carrying out ethnographic market research in an online space. Online spaces are… Read more
Disconfirmation model (market research) The Disconfirmation model is a framework used in market research to assess customer satisfaction by comparing expectations with actual experience. Satisfaction is determined by the degree to which a product,… Read more
Discriminant analysis Discriminant analysis is a statistical classifying technique often used in market research. The function of discriminant analysis is to identify distinctive sets of characteristics and allocate new ones… Read more
Discussion guide A discussion guide is used to outline the areas of questioning used in a qualitative interview or group discussion. Discussion guides, sometimes referred to as topic guides can vary in detail. The term… Read more
DJS Research Ltd DJS Research Ltd is a full-service market research agency headquartered in the north of England, with the capability to deliver projects across the UK and internationally. The agency provides a comprehensive… Read more
Door-to-door market research interviewing Door-to-door market research interviewing is a form of qualitative research whereby a respondent is asked questions on their doorstep, face-to-face. Door to-door market research may be used for several… Read more
Double-blind market research When conducting a research study, there are independent, control and dependent variables (things that can affect the study that change, stay the same and are measured). In a double-blind research study,… Read more
Education marketing research Education marketing research is, essentially, research in to the education sector. The breadth of this sector means that it is often considered in small parts – such as higher education as opposed… Read more
Element sampling Element sampling, or direct element sampling, is a sampling method whereby every unit (i.e. person, organisation, group, company etc.) has an equal chance of being selected to be included in the research… Read more
Enabling techniques Enabling techniques are methods used in qualitative research, particularly in depth interviews and focus groups, to help respondents articulate their thoughts, feelings, and opinions more fully. These… Read more
Environmental sustainability In market research, environmental sustainability refers to the introduction of sustainable practices into the process of carrying out market research projects. You have to consider and evaluate the impact… Read more
ESOMAR (European Society for Opinion and Market Research) The European Society for Opinion and Market Research (ESOMAR) was founded in 1948 and has over 4,900 members in over 130 countries. The objectives of the society include: The promotion of the use of marketing,… Read more
Estimate In market research and statistics, an estimate is a calculated approximation of a value for a larger population, based on data collected from a smaller sample. Because it is usually impractical or costly… Read more
Ethnographic market research Ethnographic market research is the term used to describe the form of systematic market research, whereby researchers observe participants using a product or service, in their own environment. Using this… Read more
Executive summary An executive summary can often be found towards the end of the research process. Usually the executive summary will be written into the final report by the researchers, in order for the client to understand… Read more
Exit interview market research An exit interview is a face-to-face research method performed when a customer is departing. Usually undertaken at shops, exit interviews are designed to assess the consumer’s thoughts about their… Read more
Experimental design Experimental design in market research is a process underpinned by the principles of test and learn, and which is most commonly used to identify cause-and-effect relationships. When using this approach… Read more
Exploratory focus groups Exploratory focus groups are a form of exploratory research. This area of research is used to unpick the research questions it is not used to have a final impact on a project or create solutions to problems.… Read more
Exploratory research Exploratory research is typically conducted at the early stages of a research process to develop an initial understanding of a situation, issue, or market. Its purpose is to clarify problems, generate… Read more
Eye tracking market research Eye tracking is used in market research to pin-point where someone is looking at any given moment. The method is accessible by using an on-screen tracker for virtual scenarios, or by wearing a device… Read more
F-test An F-test is a statistical technique used to determine whether observed differences in data are statistically significant or likely to have occurred by chance. It is commonly used in hypothesis testing… Read more
Face validity Face validity refers to the degree to which a measurement or piece of research is relevant – i.e. does it actually cover the concept or variable that it is trying to measure. Generally, face validity… Read more
Factor analysis Factor analysis is a statistical technique used in market research to identify underlying, unobserved variables – known as factors – that explain patterns of correlation among a larger… Read more
False accuracy False accuracy results from a situation where a set of data gives the impression of being accurate, when in reality only a small degree of accuracy is present. This leads to the use of unreliable data… Read more
Fieldwork (market research) In market research, fieldwork refers to the collection of primary data directly from external sources, typically respondents or participants. It is the stage of a research project where information is… Read more
Focus group dynamics In market research, focus group dynamics is a term which refers to the way individuals interact with and relate to others in a group situation. It is relevant in focus groups, in that a skilled moderator… Read more
Focus group marketing research Focus group marketing research is a type of qualitative research designed to gain a thorough insight into the viewpoints of a certain profile of respondents on a particular topic. Typically 6–8… Read more
Focus group recruitment Focus group recruitment is a specialised element within the market research fieldwork process and is centred around gathering respondents to take part in focus groups and group discussions. Different… Read more
Focus groups Focus groups bring together a group of respondents (normally 8–10) who are then encouraged to discuss and debate a specific topic. Often, stimuli are used to engender greater input or to gauge reactions… Read more
Focus groups methodology Focus group methodology is the term used in market research to explain the role of focus groups, their purpose, how they are carried out and the processes that are followed during the focus group to achieve… Read more
Freelance market researcher A freelance market researcher is an independent professional who provides research services on a self-employed or contract basis. Freelancers typically have several years of experience in the market research… Read more
Frequency Frequency refers to the number of times a particular event, response or value occurs within a dataset. In market research, frequency is most commonly used to describe how many respondents gave a specific… Read more
Full-service market research agency A full-service agency offers a full end-to-end market research study; from first deciding upon a plan, to analysing and interpreting the data. Often the research company will collect the data themselves,… Read more
Gabor Granger pricing technique The Gabor Granger pricing technique was created by Andre Gabor and Clive Granger, and has been in use since the 1960s. It is a technique which asks the respondents about the likelihood that they will… Read more
Gamification market research In recent years there has been an increase in the use of online surveys for market research purposes. It has been found that the visual impact and the enjoyment of taking a survey increases the quantity… Read more
Gantt chart for market research A GANTT chart is a horizontal bar chart used to show key dates in a project including the start and finish. In market research, it is used to plan a project effectively, to help reduce stress and to help… Read more
Gap analysis Gap analysis is a technique used in market research and business strategy to identify the difference, or 'gap', between a current situation and a desired future state. It helps organisations understand… Read more
Geographics In market research, geographics refers to the use of geographic or location-based variables to divide or segment a population. These methods group respondents according to geographic or political boundaries… Read more
Get paid for online surveys Over the past few years, businesses have started to utilise surveys in various different formats and offer payments to the people that wish to take part. Following the development of hand-held technologies… Read more
Get paid for surveys Answering a few questions has not been easier – especially when you can get paid for participating in surveys. Depending upon the topic, a survey can take anything from two minutes to 45 minutes… Read more
Get paid to do surveys Earning extra cash for surveys is probably one of the most common forms of making easy money. Surveys can be completed by phone, website or online incentives are offered as a reward for your opinions… Read more
Get paid to take surveys There are lots of easy ways to make money, but getting paid to take part in surveys is by far the easiest. Customer opinions are paramount for any growing business and because of this, respondents are… Read more
Group discussions Group discussions are a qualitative research technique in which a small number of recruited participants are brought together to share their opinions, attitudes and experiences about a particular topic,… Read more
Growth rate Growth rate is a measure used to show how much a particular variable increases or decreases over a specific period of time. It is usually expressed as a percentage and illustrates the change in size or… Read more
Hall test market research Hall tests are a form of research methodology which involves inviting respondents in to a set location (traditionally a hall, hence the name) and then asking them to respond to certain stimuli –… Read more
Health & wellbeing market research Health and wellbeing market research refers to the study and analysis of consumer preferences, behaviours and attitudes related to health and wellness. It helps businesses understand the ever-changing… Read more
Health behaviour change Health behaviour change is when people commit to behaviour modification for health benefits. It is a key part of behavioural science in the medical industry as many people have illnesses from modifiable… Read more
Hedonic scale The study of hedonics is the science of pleasure. In market research, a hedonic scale is most often used to assess the emotional and psychological aspects of a consumer experience by measuring a respondent's… Read more
Heuristics Heuristics are mental shortcuts that help us make quick decisions and judgements. These strategies are generalisations or rules-of-thumb that reduce cognitive effort, enabling us to handle complex situations… Read more
Higher education market research Higher education market research involves utilising all of the methodologies available in the wider research sphere, but applying them specifically to the higher education sector – including universities… Read more
Homogenous groups Homogeneous groups are samples of respondents in a market research study who are very similar to each other in terms of key characteristics relevant to the research question. These key characteristics… Read more
Hospitality market research Market research is pivotal in the hospitality industry in many different scenarios, and the collection of customer feedback is one of the important ways that a research study can be used to good effect.… Read more
Hotel market research For a hotel to be competitive, the necessary research needs to be undertaken before opening, regarding its competitors. Uncovering the rates that competitors are working at and what is included in the… Read more
Human behaviour studies Human behavioural studies is the study of how humans react to the environment around them. Psychologists have developed many ways to observe human behaviour that are now used in behavioural science market… Read more
Hypothesis testing market research Hypothesis testing is used to analyse two statements about a research study to assess which is best supported by the data. A regular hypothesis should be decided upon before the study has begun; however,… Read more
In-depth interview (depth interview) A depth interview, also known as an in-depth interview, is a qualitative research technique where a researcher engages with a single respondent one-on-one. Unlike focus groups, which involve multiple… Read more
Incentive (market research) In market research terminology, an incentive is a gift or payment made to respondents in return for them taking part in a research project. Incentives vary depending on the length of a survey, the nature… Read more
Independent market research Independent market research may have more than one specific definition. Specifically, independent market research may refer to research carried out by an independent company (such as DJS Research) or… Read more
Intercept research interviews An intercept interview is a market research technique used to gather on-sight information from the consumer. Commonly used in shops and restaurants, it is a simple way to access the target population… Read more
International market research companies International market research companies are market research companies that conduct qualitative research, quantitative research or a mixture of the two, for consumer or B2B marketing projects in several… Read more
International segmentation There are three types of international segmentation – global, regional and unique. Global segmentation is used when there is a group of consumers with common needs that cross national borders; regional… Read more
Internet market research As the internet has become a part of everyday life, so to has it become a part of market research. Internet research has grown at a rapid pace due to the increasing number of commercial and leisure activities… Read more
Judgement sample Judgement sampling is a type of non-random sampling consisting of a group of respondents who have been selected on the basis that their views, characteristics, behaviour and outlook will be representative… Read more
Kano analysis (market research) Kano analysis is a technique used in market research to understand customer preferences and how product or service features influence satisfaction. Developed by Professor Noriaki Kano in the 1980s, it… Read more
Key driver analysis (KDA) Key driver analysis is used to determine the relationship between the dependent and independent variables. Often using a questionnaire, businesses will use it to understand the changes in customer behaviours,… Read more
Key verifying In market research, key verifying is a critical quality control process used during the data entry stage to ensure the accuracy and integrity of collected data. The process involves two individuals independently… Read more
Kids market research Kids market research refers to qualitative or quantitative research conducted with children, typically under the age of 16. This type of research requires specialist skills, as working with children… Read more
Laddering market research Laddering is a qualitative market research method used to understand the reasons behind why people buy and use certain products and services. Laddering aims to go beyond pure functional reasons why people… Read more
Likert scale A Likert scale is a commonly used tool in market research surveys and questionnaires to measure respondents’ attitudes, opinions, or perceptions. It presents a statement and asks respondents to… Read more
Linear regression analysis Linear regressions analysis is the process of linking a dependent variable with an independent variable to find trends. Simple linear regression is the term for when there is only one independent variable;… Read more
Localise profiling tool Localise is a population profiling and consumer segmentation tool which has applications across the public and private sectors. Localise utilises demographic data at a local level to deliver regional… Read more
Logistic regression Logistic regression is a statistical classification technique that can be used in market research. It is also known by several other names including logit regression, or logit modelling. Logistic regression… Read more
Longitudinal market research Longitudinal market research, or simply longitudinal research, is most commonly used when there is a requirement for continual monitoring of a fixed sample of a population. Commonly the technique is referred… Read more
Mann-Whitney U test The Mann-Whitney U test is a nonparametric version of the T-test, used to assess a null hypothesis; stating that all outcomes have an equal chance of being greater or lower than the other. The first idea… Read more
Market entry & market sizing research Market entry and market sizing research is conducted before entering a new market, expanding within an existing market or releasing a new product. Market entry and market sizing is essential in order… Read more
Market intelligence Market intelligence is the information collected by companies of their external environment which helps to inform their strategies and tactics used in the decision-making process. Companies specifically… Read more
Market research brief A market research brief is a document written by the client, that should outline what they wish to find out during the research study. The aim of the brief is to allow the researcher to confidently plan… Read more
Market research code of conduct The market research code of conduct is a list of regulations that market researchers follow when conducting a research study. It outlines the responsibilities of the researchers towards the participants… Read more
Market research companies list A market research companies list is essentially a list of market research agencies either in the UK, or of international market research companies worldwide. Perhaps the easiest location to find market… Read more
Market research companies UK UK market research companies are regulated by the Market Research Society and the majority abide by that body’s Code of Conduct – a strict set of guidelines outlining what is an acceptable… Read more
Market research company A market research company is an organisation that specialises in gathering, analysing and interpreting data related to market conditions, consumer behaviour and industry trends. In the United Kingdom… Read more
Market research data Market research data comes in many forms – either qualitative, quantitative, primary and secondary data. These are briefly explained below: Qualitative data: Is unstructured in nature and is… Read more
Market research databases Market research databases are organised pools of data used to store, manage and retrieve information. The information found in market research databases includes consumer research, market insight, and… Read more
Market research group dynamics Market research group dynamics is the term which refers to the level of interaction between groups during research. Group dynamics are usually best witnessed within a focus group. A researcher is responsible… Read more
Market research hostess A market research hostess, which is sometimes referred to as a qualitative assistant, is an individual who is present for assistance at focus group discussions. The main responsibilities of a market research… Read more
