Ad Hoc Research
Ad hoc market research is commissioned in response to issues or initiatives arising within the client organisation, or in response to new external events that compel investigation
Attitudinal Segmentation
This is grouping a brand’s target market into segments; these being defined via questions about their attitudes
Behavioural Segmentation
This is the segmentation of a brand’s audience according to the behaviours they exhibit in relation to a brand’s product or service
Blind Testing
Blind testing aims to assess a product on the its intrinsic merits by hiding any reference to the wider brand
Brand Tracking
Brand tracking is way of continuously measuring the health of a brand, both in terms of consumers’ usage of it…
CAPI/CATI Market Research
Computer Aided Personal Interviewing is a tool that, during face-to-face interviews, allows the researcher to…
Co-Creation
Co-creation entails researchers working alongside the client brand and its target customers to formulate propositions…
Concept Testing
Concept Testing evaluates the appeal of a proposition/product and the degree to which this fits with the target market’s needs and tastes
Customer Panel
This involves the creation of a body of customers who agree to be consulted on a periodic basis. The lifespan of the panel can be either…
Discussion Guide
This is a list of instructions and questions that researchers use to shape the direction of qualitative market research interviews; be they…
Driver Analysis
This technique unpicks the relationship between each one of a set of variables (independent variables) and an overarching…
ESOMAR
The world’s leading market research association, the European Society for Opinion and Market Research champions the role…
Exit Surveys
Research interviewers stand on the threshold of a store and conduct a survey – aiming to talk to a representative sample of shoppers
Focus Groups
A cornerstone of qualitative market research, focus groups involve convening a small sample (typically 6-8) of target…
Intercept Interviews
A qualitative market research method where consumers are stopped whilst interacting with a brand – whether that be…
Market Research Society (MRS)
With members existing in over 70 nations, the MRS is the world’s leading representative body for this sector. It is committed…
Mystery Shopping
The covert testing of a store, during which the researcher conducts a ‘real’ visit and, without revealing their role, audits the customer experience
Pen Portraits
Concise descriptions of consumers that typically comprise key facts about their nature, plus montages of images that…
Street Surveys
This type of quantitative market research is, due to the natural randomising effect of the street context, a good way…