Market research incentives Market research incentives are used to urge people to partake in the research; this could be for a focus group, interview or even a survey. The incentives are monetary or non-monetary. Monetary incentives… Read more
Market research insight In market research, an insight is a specific finding – or a set of related findings – that helps explain why or how a particular behaviour, preference, or event occurs. Insights go beyond… Read more
Market research interview A market research interview is a method used to gather information directly from a respondent, helping researchers understand opinions, behaviours, motivations, and experiences. Interviews can take many… Read more
Market research interviewer A market research interviewer, usually over the phone or in-person, on the street, will make contact with members of the public, that fall within the prescribed target market, to gather their attitudes… Read more
Market research moderator A market research moderator is responsible for ensuring the discussion in a focus group runs smoothly. They are also responsible for introducing new and relevant topics to the discussion to ensure the… Read more
Market research online community (MROC) The concept of a market research online community is loosely based around social media platforms. The community consists of a closed group of members that converse about a specific topic related to market… Read more
Market research panel Market research panels are made up of a group of people who meet certain demographic criteria. Respondents who sign up to a market research panel are often willing to participate in multiple surveys over… Read more
Market research panels paid A market research panel is a group of people who have all signed up to take part in paid market research, such as surveys, focus groups, etc. There are two types of market research panels one for the… Read more
Market research services Market research services are the services a market research company offer to clients in order to carry out their required projects. At DJS Research, we are a full-service agency capable of carrying out… Read more
Market research strategy Market research strategy refers to the strategy used to carry out market research. It is distinct from a ‘marketing strategy’ although, when clients form a marketing strategy, market research… Read more
Market research taste test A market research taste test is a specific type of research project whereby respondents are asked to try one or more samples of food or drink and provide feedback on how they think it tastes. A market… Read more
MaxDiff analysis MaxDiff analysis (also known as maximum difference scaling or best/worst scaling) is a statistical tool developed in the 1990s which allows the importance of certain product services and benefits to be… Read more
Mean (market research) The mean is a simple average gained by adding together the sum of all the responses to a question, and dividing them by the number of responses. The mean is a numerical value, and is often used in mean… Read more
Median (market research) The median is a measure of central tendency used to identify the middle value in a set of data. To calculate the median, all values must first be arranged in order of increasing magnitude. The median… Read more
Methodological triangulation Methodological triangulation is sometimes referred to as mixed method research due to it combining a mixture of market research methods into one topic. The purpose of methodological triangulation within… Read more
MINDSPACE behaviour change Mindspace behaviour change is a framework that can be used to help people decide if they want to commit to behaviour modification. It comes under behavioural science as it is the first step in understanding… Read more
Mini groups Mini groups are similar to a focus group only smaller they can contain between two and five people. Mini groups are a qualitative research method. They may be used when the topic area is difficult and… Read more
Mobile ethnography research Mobile ethnography research is a market research appproach which builds on traditional ethnographic research approaches, but utilising the technological developments and widespread uptake associated with… Read more
Mode (market research) The mode is a measure of central tendency that identifies the most frequently occurring value in a dataset. Unlike the mean or median, the mode focuses specifically on the value or category that appears… Read more
Modelling market research Modelling, or predictive modelling, is a statistical technique used in market research to examine the relationships between different variables and use those relationships to forecast potential future… Read more
Monadic rating In monadic rating, the respondent is asked to give a product or service a rating on a scale without any reference or comparison to another product or service. The aim of monadic rating is to get a respondent’s… Read more
Multi-browser testing for surveys Multi-browser testing is the practice of testing a website or web application across multiple browser platforms and devices simultaneously. The process is completed through automated testing which uses… Read more
Multi-client market research Multi-client market research is the phrase used to describe a project when the cost and findings from the study are shared among at least two different clients. The clients decide how they split the cost… Read more
Multi-code (market research) In market research, a multi-code response refers to a question in which the respondent may choose more than one answer from a pre-defined list. Multi-code lists are useful where decisions or behaviours… Read more
Multi-dimensional scaling (MDS) Multi-dimensional scaling (MDS) is a statistical technique that allows researchers to find and explore underlying themes, or dimensions, in order to explain similarities or dissimilarities (i.e. distances)… Read more
Multi-modal research Multi-modal research is a type of market research where the respondent is asked to comment on a product using the five senses – smell, sight, sound, taste and touch. This methodology is most used… Read more
Multiple choice (market research) In market research, a multiple choice question is a type of survey question in which respondents are asked to choose their answer from a pre-determined list of options provided by the researcher. Instead… Read more
Multiple regression analysis Multiple regression analysis is one of the most common types of linear regression analysis – linking dependent and independent variables to find trends. In contrast to simple linear regression,… Read more
Multivariate analysis market research Multivariate analysis is a broad term covering a range of quantitative data analysis techniques used in market research to examine relationships between multiple variables simultaneously. Common methods… Read more
Mystery shopping market research Mystery shopping is a market research technique that for measuring, and monitoring on an on-going basis if necessary, the interactions between a customer and a company or organisation during a pre-defined… Read more
Net Promoter Score (NPS) A net promoter score is a score given to a company in relation to the service that they provide to their customers. To get this, a net promoter score survey is conducted by asking consumers a range of… Read more
Neuromarketing research Neuromarketing research is the area that studies neurological responses to stimuli such as advertisements or branding. Performing a neuromarketing study can help the researcher understand the subconscious… Read more
New concept development New concept development is the process of bringing a new product, service, or idea to market, combining creativity, design, and market insight. In market research, new concept development focuses… Read more
Nominal scale (market research) A nominal scale is a basic measurement scale used in market research which categorises or labels variables without indicating any quantitative value or order. For instance, classifications such as gender,… Read more
Non-balanced scale (market research) Non-balanced scales, in market research, are scales in which the respondent is given more options to express themselves one way than they are another. For instance, a non-balanced scale might be used… Read more
Non-probability sampling (market research) Non-probability sampling is not generally encouraged in market research as it is not possible to apply findings from this kind of sample to the wider population. That said, when the project in question… Read more
Non-sampling error (market research) Non-sampling error is a broad term used in market research to describe any source of inaccuracy in research results that is not related to the process of selecting a sample. Unlike sampling error, which… Read more
Observation room An observation room is a term used to describe a room next to another room with a window across the side of one of the walls. It is usually blacked out although occasionally both parties can see each… Read more
Observational techniques market research Observational techniques, or observation, is the process of viewing phenomena in their naturally occurring setting. In market research, this can be a stand alone form of research methodology, or can form… Read more
Omnibus survey market research Omnibus surveys are normally large scale market research surveys covering a nationally representative sample (or at least a sample that is in high demand) and containing a number of questions on a wide-range… Read more
Online focus groups Online focus groups are, in essence, groups of respondents (usually 8–10) who are encouraged to discuss and debate a specific topic via the internet. While traditional focus group studies still… Read more
Online market research Online market research can take a number of forms – from long-term communities and panels, to online focus groups which are a couple of hours long, all the way down to two minute surveys. When considering… Read more
Online market research panel An online market research panel is a group of online individuals who respond to various research studies presented to them. For the researcher to get to the correct target population, the online research… Read more
Online survey software Online survey software is a web-based platform that allows users to create, distribute, and manage surveys efficiently. It is widely used across sectors such as education, business, events, healthcare,… Read more
Online survey tools In utilising an online interface, online survey tools provide a quick, easy, and cost-effective means of delivering surveys, and analysis of the results yielded, through one, centralised system. Online… Read more
Online surveys for money Participants are now able to complete surveys online for monetary incentives, via becoming a member of Opinion Exchange. It has become a lucrative market with many companies enticing participants with… Read more
Open-ended question market research An open-ended question is often used in market research to illicit a fuller response from a respondent and to encourage them to give more of their own thoughts and feelings. It is a question which has… Read more
Paid focus groups Focus groups are a research method which involves the use of participants in a roundtable-like discussion where opinions can be expressed regarding a certain product or service. This can then be used… Read more
Paid market research Paid market research is sometimes offered as a thank you for participating in research projects. Our market research insight panel, Opinion Exchange, gives you the chance to get paid for your opinions… Read more
Paid online surveys Paid online surveys are becoming more prevalent in the emerging era of information technology that we live in today. Online surveys are hosted via the internet with the promise of a paid incentive in… Read more
Paid research studies Paid research studies come in many forms from incentivised online surveys to paid clinical trials. They are designed as a way to gauge the market and for companies to ensure they are targeting the right… Read more
Paid survey sites Survey sites can provide a great introductory way to make money online and is usually a more immediate way of generating income compared to other online money-making methods. The completion rate of questionnaires… Read more
Paid surveys Paid surveys are an incentivised form of statistical survey where participants are compensated for their partaking and completion of a survey. The payment usually comes in the form of a cash incentive… Read more
Paid surveys at home The way in which participants complete surveys has changed with the growth in technology. Traditional methods used to include postal surveys and in-person surveys completed on location with little incentive.… Read more
Paired market research depths Paired market research depths, as the name suggests, are interviews that are carried out with two respondents at the same time. In recent years qualitative technologies have increased dramatically with… Read more
Panel market research Market research panels are groups of respondents who make up a long-standing sample group which can be used by an agency or other entity to gain data. Panels may be nationally representative and large… Read more
Paradox of specificity (user research) The paradox of specificity is a user research and user experience theory which suggests that adapting our efforts to the needs of a more specific group will result in solutions (products, concepts, services)… Read more
Parents market research DJS Research has a wealth of experience conducting market research with parents, through our parents, kids and teens online community, ChatterZone. ChatterZone is comprised of parents of children aged… Read more
Pen portraits Pen portraits stem from telephone surveys, where participants are asked if they are willing to take part in further research and, if so, their contact and profiling details are captured. These details… Read more
Performance model (market research) The Performance model is a framework used in market research to assess how well a product, service, or brand is delivering against key attributes or criteria. Unlike models focused on expectations (like… Read more
Performance monitoring (market research) Performance monitoring market research provides a method of assessing the effectiveness of a marketing plan once that plan has been agreed upon. Typically, it would look at key performance measures such… Read more
Pet market research In market research, pet market research includes research with pet owners, pet retail firms, pet brands and pet charities, across both the private and not for profit sector. This can include anyone who… Read more
PGI (Protected Geographical Indication) Protected Geographical Indication (PGI) is a quality label used in the UK and EU to identify food and drink products that are closely linked to a specific place. It highlights products whose reputation,… Read more
Pie charts (market research) A pie chart is a visual method used to represent data as proportions of a whole. In market research reporting, pie charts are often used to show how responses are distributed across different categories,… Read more
Pilot study market research A pilot study is performed before the main research study has begun and is used to evaluate the key parts of the proposed study before fully committing. They are more commonly used, and are more effective… Read more
Point of sale (market research) Point of sale is essentially when customers and products first come into contact, whether it’s in-store, online, in a catalogue, on a banner or through an app – the same rules apply. Point… Read more
Polymer market research Polymer market research is a type of industrial market research which focuses on polymers, and products with a similar chemical make-up. This type of research might involve analysis of the supply chain,… Read more
Postal market research Postal market research involves sending out questionnaires to potential respondents via the post. Respondents are required to fill in the survey themselves and are normally provided with a business reply… Read more
Postcode (market research) In market research, a postcode is commonly used to help ensure that samples are geographically representative and quotas are met. For example, a local council or organisation may want to speak to respondents… Read more
Primary market research Primary market research is the collection of primary data – data that is collected first hand from a customer or consumer. It can be carried out by utilising a variety of different market research… Read more
Probability sampling Probability sampling is a sampling method where all the participants, knowingly, have an equal chance at being selected based on probability. When a larger population is involved in a research study,… Read more
Product positioning research While research into segmentation aims to identify who the customers are, product positioning research helps identify what to say to them. Product positioning research is carried out to understand the… Read more
Projective techniques market research Projective techniques are used in market research to help the interviewer or moderator obtain the 'real views' of a participant which might normally remain hidden. Projective techniques allow respondents… Read more
Psychology behavioural science Psychology behavioural science is the study of human behaviour through the lens of psychological principles, focusing on understanding how and why individuals make decisions. This is an interdisciplinary… Read more
QR market research surveys The term QR market research or quick response market research refers to the method of directing potential respondents to an online survey. A QR code is a specific two-dimensional code, which can be read… Read more
Qualifying market research questions Qualifying market research questions, which also might be known as screening questions, are used in market research to identify a potential respondent that can proceed with the research interview or survey;… Read more
Qualitative & quantitative research methods Qualitative and quantitative research methods are the two broad elements which make up market research. In short, quantitative research methods are often based on more numerical forms of data and qualitative… Read more
Qualitative market research Qualitative market research looks at issues in-depth and seeks to understand the how and why behind decisions, as opposed to the 'who' and 'how many'. This type of research covers a broad range of methodologies,… Read more
Qualitative online communities Qualitative online communities provide an online setting in which to carry out short or longer-term asynchronous research. At DJS Research we use an industry-leading research tool for conducting online… Read more
Qualitative research design Qualitative research design varies depending upon the method used; participant observations, in-depth interviews (in-person or on the telephone), and focus groups are all examples of methodologies… Read more
Quantitative market research Quantitative market research is generally carried out on a larger scale than qualitative research – involving more numerous but shorter interviews. Quantitative market research seeks to understand… Read more
Quantitative research design Quantitative research design relates to the design of a research project which uses quantitative research methods. The design varies depending on the method used, which could be telephone interviews,… Read more
Questionnaires (market research) A questionnaire is a list of questions that is put to a member of the target population; either presented orally or in writing. Questionnaires are effective because they can be designed to suit any product… Read more
Quota market research sample In market research, a quota sample is a method of sampling in which researchers set specific targets for the number and characteristics of respondents to be included in the study. It is commonly used… Read more
Random Digit Dialling (RDD) Random Digit Dialling (RDD) is a common method of selecting people to take part in telephone surveys. The computer-based technique picks telephone numbers at random, to provide a representative survey… Read more
Random sampling Random sampling is one of the most common ways of sampling. As with unbiased market research samples, each person in the subset (or sample) is chosen at random and entirely by chance. This technique allows… Read more
Raw data in market research Often called primary data, raw data is the term used in a research study that describes data that hasn’t been analysed or transformed in any way and is collected directly from a source. Once the… Read more
Recruitment screener A recruitment screener is a series of qualifying questions used by market researchers to identify if the selection of participants accurately reflects the target population. They are also used to assess… Read more
Regression analysis Regression analysis is statistical tool used to compare relationships between dependent and independent variables. It is possibly one of the most widely used statistical techniques. Regression analysis… Read more
Representative sample A representative sample is similar to an unbiased market research sample; it is a subset of a population that accurately reflects all members of that population. It is made up of a small quantity of something… Read more
Research agency A market research agency is a company, division of a company, organisation, or occasionally an individual, that specialises in conducting market research projects. Agencies can vary in scope and focus:… Read more
Research design Research design is a general plan or ‘blueprint’ that will dictate how the research study is to be performed. The researcher will use essential components such as: type of data needed, cost,… Read more
Research methods Research is a systematic process of enquiry and investigation designed to increase knowledge, solve practical problems, and provide evidence for decision-making. It is typically methodical, ethical, and… Read more
Respondent fatigue Respondent fatigue commonly occurs when the participant becomes tired of the survey they are being asked to complete. The participant’s attention and motivation will drop during the latter stages,… Read more
Response rate in surveys A survey response rate is viewed as an important factor in deciding upon a survey’s quality – the higher the response rate, the higher deemed quality of the survey. To calculate the response… Read more
Restaurant market research Before restaurants are open, there will be an increased amount of market research performed to uncover a gap in the local market or to illicit what the consumers are really looking for. A common type… Read more
Sample (market research) In market research, a sample is a sub-group of the total population chosen to participate in a study. Instead of collecting data from every member of the population – which is often impractical… Read more
Sampling frame A sampling frame is a list or database from which a sample can be used. In market research terms, a sampling frame is a database of potential respondents that can be drawn from to invite to take part… Read more
Sampling interval A sampling interval is the distance or step between units selected from a population in a research study. It is commonly used in systematic sampling, also called 'nth selection', where every nth unit… Read more
Sampling unit A sampling unit refers to a single entity selected from a population to be included in a research sample. In general research terms, a sampling unit can be any individual item being studied, such as a… Read more
Scaled-response questions Scaled-response questions are questions that have a predefined answer list with options that are incrementally related to each other with the purpose of measuring the intensity to which a respondent feels… Read more
School market research Market research with schools is often carried out in order to speak to teachers and other educators about their views on a range of topics – including the resources available to them, their satisfaction… Read more
Scotland market research Scottish market research refers to process of analysing, collecting and interpreting data related to Scotland. This is normally the economic environment within Scotland, consumer behaviour of the Scottish… Read more
Secondary market research Secondary market research includes data that is already compiled and organised for you. Examples of secondary information include reports and studies by government agencies, trade associations or other… Read more
SEG (Socio-Economic Group) SEG stands for Socio-Economic Group, a classification commonly used in social and market research to group people based on their socio-economic characteristics. The classification is most often determined… Read more
Segmentation market research Market research segmentation is the procedure of dividing up similar participants of the target population into groups that are different to one another. There are many different ways in which to split… Read more
Semiotics (market research) Semiotics is used in market research to help the researcher understand how and why individuals use their current environment to make decisions. Semiotics is the study of sign-using behaviour, meaning… Read more
Sequential market research testing Sequential market research testing is the process of using an individual participant to test a single product, and after they have provided feedback on this product, using the same participant to repeat… Read more
SERVQUAL (market research) SERVQUAL is a widely used service quality measurement tool in market research, designed to assess customer perceptions of service performance across multiple dimensions. It helps organisations understand… Read more
SIMALTO (Simultaneous Multi-Attribute Level Trade-Off) SIMALTO is the acronym given to the term Simultaneous Multi-Attribute Level Trade-Off. This tool was invented by a market researcher called John Green in 1977, and is used in both business and consumer… Read more
Social media monitoring Social media monitoring is the process of using specialised tools to track and analyse conversations taking place across the internet. While the term suggests a focus on social platforms, these tools… Read more
Staff market research Staff research is conducted amongst employees to uncover their true opinions and experiences, it measures the employee engagement of a work force. It is of increasing importance, because the research… Read more
Standard deviation Standard deviation is used in analysing statistics and is a measure of the variation from the data set to the mean – the bigger the variation, the higher the standard deviation. When conducting… Read more
Standard Industrial Classification (SIC) code A standard industrial classification code is a four-digit code that is used to categorise industry areas and are assigned via common features in the product. SIC codes were first used in America in the… Read more
Statistical analysis Statistical analysis is the process a researcher goes through to uncover patterns and trends within data. The researcher may also choose to use a computer programme to assist in sorting through the data,… Read more
Statistical margin of error A statistical margin of error is used to express the amount of random sampling error in a research survey. Researchers will aim for a smaller margin of error as to increase the validity of their study… Read more
Statistical significance Statistical significance is used by market researchers to ensure their findings have not occurred by chance, and are reliable. For a research finding to be statistically significant, the researcher must… Read more
Stimuli (market research) Stimuli (stimulus in the singular) are any materials or items used to prompt respondents in a market research setting. Stimuli may be physical (such as a product) or audio/visual, such as a film or website.… Read more
Strategic Priority Matrix (SPM) The Strategic Priority Matrix (SPM) is an effective tool to use in order to demonstrate gaps between the required or expected service level and the level of service currently being received. This can… Read more
Street research survey A street survey is often performed as an interview and is a form of in-person market research. The use of a street survey is most effective when a large demographic need to be interviewed, as it… Read more
Structural equation modelling Structural equation modelling, often abbreviated to SEM, is a multivariate analysis technique, which pools together a range of traditional multivariate analysis methods and are then estimated simultaneously.… Read more
Structured question in market research A structured question is a closed question used in surveys to illicit fast and precise answers while reducing the amount of thinking the participant does. These types of questions will also reduce the… Read more
Survey stratification research Survey stratification is used when dividing up the overall population into smaller subpopulations, to help see different patterns in the data. Survey stratification should be used either before collecting… Read more
Sustainable marketing Sustainable marketing, also known as green marketing, is the promotion of environmentally and socially responsible products, practices and brands. For example, if you have bought something at a higher… Read more
SWOT analysis A SWOT analysis is a method used in market research to analyse four key aspects of a client business or project that could determine the success of said business or project in achieving its objectives.… Read more
Syndicated market research Syndicated market research is a study performed and funded by a market research company, without any specific client. The data collected is then presented and made available for anyone to buy. Syndicated… Read more
System 1 & 2 thinking in market research The concept of system 1 and 2 thinking is used to help understand why a consumer would choose one brand or product over a different one. System 1 thinking is more common, believed to be used for around… Read more
T-test A T-test is used to determine the difference between at least two groups of data in order to test if they came from the same population. When a research study is completed, there will be lots of data… Read more
Take surveys for money Surveys are not just done on a free basis, businesses have started to recognise the importance of customer opinions and are now offering money incentives to participate. This money can come in numerous… Read more
Target population Before research can begin the target population must be identified and agreed upon. The target population is the entire population, or group, that a researcher is interested in researching and analysing.… Read more
Teacher evaluation research Teacher evaluation research is designed to understand the effectiveness of teachers in terms of their ability to carry out their role, that is, how good are teachers at teaching. There are numerous methods… Read more
Teens market research DJS Research has a wide range of experience carrying out market research with teenagers, through our online community, ChatterZone. ChatterZone is comprised of children and teenagers aged 8 to 18, and… Read more
Telephone interview market research Telephone interviews are similar to other forms of market research interview, but are carried out over the phone. Telephone interviews fall under two broad categories – teledepths and quantitative… Read more
Telephone research sample Telephone research sample, put simply, is the name given to those respondents who complete research over the phone. It is still commonplace for research to be performed over the telephone – this… Read more
Telephone surveys Telephone surveys are a method of collecting primary data by interviewing respondents over the phone. This approach is commonly carried out using Computer-Assisted Telephone Interviewing (CATI) systems,… Read more
Tests of significance Tests of significance (or significance testing) are the mathematical testing or checking of data to see how high or low the probability is that it would be different from the characteristics or views… Read more
TGI (Target Group Index) Target Group Index is the oldest single source media and marketing survey in Britain being established since 1969. This now covers more than 50 countries worldwide with hundreds of thousands of completed… Read more
Thematic sentiment analysis (market research) Thematic sentiment analysis is a qualitative research technique used to analyse open-ended responses, comments, or conversations by identifying both the themes within the data and the sentiment associated… Read more
Transtheoretical model (TTM) Sometimes referred to as the Stages of Change model, the transtheoretical model (TTM) is a framework that explains human behaviour change as a gradual process that unfolds across a number of distinct… Read more
Trend market research data Trend market research data looks at responses over time, usually at regular intervals (e.g. monthly, quarterly or yearly), rather than at a singular point. Trending data over time means that we can observe… Read more
TURF market research analysis TURF market research analysis is a technique of statistical analysis, which is used to project estimates of media and market potential of a product or service. In order to provide such estimates, TURF… Read more
Unbalanced scale An unbalanced scale question is the opposite of one which utilises a balanced scale. It is an ordinal question asked to respondents in a piece of market research, commonly of a quantitative nature, and… Read more
Unbiased market research samples An unbiased sample in market research refers to a subset of people selected from a wider population in a way that gives each individual an equal chance of being chosen. Typically, this is achieved through… Read more
Univariate analysis (market research) Univariate analysis is a form of quantitative, statistical, evaluation. This method of analysis separately studies the findings regarding each variable in a data set, and therefore each individual variable… Read more
Unstructured questions Unstructured questions are used in qualitative research and most predominantly, in in-person interviews, as conversation is able to flow more naturally between the researcher and the respondent. However,… Read more
Unstructured segmentation Unstructured segmentation is a method of dividing a market into distinct groups without any predefined assumptions about how many segments exist, how they differ, or what characteristics define them.… Read more
Usability testing Usability testing is used in a range of sectors and involves allowing a customer to use a product, and then analysing their thoughts and how it performed. The test helps identify issues with a product… Read more
User research (user experience research/UX) User research encompasses a range of approaches which can utilised to understand how users experience or use a product or service and what they expect from it. When interacting with a product or service,… Read more
Validity In market research, validity is the degree to which the purpose of a research project was successfully fulfilled – i.e. did the project actually measure the things it was intended to. A high degree… Read more
Value assessment research Value assessment research allows companies to assess the worth of a new product or service before it is introduced to the market. By conducting this type of research, companies can gauge whether or not… Read more
Van Westendorp pricing technique The Van Westendorp pricing technique is used to determine the optimal price point for a product. Typically, open-ended questions which ask a consumer how much they would be willing to buy for a product… Read more
Verbatim A verbatim is a word-for-word comment or response provided by a respondent or research participant. Verbatims are most commonly generated from open-ended questions in surveys or from qualitative research… Read more
Video focus groups The term video focus group refers to a focus group which is carried out via a webcam, or smartphone application. Therefore, a video focus group allows one to participate in or conduct a focus group, remotely.… Read more
Viewing room Within market research, a viewing room is a dedicated room in which researchers can sit and observe focus groups and depth interviews through a one way mirror. These viewing rooms are often found in market… Read more
Visitor experience research Visitor experience research is a term for a specific form of market research, focused around the experience of visitors. Typically this would focus on satisfaction, likelihood to recommend, any specific… Read more
VoicED education market research community VoicED is a bespoke education market research community owned and operated by DJS Research. The panel provides both full service education market research and simple sample provision for market research… Read more
Wales market research Welsh market research refers to the systematic process of collecting, analysing and interpreting data related to consumer behaviour and economic trends within the region of Wales. Welsh market research… Read more
Website research survey Website surveys are questionnaires used to gather a variety of different types of customer feedback about a product or service. Like any survey, the correct questions need to be asked in order to gain… Read more
Weighted market research sample Arguably, weighted market research sample is an underused commodity, which can significantly impact the results of a research project and thus alter the business objectives which arise from the research.… Read more
What is editing in market research? Editing takes place throughout the entire market research process, namely: Set up and design. Fieldwork. Analysis and interpretation. Reporting and debrief. Some specific examples of editing include:… Read more
Word association In market research, word association is a qualitative technique used to explore respondents’ perceptions, attitudes, and underlying feelings about a concept, brand, product, or idea. The researcher… Read more
Word clouds (market research) Word clouds are a spatial information visualisation approach used in market research to transform written content into engaging imagery. While they often gain criticism because of the incorrect ways they… Read more
X Generation (Gen X) Generation X is the generation of individuals born after the Second World War, approximately between the early 1960s and the early 1980s. The key point about generation X is less when they were born,… Read more
X Market Research (#MRX) MRX is a common shorthand for market research – initially used frequently on X (Twitter) and other social networks, it has now become a well-known standard. Many early users thought the tag stood… Read more
Y Generation (Gen Y) Generation Y, also called the millennial generation, is the generation of people directly following that of Generation X. Their birth dates are less defined, although most commentators agree with birth… Read more
Yea saying (market research) Also known as acquiescence bias, yea saying is a phenomenon which occurs from certain respondents tending to agree with whatever is said to them, regardless of their true opinion. Reducing the tendency… Read more
Z Generation (Gen Z) Gen Z, or Generation Z, refers to the demographic cohort born roughly between the mid-1990s and early 2010s. In market research, Gen Z is an important audience segment because their attitudes, behaviours,… Read more
Z-test A Z-test is a statistical test, used in market research to determine whether the difference between a sample and a population, or between two samples, is statistically significant. In other words, to… Read more
Zip code (market research) ZIP codes are the equivalent of postcodes in United States. ZIP codes are assigned by the United States Postal Service and the acronym stands for Zone Improvement Plan. Standard ZIP codes are either five… Read more

A/B testing

A/B testing is a research and experimentation method used to compare two versions of a piece of content, design, or communication to determine which performs better. In an A/B test, respondents are randomly… Read more

Accessibility of surveys

Accessibility of surveys refers to the design and implementation of research surveys in a way that allows all respondents, including those with disabilities or impairments, to participate fully and effectively.… Read more

Accompanied shop market research

In market research, accompanied shops refers to the process of a researcher literally joining a shopper, the respondent, on a shopping trip. Accompanied shops can be an effective way of understanding… Read more

Accompanied shopping trips

In our experience, one of the most effective ways of understanding a consumer’s buying behaviour is to accompany them on a shopping trip – something we call 'accompanied shopping trips'. Accompanied… Read more

Accompanied surfs

Accompanied surfs (also known as online accompanied shopping) is when a customer is observed as they interact with a product on the internet. Neuroscience is often used in the form of face coding and… Read more

ACORN (consumer classification tool)

Developed by CACI Limited, the ACORN consumer classification tool categorises the population of the United Kingdom into various demographic types. ACORN, which provides an in-depth understanding of the… Read more

ACSI (market research)

ACSI stands for the American Customer Satisfaction Index, a widely used benchmark for measuring customer satisfaction across industries, companies, and products. It provides a standardised way to quantify… Read more

Ad hoc market research

Ad hoc market research refers to research studies that are conducted on a one-off basis, rather than as part of a continuous tracking project or ongoing research programme. These studies are typically… Read more

Ad hoc market research surveys

Ad hoc market research surveys are used to address specific marketing issues or areas of enquiries by collecting data at one point in time from one sample. In other words, ad hoc market research surveys… Read more

Ad positioning statement testing market research

Ad positioning statement testing is used to define the position of a certain brand in the mind of the consumer. This methodology is used in market research to show companies how their customers, and prospective… Read more

Ad recall market research

The purpose of ad recall market research is to measure of the effectiveness of advertising. This type of research recognises that simply reaching audiences is not the be all and end all of advertising… Read more

Ad testing market research

Ad testing market research involves testing advertisements across a range of different mediums (TV, online, print, radio etc.) and the technique can be utilised at almost any stage during the ad development… Read more

Ad tracking market research

Ad Tracking Market Research is utilised to monitor the performance of a brand across a range of criteria including advertising and brand awareness and attitudes about the brand in comparison with competitors.… Read more

Adaptive conjoint analysis

Adaptive conjoint analysis is a computer aided survey platform developed in the 1980s by Richard Johnson (founder of Sawtooth Software) which is unique in that it is able to provide a custom, tailor-made… Read more

Advertising research

In order to advertise both effectively and efficiently, specialist advertising market research is often conducted by media agencies in order to improve the targeting of creative towards relevant audiences,… Read more

Agile market research

The idea of ‘agile’ was first used by companies that made and developed products. It was used to connect all the parts of the project, from the planning team to the testing team, to gain a… Read more

Algebraic models

Algebraic models are mathematical models used in market research and data analysis to represent relationships between different variables using algebraic equations. These models help researchers understand… Read more

Alpha Generation (Gen Alpha)

Gen Alpha, or Generation Alpha, refers to the demographic cohort born from around 2010 onwards. They are the generation that follows Gen Z and are the first to be born entirely in the 21st century, growing… Read more

Alternatives to face-to-face research

Alternatives to face-to-face (F2F) market research include a range of digital and more traditional approaches, such as CATI interviewing (telephone interviewing), online surveys or paper-based surveys… Read more

Alumni market research

Alumni market research is a type of market research, most often carried out in the higher education sector (although some colleges and larger private schools or school networks do also conduct alumni… Read more

Analogous situations

In market research, analogous situations are sometimes used to consider a product or service which cannot be tested directly. For instance, a researcher may be looking to understand the likelihood of… Read more

Analysis

In market research, analysis is the stage of a project where all collected data is brought together and examined to identify patterns, relationships, and meaningful findings. The data being analysed may… Read more

Analysis of Variance (ANOVA)

Analysis of Variance (ANOVA) is a statistical technique used in market research to determine whether there are significant differences between the means of two or more groups. It helps researchers understand… Read more

Applied market research

Applied market research is a specific type of market research, used to find answers to questions that have a direct impact on practical scenarios. For example, applied research would be used in the medical… Read more

AQR Association for qualitative research

AQR is the Association for Qualitative Research. AQR was founded in the 1980s and is a non-profit organisation focused on developing and maintaining the quality of qualitative research in the market research… Read more

Asynchronous research

Asynchronous research is an approach in which the respondent records their response on their own time – within a given time frame. With the rise and increasing ubiquity of the internet, this type… Read more

At-home testing

During market research product testing projects, it may be decided that the best method of testing a product is for participants to take the product home with them and to use it for an extended period… Read more

Attitude, Awareness & Usage (AAU) study

An Attitude, Awareness and Usage (AAU) study is a particular type of market research study that allows client companies to gain a greater understanding of their market presence, and their strength within… Read more

Attitudinal segmentation

Attitudinal segmentation is when companies target their customer groups based on a set of shared attitudes they hold. Conducting this kind of segmentation allows you to understand existing and potential… Read more

Audience measurement

Audience measurement is the term which refers to a technique broadcasters and advertisers use to determine the demographic of people who are watching or listening to a broadcast. Audience measurement… Read more

Automotive industry market research

Automotive industry market research can be undertaken both on behalf of and with regards to the automotive industry. Automotive industry market research is not bound to a specific research method, with… Read more

B2B market research companies

B2B (business to business) market research companies are market research companies that only offer their services to B2B businesses, not B2C (business to consumer) businesses. The research carried out… Read more

Back checking data

Back checking data is a method employed by researchers to aid in the quality control procedure of the data and of the responses gathered during market research projects. After the data is gathered by… Read more

Balanced scale

A balanced scale refers to an ordinal question asked to the respondents of a piece of research. It is mainly used in quantitative market research questionnaires and surveys. A balanced scale question… Read more

Bar chart

A bar chart is a graphical representation used in market research to display and compare categorical data. It displays data in the form of rectangular bars – either horizontally or vertically –… Read more

Bayesian statistics

Bayesian statistics are a specific subset within the wider range of statistics. The definition of Bayesian statistics is essentially that of evidence being expressed in what is known as Bayesian probabilities,… Read more

Behaviour modification

Behaviour modification is when a person’s behaviour is changed over time, which will often be used to reinforce positive actions. Often using negative and positive reinforcements, it is a part of… Read more

Behavioural change wheel

The behavioural change wheel is a visual guide that psychologists use to understand the factors that affect behaviour. As part of behavioural science, it shows three main sections that can be used to… Read more

Behavioural economics nudging

In behavioural economics, nudging refers to subtly guiding individuals’ behaviour by altering the way choices are presented, without forbidding any options or significantly changing their economic… Read more

Behavioural economics research

Behavioural economics is a research method often used by psychologists to study people’s decision-making, and comes under the category of behavioural science. It is performed in research studies… Read more

Behavioural scientists

Behavioural scientists refer to scientists who study why humans sometimes behave in a way that may not maximise their own wellbeing, such as making choices in the present that do not maximise their happiness… Read more

Behavioural segmentation

Behavioural segmentation is the term used to describe how market research professionals and marketers can identify and analyse specific patterns in behaviours, enabling market researchers to segment a… Read more

Behavioural theory economics

Behavioural theory economics, more commonly known as behavioural economics, is a field that uses insights from psychology and economics to understand how individuals actually behave in economic situations,… Read more

Behavioural theory psychology

Behavioural theory psychology is an area of psychology that focuses on the study of observable behaviours rather than internal mental states. It’s based on the principle that all behaviours are… Read more

Berg Balance Scale (BBS)

The Berg Balance Scale (BBS) is the name of a clinical test which determines the static and balance abilities of the participant. Healthcare professionals will often administer the BBS test prior prescribing… Read more

Best market research companies

The best market research companies in the UK tend to deliver high-quality, reliable, and actionable insights to businesses across various industries, unless they specialise in one specific industry. The… Read more

Beta Generation (Gen Beta)

Generation Beta, often abbreviated to Gen Beta, is the demographic cohort succeeding Generation Alpha. Generation Beta refers to the demographic cohort born from approximately 2025 to around 2039. Generational… Read more

BHBIA (British Healthcare Business Intelligence Association)

BHBIA stands for the British Healthcare Business Intelligence Association. It is a professional organisation dedicated to promoting the value, quality, and professionalism of business intelligence within… Read more

Biased market research sample

During market research projects, it is possible to have biased market research sample. This is when a particular statistic in the sample does not accurately portray the true value within the target population.… Read more

Bivariate regression analysis

Bivariate regression analysis is a type of statistical analysis that can be used during the analysis and reporting stage of quantitative market research. It is often considered the simplest form of regression… Read more

Bivariate research techniques

Bivariate research techniques consist of a variety of statistical testing methods used in market research to analyse the relationship between two variables. One variable is frequently labelled as the… Read more

Blind use testing

Blind use testing is when certain information or aspects of a product are kept concealed from the tester to ensure there is no bias in their reporting. Blind use testing can be used when clients want… Read more

Brand auditing market research

Brand auditing market research, will review a brand's health, has several instrumental benefits to companies, it: Identifies awareness and knowledge gaps that may inform marketing communications with… Read more

Brand differentiation

Brand differentiation is a process undertaken by companies who seek to ensure their brand stands out from their competitions’. By singling out unique qualities your product offers and promoting… Read more

Brand equity market research

Brand equity is the way in which consumers view a brand. Understanding brand equity will allow a company to change and adapt their branding suitably to fit the image they want to portray. If consumers… Read more

Brand impact market research

Brand impact market research is a method used to establish the effectiveness of advertising and brand messaging for a particular brand, product or service. It leads to insights into the strongest possible… Read more

Brand mapping research

Brand mapping is used in market research to help businesses understand how their brand is performing based on comparisons with their competitors. A common way of using brand mapping effectively is to… Read more

Brand market research

Brand market research refers to the process of research which is related to brands and branding. A brand is an abstract set of ideas or beliefs about an organisation, company, product or person. Most… Read more

Brand price trade off

In order to gain insight into the effects of varying price points on purchase behaviour, many retailers utilise the Brand Price Trade-Off (BPTO) research technique before launching a competitive product… Read more

Brand tracking market research

Brand tracking is used to measure the health of a brand based on customer opinion and usage. If done well, brand tracking can show which strategies worked the best to promote the brand and it can also… Read more

Brief (market research brief)

In market research, a brief is a structured outline of the objectives, background, and requirements of a proposed research project. It sets out what the organisation is hoping to achieve and, crucially,… Read more

British Nudge Unit

The British Nudge Unit, officially known as the Behavioural Insights Team (BIT), is a social purpose organisation that applies principles of behavioural economics to improve public policy and services.… Read more

Bulletin board groups

Bulletin board groups, also known by other names such as bulletin board focus groups or forums, is a qualitative research methodology. It is an online technique, whereby participants take part in an online… Read more

Business to business (B2B) market research

B2B market research is research conducted with businesses rather than individual consumers. Respondents typically represent organisations as clients, potential clients, partners, or stakeholders of the… Read more

Business to Consumer (B2C) market research

Business to Consumer (B2C) market research is research conducted with consumers on behalf of businesses. It may also be simply called consumer research. Research will be conducted with consumers who are… Read more

CAPI market research

In market research, CAPI stands for computer aided personal interviewing. CAPI is used when the interviewer is carrying out face-to-face research, and utilises a laptop, or more commonly a tablet or hand-held… Read more

CATI market research

In market research, CATI stands for computer aided telephone interviewing. CATI is used when an interviewer is carrying out telephone research – be it B2B or consumer. The interviewer is able to… Read more

Causal research

In order to investigate the impact of one variable against another, many brands and organisations look to causal research to accurately measure the possible effects of a range of cause and effect relationships.… Read more

CAWI market research

In market research, CAWI stands for Computer Assisted Web Interviewing – a technique where the respondent follows a questionnaire script provided on a webpage. CAWI allows for the display of images,… Read more

Census

A census study is a form of research that attempts to collect data from every member of a defined population, rather than selecting a sample. Instead of surveying a proportion of people or organisations… Read more

CES (Customer Effort Score)

CES, or Customer Effort Score, is a metric used in market research to measure how easy it is for customers to interact with a company, complete a task, or resolve an issue. Unlike satisfaction metrics,… Read more

CHAID (Chi-square Automatic Interaction Detection)

In market research, CHAID is the acronym for chi-square automatic interaction detection. CHAID is based on a form of significance testing and is often applied to direct marketing applications, where it… Read more

Channel checking

The aim of a channel check is to obtain information across a company’s supply chain, in order to analyse a company’s stock. The information must not be sourced from the company being analysed,… Read more

Chi-square Automatic Interaction Detection

Otherwise referred to as the X2 test, the chi-square test is a statistical hypothesis test for the measurement and definition of sample distribution. This form of test is commonly used to determine the… Read more

Choice modelling market research

Choice modelling is used in market research to create a scenario where consumers purchase products, in order to observe their decisions. When purchasing products, individuals will unconsciously select… Read more

Choice-based conjoint analysis

Choice-based conjoint analysis is a methodology used in market research that focuses on consumers’ choices instead of facts and figures. It is used by companies to compare the customer’s opinion,… Read more

CIM (Chartered Institute of Marketing)

The Chartered Institute of Marketing (CIM) was founded on the 16th May 1911. CIM's Royal Charter states that it is a body set up 'to promote and develop the art and science of marketing and to encourage,… Read more

CIPR (Chartered Institute of Public Relations)

The Chartered Institute of Public Relations (CIPR) is the UK’s professional body for public relations practitioners. It offers individual memberships to PR professionals at all stages of their career,… Read more

Client

A client is any individual, company, department, government body, charity, or other organisation on whose behalf a market research agency conducts research. Clients commission, approve, and provide input… Read more

Closed question

A closed question (or closed-ended question) is a question that can only be answered in one of a set of predetermined ways. Common formats include yes/no responses, multiple-choice selections, or rating… Read more

Cluster sampling

When analysing a set of responses from a sample, natural yet distinctive groupings can often occur, particularly when it comes to the analysis of responses against a range of attitudinal or behavioural… Read more

Co-creation market research

Co-creation market research is a methodology which involves a discussion between a brand, company or organisation and stakeholders within it, and that organisations customers or clients. Co-creation takes… Read more

Coding (market research)

In market research, coding is the process of organising and categorising responses from survey or interview data into a structured set of themes or ‘codes’. Each code represents a specific… Read more

COM-B behaviour change model

What is the COM-B model for behaviour change? The COM-B behaviour change model offers a practical way of understanding what drives people’s behaviour and how it can be changed. It explains that… Read more

Commercial data processing

Commercial Data Processing (CDP) covers a wide range of systems that are used by commercial businesses and other organisations worldwide to ensure that data is processed quickly and with very few errors.… Read more

Comparative testing (market research)

Comparative testing is a research technique used to evaluate two or more products, services, concepts, or campaigns against each other to determine which performs better according to specific criteria.… Read more

Competitor market research analysis

Competitor analysis is a research study designed to find the strengths and weaknesses of a rival brand, and to ascertain which scenarios provide the best opportunities for your business. Ultimately the… Read more

Computer Aided Self-Interview (CASI)

A computer aided self-interview is a research method that involves the respondent using a computer to answer a survey without there being an interviewer or respondent asking the questions or taking note… Read more

Concept testing

Sometimes referred as market testing, concept testing represents a vital aspect of the product development process, utilising both quantitative and qualitative research methods in order to gauge receptiveness… Read more

Conclusive market research

Conclusive market research (also known simply as conclusive research) refers to formal, structured research designed to provide clear answers to a defined business problem. Its primary purpose is to enable… Read more

Confidence level

A measurement of the frequency of confidence intervals, the confidence level refers to the number of samples within a population that include a true population parameter, as different samples selected… Read more

Confirmation bias

Confirmation bias is when a participant unconsciously recalls or selects information that supports their beliefs and values. It is also known that people will use ambiguous evidence to support their views,… Read more

Conjoint analysis

Conjoint analysis is an advanced quantitative technique used in market research to understand how consumers value the individual attributes that make up a product or service. Rather than asking respondents… Read more

Consumer behaviour market research

Consumer behaviour market research is a type of research that studies how customers behave and what makes them choose certain products and falls under the broad category of behavioural science. This data… Read more

Consumer market research

Consumer market research is research conducted with individuals who are asked to share their opinions, attitudes, behaviours or experiences in relation to a product, service, brand or organisation. Respondents… Read more

Consumer panel research

Consumer panel research refers to a market research methodology which utilises consumer panels in order to quickly and efficiently understand the prevailing views of a group – whether that be a… Read more

Consumer profiling

Consumer profiling is a method of providing detailed information about a target market, and helping businesses to gain an in-depth insight into their customers, so they understand their market much better.… Read more

Consumer research companies

Consumer research companies are market research companies who specialise in collecting, analysing, and interpreting data on consumer behaviour, needs and wants, and trends. Consumer research companies… Read more

Content market research analysis

When sifting through large volumes of research data, content market research analysis can be a really helpful technique for the truncation of reams of text into smaller, more compressed, content categories.… Read more

Contingent valuation

Contingent valuation (CV) is a market research technique used to directly estimate respondents’ Willingness to Pay (WtP) for a product, service, or intervention. Rather than observing actual purchasing… Read more

Coolhunting (market research)

Coolhunting was first used as a term in the early 1990s and refers to a then new group of marketing professionals (coolhunters) who tried to predict potential new trends, or changes to existing ones,… Read more

Correlation analysis (market research)

Correlation analysis is a method of statistical evaluation used to study the strength of a relationship between two, numerically measured, continuous variables (e.g. height and weight). This particular… Read more

Cross tabulation data (cross-tabs)

During the process of data analysis, researchers will often choose to have the statistical results compiled into a cross tabulation or cross-tab, which in simple terms, is a table containing columns and… Read more

CSAT (Customer Satisfaction Score)

CSAT, or Customer Satisfaction Score, is a widely used metric in market research that measures how satisfied customers are with a product, service, or overall experience. It is typically captured through… Read more

Custom market research

Custom market research is used to meet the exact requirements of a company that cannot be met by performing syndicated or off-the-shelf research. Custom research is used during the descriptive research… Read more

Customer experience (CX) research

Customer experience, also known as CX, is the entire experience a customer has with a business when using a service or buying a product. It includes each step of the buying process, from navigating the… Read more

Customer insight

Customer insight focuses on the intersection between the interests of the consumer and features of the brand or organisation. Its main purpose is to understand why the consumer cares for the brand as… Read more

Customer journey mapping research

Customer journey mapping is used by brands to understand the procedure that a consumer has been through in order to interact with their brand. This data can help a company understand how a customer may… Read more

Customer profiling

Customer profiling is a method used to get an accurate understanding of your consumers to help you make informed, beneficial decisions to your company’s strategy. Customer profiling involves breaking… Read more

Customer satisfaction survey questions

Customer satisfaction survey questions are a key component of any piece of customer satisfaction research, and thus a vital part of customer relationship management. Depending on the type of organisation… Read more

Customer segmentation

Customer segmentation market research is an effective tool for organisations which deal with a wide-range of individuals and wish to offer a more targeted service or to target specific groups within their… Read more

Data analysis in market research

The data analysis stage in a market research project is the stage when qualitative data, quantitative data or a mixture of both, is brought together and scrutinised in order to draw conclusions based… Read more

Data capture

Data capture is any process for converting information into a form that can be handled by a computer. Automatic forms of data entry include the bar code reader – typically used at a shop to find… Read more

Data cleaning in market research

Data cleaning is an important aspect of market research and is linked to analysis once all the data has been collected. When done correctly, it ensures that all the useful data is separated from the unnecessary.… Read more

Data dictionary

A data dictionary is a centralised repository that holds detailed information about data, rather than the data itself. It is used primarily for information resource management, providing structured documentation… Read more

Data entry company

A data entry company is an organisation that specialises in inputting, organising, and managing various types of data – including alphabetic, numeric, and symbolic information – into computerised… Read more

Data mining research

In market research, data mining refers to the process of analysing large collections of data using specialised computer software to uncover patterns, trends, and insights that would not be apparent through… Read more

Data processing

In market research, data processing is the systematic conversion of raw data into a structured and usable format, typically within a database or spreadsheet. This process ensures that information collected… Read more

Data protection in market research

Data protection in market research is covered by a selection of international and national laws that outline how researchers should collect and store data safely. These laws are used in a variety of different… Read more

Data sources

In market research, data sources are the origins from which information is obtained to answer research questions or explore business problems. There are four main types of data sources: Respondents: Individuals… Read more

Deliberative market research

Deliberative research is a technique used in market research which focuses on participants’ views after they’ve had time to assess and think about the subject. Most research studies are performed… Read more

Demographics

Demographics are the statistics, or details, of a target population’s defining characteristics. These typically include details such as age, gender, marital status, income and occupation, but may… Read more

Depth research

Depth research refers to a set of market research techniques aimed at gaining a detailed, nuanced understanding of respondents’ attitudes, motivations, and behaviours. Most commonly, it is associated… Read more

Desk research

Desk research in market research refers to the process of gathering, reviewing, and collating secondary information from existing sources. This information can include published research reports, industry… Read more

Device agnostic surveys

How have we made our surveys device agnostic? A key aspect for making surveys device agnostic is that we recognise from the start which device is being used and its screen size. With more surveys being… Read more

Diagnostic analysis (market research)

Diagnostic analysis is a research approach used to identify the underlying causes or drivers behind a particular outcome, trend, or issue. While descriptive analysis focuses on what has happened, diagnostic… Read more

Diary methodology

Diary led market research methodologies (or diary studies) are used to record reactions and responses to stimuli over a set period of time. They require respondents to record their behaviours, experiences… Read more

Digital ethnography

Digital ethnography, which is sometimes referred to as netnography or virtual ethnography, is the term used to describe carrying out ethnographic market research in an online space. Online spaces are… Read more

Disconfirmation model (market research)

The Disconfirmation model is a framework used in market research to assess customer satisfaction by comparing expectations with actual experience. Satisfaction is determined by the degree to which a product,… Read more

Discriminant analysis

Discriminant analysis is a statistical classifying technique often used in market research. The function of discriminant analysis is to identify distinctive sets of characteristics and allocate new ones… Read more

Discussion guide

A discussion guide is used to outline the areas of questioning used in a qualitative interview or group discussion. Discussion guides, sometimes referred to as topic guides can vary in detail. The term… Read more

DJS Research Ltd

DJS Research Ltd is a full-service market research agency headquartered in the north of England, with the capability to deliver projects across the UK and internationally. The agency provides a comprehensive… Read more

Door-to-door market research interviewing

Door-to-door market research interviewing is a form of qualitative research whereby a respondent is asked questions on their doorstep, face-to-face. Door to-door market research may be used for several… Read more

Double-blind market research

When conducting a research study, there are independent, control and dependent variables (things that can affect the study that change, stay the same and are measured). In a double-blind research study,… Read more

Education marketing research

Education marketing research is, essentially, research in to the education sector. The breadth of this sector means that it is often considered in small parts – such as higher education as opposed… Read more

Element sampling

Element sampling, or direct element sampling, is a sampling method whereby every unit (i.e. person, organisation, group, company etc.) has an equal chance of being selected to be included in the research… Read more

Enabling techniques

Enabling techniques are methods used in qualitative research, particularly in depth interviews and focus groups, to help respondents articulate their thoughts, feelings, and opinions more fully. These… Read more

Environmental sustainability

In market research, environmental sustainability refers to the introduction of sustainable practices into the process of carrying out market research projects. You have to consider and evaluate the impact… Read more

ESOMAR (European Society for Opinion and Market Research)

The European Society for Opinion and Market Research (ESOMAR) was founded in 1948 and has over 4,900 members in over 130 countries. The objectives of the society include: The promotion of the use of marketing,… Read more

Estimate

In market research and statistics, an estimate is a calculated approximation of a value for a larger population, based on data collected from a smaller sample. Because it is usually impractical or costly… Read more

Ethnographic market research

Ethnographic market research is the term used to describe the form of systematic market research, whereby researchers observe participants using a product or service, in their own environment. Using this… Read more

Executive summary

An executive summary can often be found towards the end of the research process. Usually the executive summary will be written into the final report by the researchers, in order for the client to understand… Read more

Exit interview market research

An exit interview is a face-to-face research method performed when a customer is departing. Usually undertaken at shops, exit interviews are designed to assess the consumer’s thoughts about their… Read more

Experimental design

Experimental design in market research is a process underpinned by the principles of test and learn, and which is most commonly used to identify cause-and-effect relationships. When using this approach… Read more

Exploratory focus groups

Exploratory focus groups are a form of exploratory research. This area of research is used to unpick the research questions it is not used to have a final impact on a project or create solutions to problems.… Read more

Exploratory research

Exploratory research is typically conducted at the early stages of a research process to develop an initial understanding of a situation, issue, or market. Its purpose is to clarify problems, generate… Read more

Eye tracking market research

Eye tracking is used in market research to pin-point where someone is looking at any given moment. The method is accessible by using an on-screen tracker for virtual scenarios, or by wearing a device… Read more

F-test

An F-test is a statistical technique used to determine whether observed differences in data are statistically significant or likely to have occurred by chance. It is commonly used in hypothesis testing… Read more

Face validity

Face validity refers to the degree to which a measurement or piece of research is relevant – i.e. does it actually cover the concept or variable that it is trying to measure. Generally, face validity… Read more

Factor analysis

Factor analysis is a statistical technique used in market research to identify underlying, unobserved variables – known as factors – that explain patterns of correlation among a larger… Read more

False accuracy

False accuracy results from a situation where a set of data gives the impression of being accurate, when in reality only a small degree of accuracy is present. This leads to the use of unreliable data… Read more

Fieldwork (market research)

In market research, fieldwork refers to the collection of primary data directly from external sources, typically respondents or participants. It is the stage of a research project where information is… Read more

Focus group dynamics

In market research, focus group dynamics is a term which refers to the way individuals interact with and relate to others in a group situation. It is relevant in focus groups, in that a skilled moderator… Read more

Focus group marketing research

Focus group marketing research is a type of qualitative research designed to gain a thorough insight into the viewpoints of a certain profile of respondents on a particular topic. Typically 6–8… Read more

Focus group recruitment

Focus group recruitment is a specialised element within the market research fieldwork process and is centred around gathering respondents to take part in focus groups and group discussions. Different… Read more

Focus groups

Focus groups bring together a group of respondents (normally 8–10) who are then encouraged to discuss and debate a specific topic. Often, stimuli are used to engender greater input or to gauge reactions… Read more

Focus groups methodology

Focus group methodology is the term used in market research to explain the role of focus groups, their purpose, how they are carried out and the processes that are followed during the focus group to achieve… Read more

Freelance market researcher

A freelance market researcher is an independent professional who provides research services on a self-employed or contract basis. Freelancers typically have several years of experience in the market research… Read more

Frequency

Frequency refers to the number of times a particular event, response or value occurs within a dataset. In market research, frequency is most commonly used to describe how many respondents gave a specific… Read more

Full-service market research agency

A full-service agency offers a full end-to-end market research study; from first deciding upon a plan, to analysing and interpreting the data. Often the research company will collect the data themselves,… Read more

Gabor Granger pricing technique

The Gabor Granger pricing technique was created by Andre Gabor and Clive Granger, and has been in use since the 1960s. It is a technique which asks the respondents about the likelihood that they will… Read more

Gamification market research

In recent years there has been an increase in the use of online surveys for market research purposes. It has been found that the visual impact and the enjoyment of taking a survey increases the quantity… Read more

Gantt chart for market research

A GANTT chart is a horizontal bar chart used to show key dates in a project including the start and finish. In market research, it is used to plan a project effectively, to help reduce stress and to help… Read more

Gap analysis

Gap analysis is a technique used in market research and business strategy to identify the difference, or 'gap', between a current situation and a desired future state. It helps organisations understand… Read more

Geographics

In market research, geographics refers to the use of geographic or location-based variables to divide or segment a population. These methods group respondents according to geographic or political boundaries… Read more

Get paid for online surveys

Over the past few years, businesses have started to utilise surveys in various different formats and offer payments to the people that wish to take part. Following the development of hand-held technologies… Read more

Get paid for surveys

Answering a few questions has not been easier – especially when you can get paid for participating in surveys. Depending upon the topic, a survey can take anything from two minutes to 45 minutes… Read more

Get paid to do surveys

Earning extra cash for surveys is probably one of the most common forms of making easy money. Surveys can be completed by phone, website or online incentives are offered as a reward for your opinions… Read more

Get paid to take surveys

There are lots of easy ways to make money, but getting paid to take part in surveys is by far the easiest. Customer opinions are paramount for any growing business and because of this, respondents are… Read more

Group discussions

Group discussions are a qualitative research technique in which a small number of recruited participants are brought together to share their opinions, attitudes and experiences about a particular topic,… Read more

Growth rate

Growth rate is a measure used to show how much a particular variable increases or decreases over a specific period of time. It is usually expressed as a percentage and illustrates the change in size or… Read more

Hall test market research

Hall tests are a form of research methodology which involves inviting respondents in to a set location (traditionally a hall, hence the name) and then asking them to respond to certain stimuli –… Read more

Health & wellbeing market research

Health and wellbeing market research refers to the study and analysis of consumer preferences, behaviours and attitudes related to health and wellness. It helps businesses understand the ever-changing… Read more

Health behaviour change

Health behaviour change is when people commit to behaviour modification for health benefits. It is a key part of behavioural science in the medical industry as many people have illnesses from modifiable… Read more

Hedonic scale

The study of hedonics is the science of pleasure. In market research, a hedonic scale is most often used to assess the emotional and psychological aspects of a consumer experience by measuring a respondent's… Read more

Heuristics

Heuristics are mental shortcuts that help us make quick decisions and judgements. These strategies are generalisations or rules-of-thumb that reduce cognitive effort, enabling us to handle complex situations… Read more

Higher education market research

Higher education market research involves utilising all of the methodologies available in the wider research sphere, but applying them specifically to the higher education sector – including universities… Read more

Homogenous groups

Homogeneous groups are samples of respondents in a market research study who are very similar to each other in terms of key characteristics relevant to the research question. These key characteristics… Read more

Hospitality market research

Market research is pivotal in the hospitality industry in many different scenarios, and the collection of customer feedback is one of the important ways that a research study can be used to good effect.… Read more

Hotel market research

For a hotel to be competitive, the necessary research needs to be undertaken before opening, regarding its competitors. Uncovering the rates that competitors are working at and what is included in the… Read more

Human behaviour studies

Human behavioural studies is the study of how humans react to the environment around them. Psychologists have developed many ways to observe human behaviour that are now used in behavioural science market… Read more

Hypothesis testing market research

Hypothesis testing is used to analyse two statements about a research study to assess which is best supported by the data. A regular hypothesis should be decided upon before the study has begun; however,… Read more

In-depth interview (depth interview)

A depth interview, also known as an in-depth interview, is a qualitative research technique where a researcher engages with a single respondent one-on-one. Unlike focus groups, which involve multiple… Read more

Incentive (market research)

In market research terminology, an incentive is a gift or payment made to respondents in return for them taking part in a research project. Incentives vary depending on the length of a survey, the nature… Read more

Independent market research

Independent market research may have more than one specific definition. Specifically, independent market research may refer to research carried out by an independent company (such as DJS Research) or… Read more

Intercept research interviews

An intercept interview is a market research technique used to gather on-sight information from the consumer. Commonly used in shops and restaurants, it is a simple way to access the target population… Read more

International market research companies

International market research companies are market research companies that conduct qualitative research, quantitative research or a mixture of the two, for consumer or B2B marketing projects in several… Read more

International segmentation

There are three types of international segmentation – global, regional and unique. Global segmentation is used when there is a group of consumers with common needs that cross national borders; regional… Read more

Internet market research

As the internet has become a part of everyday life, so to has it become a part of market research. Internet research has grown at a rapid pace due to the increasing number of commercial and leisure activities… Read more

Judgement sample

Judgement sampling is a type of non-random sampling consisting of a group of respondents who have been selected on the basis that their views, characteristics, behaviour and outlook will be representative… Read more

Kano analysis (market research)

Kano analysis is a technique used in market research to understand customer preferences and how product or service features influence satisfaction. Developed by Professor Noriaki Kano in the 1980s, it… Read more

Key driver analysis (KDA)

Key driver analysis is used to determine the relationship between the dependent and independent variables. Often using a questionnaire, businesses will use it to understand the changes in customer behaviours,… Read more

Key verifying

In market research, key verifying is a critical quality control process used during the data entry stage to ensure the accuracy and integrity of collected data. The process involves two individuals independently… Read more

Kids market research

Kids market research refers to qualitative or quantitative research conducted with children, typically under the age of 16. This type of research requires specialist skills, as working with children… Read more

Laddering market research

Laddering is a qualitative market research method used to understand the reasons behind why people buy and use certain products and services. Laddering aims to go beyond pure functional reasons why people… Read more

Likert scale

A Likert scale is a commonly used tool in market research surveys and questionnaires to measure respondents’ attitudes, opinions, or perceptions. It presents a statement and asks respondents to… Read more

Linear regression analysis

Linear regressions analysis is the process of linking a dependent variable with an independent variable to find trends. Simple linear regression is the term for when there is only one independent variable;… Read more

Localise profiling tool

Localise is a population profiling and consumer segmentation tool which has applications across the public and private sectors. Localise utilises demographic data at a local level to deliver regional… Read more

Logistic regression

Logistic regression is a statistical classification technique that can be used in market research. It is also known by several other names including logit regression, or logit modelling. Logistic regression… Read more

Longitudinal market research

Longitudinal market research, or simply longitudinal research, is most commonly used when there is a requirement for continual monitoring of a fixed sample of a population. Commonly the technique is referred… Read more

Mann-Whitney U test

The Mann-Whitney U test is a nonparametric version of the T-test, used to assess a null hypothesis; stating that all outcomes have an equal chance of being greater or lower than the other. The first idea… Read more

Market entry & market sizing research

Market entry and market sizing research is conducted before entering a new market, expanding within an existing market or releasing a new product. Market entry and market sizing is essential in order… Read more

Market intelligence

Market intelligence is the information collected by companies of their external environment which helps to inform their strategies and tactics used in the decision-making process. Companies specifically… Read more

Market research brief

A market research brief is a document written by the client, that should outline what they wish to find out during the research study. The aim of the brief is to allow the researcher to confidently plan… Read more

Market research code of conduct

The market research code of conduct is a list of regulations that market researchers follow when conducting a research study. It outlines the responsibilities of the researchers towards the participants… Read more

Market research companies list

A market research companies list is essentially a list of market research agencies either in the UK, or of international market research companies worldwide. Perhaps the easiest location to find market… Read more

Market research companies UK

UK market research companies are regulated by the Market Research Society and the majority abide by that body’s Code of Conduct – a strict set of guidelines outlining what is an acceptable… Read more

Market research company

A market research company is an organisation that specialises in gathering, analysing and interpreting data related to market conditions, consumer behaviour and industry trends. In the United Kingdom… Read more

Market research data

Market research data comes in many forms – either qualitative, quantitative, primary and secondary data. These are briefly explained below: Qualitative data: Is unstructured in nature and is… Read more

Market research databases

Market research databases are organised pools of data used to store, manage and retrieve information. The information found in market research databases includes consumer research, market insight, and… Read more

Market research group dynamics

Market research group dynamics is the term which refers to the level of interaction between groups during research. Group dynamics are usually best witnessed within a focus group. A researcher is responsible… Read more

Market research hostess

A market research hostess, which is sometimes referred to as a qualitative assistant, is an individual who is present for assistance at focus group discussions. The main responsibilities of a market research… Read more

Market research incentives

Market research incentives are used to urge people to partake in the research; this could be for a focus group, interview or even a survey. The incentives are monetary or non-monetary. Monetary incentives… Read more

Market research insight

In market research, an insight is a specific finding – or a set of related findings – that helps explain why or how a particular behaviour, preference, or event occurs. Insights go beyond… Read more

Market research interview

A market research interview is a method used to gather information directly from a respondent, helping researchers understand opinions, behaviours, motivations, and experiences. Interviews can take many… Read more

Market research interviewer

A market research interviewer, usually over the phone or in-person, on the street, will make contact with members of the public, that fall within the prescribed target market, to gather their attitudes… Read more

Market research moderator

A market research moderator is responsible for ensuring the discussion in a focus group runs smoothly. They are also responsible for introducing new and relevant topics to the discussion to ensure the… Read more

Market research online community (MROC)

The concept of a market research online community is loosely based around social media platforms. The community consists of a closed group of members that converse about a specific topic related to market… Read more

Market research panel

Market research panels are made up of a group of people who meet certain demographic criteria. Respondents who sign up to a market research panel are often willing to participate in multiple surveys over… Read more

Market research panels paid

A market research panel is a group of people who have all signed up to take part in paid market research, such as surveys, focus groups, etc. There are two types of market research panels one for the… Read more

Market research services

Market research services are the services a market research company offer to clients in order to carry out their required projects. At DJS Research, we are a full-service agency capable of carrying out… Read more

Market research strategy

Market research strategy refers to the strategy used to carry out market research. It is distinct from a ‘marketing strategy’ although, when clients form a marketing strategy, market research… Read more

Market research taste test

A market research taste test is a specific type of research project whereby respondents are asked to try one or more samples of food or drink and provide feedback on how they think it tastes. A market… Read more

MaxDiff analysis

MaxDiff analysis (also known as maximum difference scaling or best/worst scaling) is a statistical tool developed in the 1990s which allows the importance of certain product services and benefits to be… Read more

Mean (market research)

The mean is a simple average gained by adding together the sum of all the responses to a question, and dividing them by the number of responses. The mean is a numerical value, and is often used in mean… Read more

Median (market research)

The median is a measure of central tendency used to identify the middle value in a set of data. To calculate the median, all values must first be arranged in order of increasing magnitude. The median… Read more

Methodological triangulation

Methodological triangulation is sometimes referred to as mixed method research due to it combining a mixture of market research methods into one topic. The purpose of methodological triangulation within… Read more

MINDSPACE behaviour change

Mindspace behaviour change is a framework that can be used to help people decide if they want to commit to behaviour modification. It comes under behavioural science as it is the first step in understanding… Read more

Mini groups

Mini groups are similar to a focus group only smaller they can contain between two and five people. Mini groups are a qualitative research method. They may be used when the topic area is difficult and… Read more

Mobile ethnography research

Mobile ethnography research is a market research appproach which builds on traditional ethnographic research approaches, but utilising the technological developments and widespread uptake associated with… Read more

Mode (market research)

The mode is a measure of central tendency that identifies the most frequently occurring value in a dataset. Unlike the mean or median, the mode focuses specifically on the value or category that appears… Read more

Modelling market research

Modelling, or predictive modelling, is a statistical technique used in market research to examine the relationships between different variables and use those relationships to forecast potential future… Read more

Monadic rating

In monadic rating, the respondent is asked to give a product or service a rating on a scale without any reference or comparison to another product or service. The aim of monadic rating is to get a respondent’s… Read more

Multi-browser testing for surveys

Multi-browser testing is the practice of testing a website or web application across multiple browser platforms and devices simultaneously. The process is completed through automated testing which uses… Read more

Multi-client market research

Multi-client market research is the phrase used to describe a project when the cost and findings from the study are shared among at least two different clients. The clients decide how they split the cost… Read more

Multi-code (market research)

In market research, a multi-code response refers to a question in which the respondent may choose more than one answer from a pre-defined list. Multi-code lists are useful where decisions or behaviours… Read more

Multi-dimensional scaling (MDS)

Multi-dimensional scaling (MDS) is a statistical technique that allows researchers to find and explore underlying themes, or dimensions, in order to explain similarities or dissimilarities (i.e. distances)… Read more

Multi-modal research

Multi-modal research is a type of market research where the respondent is asked to comment on a product using the five senses – smell, sight, sound, taste and touch. This methodology is most used… Read more

Multiple choice (market research)

In market research, a multiple choice question is a type of survey question in which respondents are asked to choose their answer from a pre-determined list of options provided by the researcher. Instead… Read more

Multiple regression analysis

Multiple regression analysis is one of the most common types of linear regression analysis – linking dependent and independent variables to find trends. In contrast to simple linear regression,… Read more

Multivariate analysis market research

Multivariate analysis is a broad term covering a range of quantitative data analysis techniques used in market research to examine relationships between multiple variables simultaneously. Common methods… Read more

Mystery shopping market research

Mystery shopping is a market research technique that for measuring, and monitoring on an on-going basis if necessary, the interactions between a customer and a company or organisation during a pre-defined… Read more

Net Promoter Score (NPS)

A net promoter score is a score given to a company in relation to the service that they provide to their customers. To get this, a net promoter score survey is conducted by asking consumers a range of… Read more

Neuromarketing research

Neuromarketing research is the area that studies neurological responses to stimuli such as advertisements or branding. Performing a neuromarketing study can help the researcher understand the subconscious… Read more

New concept development

New concept development is the process of bringing a new product, service, or idea to market, combining creativity, design, and market insight. In market research, new concept development focuses… Read more

Nominal scale (market research)

A nominal scale is a basic measurement scale used in market research which categorises or labels variables without indicating any quantitative value or order. For instance, classifications such as gender,… Read more

Non-balanced scale (market research)

Non-balanced scales, in market research, are scales in which the respondent is given more options to express themselves one way than they are another. For instance, a non-balanced scale might be used… Read more

Non-probability sampling (market research)

Non-probability sampling is not generally encouraged in market research as it is not possible to apply findings from this kind of sample to the wider population. That said, when the project in question… Read more

Non-sampling error (market research)

Non-sampling error is a broad term used in market research to describe any source of inaccuracy in research results that is not related to the process of selecting a sample. Unlike sampling error, which… Read more

Observation room

An observation room is a term used to describe a room next to another room with a window across the side of one of the walls. It is usually blacked out although occasionally both parties can see each… Read more

Observational techniques market research

Observational techniques, or observation, is the process of viewing phenomena in their naturally occurring setting. In market research, this can be a stand alone form of research methodology, or can form… Read more

Omnibus survey market research

Omnibus surveys are normally large scale market research surveys covering a nationally representative sample (or at least a sample that is in high demand) and containing a number of questions on a wide-range… Read more

Online focus groups

Online focus groups are, in essence, groups of respondents (usually 8–10) who are encouraged to discuss and debate a specific topic via the internet. While traditional focus group studies still… Read more

Online market research

Online market research can take a number of forms – from long-term communities and panels, to online focus groups which are a couple of hours long, all the way down to two minute surveys. When considering… Read more

Online market research panel

An online market research panel is a group of online individuals who respond to various research studies presented to them. For the researcher to get to the correct target population, the online research… Read more

Online survey software

Online survey software is a web-based platform that allows users to create, distribute, and manage surveys efficiently. It is widely used across sectors such as education, business, events, healthcare,… Read more

Online survey tools

In utilising an online interface, online survey tools provide a quick, easy, and cost-effective means of delivering surveys, and analysis of the results yielded, through one, centralised system. Online… Read more

Online surveys for money

Participants are now able to complete surveys online for monetary incentives, via becoming a member of Opinion Exchange. It has become a lucrative market with many companies enticing participants with… Read more

Open-ended question market research

An open-ended question is often used in market research to illicit a fuller response from a respondent and to encourage them to give more of their own thoughts and feelings. It is a question which has… Read more

Paid focus groups

Focus groups are a research method which involves the use of participants in a roundtable-like discussion where opinions can be expressed regarding a certain product or service. This can then be used… Read more

Paid market research

Paid market research is sometimes offered as a thank you for participating in research projects. Our market research insight panel, Opinion Exchange, gives you the chance to get paid for your opinions… Read more

Paid online surveys

Paid online surveys are becoming more prevalent in the emerging era of information technology that we live in today. Online surveys are hosted via the internet with the promise of a paid incentive in… Read more

Paid research studies

Paid research studies come in many forms from incentivised online surveys to paid clinical trials. They are designed as a way to gauge the market and for companies to ensure they are targeting the right… Read more

Paid survey sites

Survey sites can provide a great introductory way to make money online and is usually a more immediate way of generating income compared to other online money-making methods. The completion rate of questionnaires… Read more

Paid surveys

Paid surveys are an incentivised form of statistical survey where participants are compensated for their partaking and completion of a survey. The payment usually comes in the form of a cash incentive… Read more

Paid surveys at home

The way in which participants complete surveys has changed with the growth in technology. Traditional methods used to include postal surveys and in-person surveys completed on location with little incentive.… Read more

Paired market research depths

Paired market research depths, as the name suggests, are interviews that are carried out with two respondents at the same time. In recent years qualitative technologies have increased dramatically with… Read more

Panel market research

Market research panels are groups of respondents who make up a long-standing sample group which can be used by an agency or other entity to gain data. Panels may be nationally representative and large… Read more

Paradox of specificity (user research)

The paradox of specificity is a user research and user experience theory which suggests that adapting our efforts to the needs of a more specific group will result in solutions (products, concepts, services)… Read more

Parents market research

DJS Research has a wealth of experience conducting market research with parents, through our parents, kids and teens online community, ChatterZone. ChatterZone is comprised of parents of children aged… Read more

Pen portraits

Pen portraits stem from telephone surveys, where participants are asked if they are willing to take part in further research and, if so, their contact and profiling details are captured. These details… Read more

Performance model (market research)

The Performance model is a framework used in market research to assess how well a product, service, or brand is delivering against key attributes or criteria. Unlike models focused on expectations (like… Read more

Performance monitoring (market research)

Performance monitoring market research provides a method of assessing the effectiveness of a marketing plan once that plan has been agreed upon. Typically, it would look at key performance measures such… Read more

Pet market research

In market research, pet market research includes research with pet owners, pet retail firms, pet brands and pet charities, across both the private and not for profit sector. This can include anyone who… Read more

PGI (Protected Geographical Indication)

Protected Geographical Indication (PGI) is a quality label used in the UK and EU to identify food and drink products that are closely linked to a specific place. It highlights products whose reputation,… Read more

Pie charts (market research)

A pie chart is a visual method used to represent data as proportions of a whole. In market research reporting, pie charts are often used to show how responses are distributed across different categories,… Read more

Pilot study market research

A pilot study is performed before the main research study has begun and is used to evaluate the key parts of the proposed study before fully committing. They are more commonly used, and are more effective… Read more

Point of sale (market research)

Point of sale is essentially when customers and products first come into contact, whether it’s in-store, online, in a catalogue, on a banner or through an app – the same rules apply. Point… Read more

Polymer market research

Polymer market research is a type of industrial market research which focuses on polymers, and products with a similar chemical make-up. This type of research might involve analysis of the supply chain,… Read more

Postal market research

Postal market research involves sending out questionnaires to potential respondents via the post. Respondents are required to fill in the survey themselves and are normally provided with a business reply… Read more

Postcode (market research)

In market research, a postcode is commonly used to help ensure that samples are geographically representative and quotas are met. For example, a local council or organisation may want to speak to respondents… Read more

Primary market research

Primary market research is the collection of primary data – data that is collected first hand from a customer or consumer. It can be carried out by utilising a variety of different market research… Read more

Probability sampling

Probability sampling is a sampling method where all the participants, knowingly, have an equal chance at being selected based on probability. When a larger population is involved in a research study,… Read more

Product positioning research

While research into segmentation aims to identify who the customers are, product positioning research helps identify what to say to them. Product positioning research is carried out to understand the… Read more

Projective techniques market research

Projective techniques are used in market research to help the interviewer or moderator obtain the 'real views' of a participant which might normally remain hidden. Projective techniques allow respondents… Read more

Psychology behavioural science

Psychology behavioural science is the study of human behaviour through the lens of psychological principles, focusing on understanding how and why individuals make decisions. This is an interdisciplinary… Read more

QR market research surveys

The term QR market research or quick response market research refers to the method of directing potential respondents to an online survey. A QR code is a specific two-dimensional code, which can be read… Read more

Qualifying market research questions

Qualifying market research questions, which also might be known as screening questions, are used in market research to identify a potential respondent that can proceed with the research interview or survey;… Read more

Qualitative & quantitative research methods

Qualitative and quantitative research methods are the two broad elements which make up market research. In short, quantitative research methods are often based on more numerical forms of data and qualitative… Read more

Qualitative market research

Qualitative market research looks at issues in-depth and seeks to understand the how and why behind decisions, as opposed to the 'who' and 'how many'. This type of research covers a broad range of methodologies,… Read more

Qualitative online communities

Qualitative online communities provide an online setting in which to carry out short or longer-term asynchronous research. At DJS Research we use an industry-leading research tool for conducting online… Read more

Qualitative research design

Qualitative research design varies depending upon the method used; participant observations, in-depth interviews (in-person or on the telephone), and focus groups are all examples of methodologies… Read more

Quantitative market research

Quantitative market research is generally carried out on a larger scale than qualitative research – involving more numerous but shorter interviews. Quantitative market research seeks to understand… Read more

Quantitative research design

Quantitative research design relates to the design of a research project which uses quantitative research methods. The design varies depending on the method used, which could be telephone interviews,… Read more

Questionnaires (market research)

A questionnaire is a list of questions that is put to a member of the target population; either presented orally or in writing. Questionnaires are effective because they can be designed to suit any product… Read more

Quota market research sample

In market research, a quota sample is a method of sampling in which researchers set specific targets for the number and characteristics of respondents to be included in the study. It is commonly used… Read more

Random Digit Dialling (RDD)

Random Digit Dialling (RDD) is a common method of selecting people to take part in telephone surveys. The computer-based technique picks telephone numbers at random, to provide a representative survey… Read more

Random sampling

Random sampling is one of the most common ways of sampling. As with unbiased market research samples, each person in the subset (or sample) is chosen at random and entirely by chance. This technique allows… Read more

Raw data in market research

Often called primary data, raw data is the term used in a research study that describes data that hasn’t been analysed or transformed in any way and is collected directly from a source. Once the… Read more

Recruitment screener

A recruitment screener is a series of qualifying questions used by market researchers to identify if the selection of participants accurately reflects the target population. They are also used to assess… Read more

Regression analysis

Regression analysis is statistical tool used to compare relationships between dependent and independent variables. It is possibly one of the most widely used statistical techniques. Regression analysis… Read more

Representative sample

A representative sample is similar to an unbiased market research sample; it is a subset of a population that accurately reflects all members of that population. It is made up of a small quantity of something… Read more

Research agency

A market research agency is a company, division of a company, organisation, or occasionally an individual, that specialises in conducting market research projects. Agencies can vary in scope and focus:… Read more

Research design

Research design is a general plan or ‘blueprint’ that will dictate how the research study is to be performed. The researcher will use essential components such as: type of data needed, cost,… Read more

Research methods

Research is a systematic process of enquiry and investigation designed to increase knowledge, solve practical problems, and provide evidence for decision-making. It is typically methodical, ethical, and… Read more

Respondent fatigue

Respondent fatigue commonly occurs when the participant becomes tired of the survey they are being asked to complete. The participant’s attention and motivation will drop during the latter stages,… Read more

Response rate in surveys

A survey response rate is viewed as an important factor in deciding upon a survey’s quality – the higher the response rate, the higher deemed quality of the survey. To calculate the response… Read more

Restaurant market research

Before restaurants are open, there will be an increased amount of market research performed to uncover a gap in the local market or to illicit what the consumers are really looking for. A common type… Read more

Sample (market research)

In market research, a sample is a sub-group of the total population chosen to participate in a study. Instead of collecting data from every member of the population – which is often impractical… Read more

Sampling frame

A sampling frame is a list or database from which a sample can be used. In market research terms, a sampling frame is a database of potential respondents that can be drawn from to invite to take part… Read more

Sampling interval

A sampling interval is the distance or step between units selected from a population in a research study. It is commonly used in systematic sampling, also called 'nth selection', where every nth unit… Read more

Sampling unit

A sampling unit refers to a single entity selected from a population to be included in a research sample. In general research terms, a sampling unit can be any individual item being studied, such as a… Read more

Scaled-response questions

Scaled-response questions are questions that have a predefined answer list with options that are incrementally related to each other with the purpose of measuring the intensity to which a respondent feels… Read more

School market research

Market research with schools is often carried out in order to speak to teachers and other educators about their views on a range of topics – including the resources available to them, their satisfaction… Read more

Scotland market research

Scottish market research refers to process of analysing, collecting and interpreting data related to Scotland. This is normally the economic environment within Scotland, consumer behaviour of the Scottish… Read more

Secondary market research

Secondary market research includes data that is already compiled and organised for you. Examples of secondary information include reports and studies by government agencies, trade associations or other… Read more

SEG (Socio-Economic Group)

SEG stands for Socio-Economic Group, a classification commonly used in social and market research to group people based on their socio-economic characteristics. The classification is most often determined… Read more

Segmentation market research

Market research segmentation is the procedure of dividing up similar participants of the target population into groups that are different to one another. There are many different ways in which to split… Read more

Semiotics (market research)

Semiotics is used in market research to help the researcher understand how and why individuals use their current environment to make decisions. Semiotics is the study of sign-using behaviour, meaning… Read more

Sequential market research testing

Sequential market research testing is the process of using an individual participant to test a single product, and after they have provided feedback on this product, using the same participant to repeat… Read more

SERVQUAL (market research)

SERVQUAL is a widely used service quality measurement tool in market research, designed to assess customer perceptions of service performance across multiple dimensions. It helps organisations understand… Read more

SIMALTO (Simultaneous Multi-Attribute Level Trade-Off)

SIMALTO is the acronym given to the term Simultaneous Multi-Attribute Level Trade-Off. This tool was invented by a market researcher called John Green in 1977, and is used in both business and consumer… Read more

Social media monitoring

Social media monitoring is the process of using specialised tools to track and analyse conversations taking place across the internet. While the term suggests a focus on social platforms, these tools… Read more

Staff market research

Staff research is conducted amongst employees to uncover their true opinions and experiences, it measures the employee engagement of a work force. It is of increasing importance, because the research… Read more

Standard deviation

Standard deviation is used in analysing statistics and is a measure of the variation from the data set to the mean – the bigger the variation, the higher the standard deviation. When conducting… Read more

Standard Industrial Classification (SIC) code

A standard industrial classification code is a four-digit code that is used to categorise industry areas and are assigned via common features in the product. SIC codes were first used in America in the… Read more

Statistical analysis

Statistical analysis is the process a researcher goes through to uncover patterns and trends within data. The researcher may also choose to use a computer programme to assist in sorting through the data,… Read more

Statistical margin of error

A statistical margin of error is used to express the amount of random sampling error in a research survey. Researchers will aim for a smaller margin of error as to increase the validity of their study… Read more

Statistical significance

Statistical significance is used by market researchers to ensure their findings have not occurred by chance, and are reliable. For a research finding to be statistically significant, the researcher must… Read more

Stimuli (market research)

Stimuli (stimulus in the singular) are any materials or items used to prompt respondents in a market research setting. Stimuli may be physical (such as a product) or audio/visual, such as a film or website.… Read more

Strategic Priority Matrix (SPM)

The Strategic Priority Matrix (SPM) is an effective tool to use in order to demonstrate gaps between the required or expected service level and the level of service currently being received. This can… Read more

Street research survey

A street survey is often performed as an interview and is a form of in-person market research. The use of a street survey is most effective when a large demographic need to be interviewed, as it… Read more

Structural equation modelling

Structural equation modelling, often abbreviated to SEM, is a multivariate analysis technique, which pools together a range of traditional multivariate analysis methods and are then estimated simultaneously.… Read more

Structured question in market research

A structured question is a closed question used in surveys to illicit fast and precise answers while reducing the amount of thinking the participant does. These types of questions will also reduce the… Read more

Survey stratification research

Survey stratification is used when dividing up the overall population into smaller subpopulations, to help see different patterns in the data. Survey stratification should be used either before collecting… Read more

Sustainable marketing

Sustainable marketing, also known as green marketing, is the promotion of environmentally and socially responsible products, practices and brands. For example, if you have bought something at a higher… Read more

SWOT analysis

A SWOT analysis is a method used in market research to analyse four key aspects of a client business or project that could determine the success of said business or project in achieving its objectives.… Read more

Syndicated market research

Syndicated market research is a study performed and funded by a market research company, without any specific client. The data collected is then presented and made available for anyone to buy. Syndicated… Read more

System 1 & 2 thinking in market research

The concept of system 1 and 2 thinking is used to help understand why a consumer would choose one brand or product over a different one. System 1 thinking is more common, believed to be used for around… Read more

T-test

A T-test is used to determine the difference between at least two groups of data in order to test if they came from the same population. When a research study is completed, there will be lots of data… Read more

Take surveys for money

Surveys are not just done on a free basis, businesses have started to recognise the importance of customer opinions and are now offering money incentives to participate. This money can come in numerous… Read more

Target population

Before research can begin the target population must be identified and agreed upon. The target population is the entire population, or group, that a researcher is interested in researching and analysing.… Read more

Teacher evaluation research

Teacher evaluation research is designed to understand the effectiveness of teachers in terms of their ability to carry out their role, that is, how good are teachers at teaching. There are numerous methods… Read more

Teens market research

DJS Research has a wide range of experience carrying out market research with teenagers, through our online community, ChatterZone. ChatterZone is comprised of children and teenagers aged 8 to 18, and… Read more

Telephone interview market research

Telephone interviews are similar to other forms of market research interview, but are carried out over the phone. Telephone interviews fall under two broad categories – teledepths and quantitative… Read more

Telephone research sample

Telephone research sample, put simply, is the name given to those respondents who complete research over the phone. It is still commonplace for research to be performed over the telephone – this… Read more

Telephone surveys

Telephone surveys are a method of collecting primary data by interviewing respondents over the phone. This approach is commonly carried out using Computer-Assisted Telephone Interviewing (CATI) systems,… Read more

Tests of significance

Tests of significance (or significance testing) are the mathematical testing or checking of data to see how high or low the probability is that it would be different from the characteristics or views… Read more

TGI (Target Group Index)

Target Group Index is the oldest single source media and marketing survey in Britain being established since 1969. This now covers more than 50 countries worldwide with hundreds of thousands of completed… Read more

Thematic sentiment analysis (market research)

Thematic sentiment analysis is a qualitative research technique used to analyse open-ended responses, comments, or conversations by identifying both the themes within the data and the sentiment associated… Read more

Transtheoretical model (TTM)

Sometimes referred to as the Stages of Change model, the transtheoretical model (TTM) is a framework that explains human behaviour change as a gradual process that unfolds across a number of distinct… Read more

Trend market research data

Trend market research data looks at responses over time, usually at regular intervals (e.g. monthly, quarterly or yearly), rather than at a singular point. Trending data over time means that we can observe… Read more

TURF market research analysis

TURF market research analysis is a technique of statistical analysis, which is used to project estimates of media and market potential of a product or service. In order to provide such estimates, TURF… Read more

Unbalanced scale

An unbalanced scale question is the opposite of one which utilises a balanced scale. It is an ordinal question asked to respondents in a piece of market research, commonly of a quantitative nature, and… Read more

Unbiased market research samples

An unbiased sample in market research refers to a subset of people selected from a wider population in a way that gives each individual an equal chance of being chosen. Typically, this is achieved through… Read more

Univariate analysis (market research)

Univariate analysis is a form of quantitative, statistical, evaluation. This method of analysis separately studies the findings regarding each variable in a data set, and therefore each individual variable… Read more

Unstructured questions

Unstructured questions are used in qualitative research and most predominantly, in in-person interviews, as conversation is able to flow more naturally between the researcher and the respondent. However,… Read more

Unstructured segmentation

Unstructured segmentation is a method of dividing a market into distinct groups without any predefined assumptions about how many segments exist, how they differ, or what characteristics define them.… Read more

Usability testing

Usability testing is used in a range of sectors and involves allowing a customer to use a product, and then analysing their thoughts and how it performed. The test helps identify issues with a product… Read more

User research (user experience research/UX)

User research encompasses a range of approaches which can utilised to understand how users experience or use a product or service and what they expect from it. When interacting with a product or service,… Read more

Validity

In market research, validity is the degree to which the purpose of a research project was successfully fulfilled – i.e. did the project actually measure the things it was intended to. A high degree… Read more

Value assessment research

Value assessment research allows companies to assess the worth of a new product or service before it is introduced to the market. By conducting this type of research, companies can gauge whether or not… Read more

Van Westendorp pricing technique

The Van Westendorp pricing technique is used to determine the optimal price point for a product. Typically, open-ended questions which ask a consumer how much they would be willing to buy for a product… Read more

Verbatim

A verbatim is a word-for-word comment or response provided by a respondent or research participant. Verbatims are most commonly generated from open-ended questions in surveys or from qualitative research… Read more

Video focus groups

The term video focus group refers to a focus group which is carried out via a webcam, or smartphone application. Therefore, a video focus group allows one to participate in or conduct a focus group, remotely.… Read more

Viewing room

Within market research, a viewing room is a dedicated room in which researchers can sit and observe focus groups and depth interviews through a one way mirror. These viewing rooms are often found in market… Read more

Visitor experience research

Visitor experience research is a term for a specific form of market research, focused around the experience of visitors. Typically this would focus on satisfaction, likelihood to recommend, any specific… Read more

VoicED education market research community

VoicED is a bespoke education market research community owned and operated by DJS Research. The panel provides both full service education market research and simple sample provision for market research… Read more

Wales market research

Welsh market research refers to the systematic process of collecting, analysing and interpreting data related to consumer behaviour and economic trends within the region of Wales. Welsh market research… Read more

Website research survey

Website surveys are questionnaires used to gather a variety of different types of customer feedback about a product or service. Like any survey, the correct questions need to be asked in order to gain… Read more

Weighted market research sample

Arguably, weighted market research sample is an underused commodity, which can significantly impact the results of a research project and thus alter the business objectives which arise from the research.… Read more

What is editing in market research?

Editing takes place throughout the entire market research process, namely: Set up and design. Fieldwork. Analysis and interpretation. Reporting and debrief. Some specific examples of editing include:… Read more

Word association

In market research, word association is a qualitative technique used to explore respondents’ perceptions, attitudes, and underlying feelings about a concept, brand, product, or idea. The researcher… Read more

Word clouds (market research)

Word clouds are a spatial information visualisation approach used in market research to transform written content into engaging imagery. While they often gain criticism because of the incorrect ways they… Read more

X Generation (Gen X)

Generation X is the generation of individuals born after the Second World War, approximately between the early 1960s and the early 1980s. The key point about generation X is less when they were born,… Read more

X Market Research (#MRX)

MRX is a common shorthand for market research – initially used frequently on X (Twitter) and other social networks, it has now become a well-known standard. Many early users thought the tag stood… Read more

Y Generation (Gen Y)

Generation Y, also called the millennial generation, is the generation of people directly following that of Generation X. Their birth dates are less defined, although most commentators agree with birth… Read more

Yea saying (market research)

Also known as acquiescence bias, yea saying is a phenomenon which occurs from certain respondents tending to agree with whatever is said to them, regardless of their true opinion. Reducing the tendency… Read more

Z Generation (Gen Z)

Gen Z, or Generation Z, refers to the demographic cohort born roughly between the mid-1990s and early 2010s. In market research, Gen Z is an important audience segment because their attitudes, behaviours,… Read more

Z-test

A Z-test is a statistical test, used in market research to determine whether the difference between a sample and a population, or between two samples, is statistically significant. In other words, to… Read more

Zip code (market research)

ZIP codes are the equivalent of postcodes in United States. ZIP codes are assigned by the United States Postal Service and the acronym stands for Zone Improvement Plan. Standard ZIP codes are either five… Read more