Market Research

Question 1

Consumer Insight

Answer 1

Valuable information on the preferences, opinions, habits and emotions of your most valuable customers. Consumer insights usually encompass insights related to a product or service.

Question 2

Control Group

Answer 2

Survey participants can be split into two groups–an experimental group, exposed to a product or service, and a control group that is neutral.A common example is ad effectiveness testing, where researchers can track a respondent’s exposure to an ad through cookies. They then split those who have viewed the ad and those who have not into separate groups, asking the same questions to see how responses differ.

Question 3

Data

Answer 3

Any information collected by your survey, along with any outside information collected, observed, generated or created in service of your research goals.

Question 4

DIY Market Research

Answer 4

Market research conducted using a self-service platform, as opposed to partnering with a market research agency or research consultant. Most DIY market research is conducted in-house to avoid the speed and cost limitations of working with outside entities.

Question 5

Margin of Error

Answer 5

Margin of error, also called the confidence interval, is a statistical measurement of difference between survey results and the population value, expressed as a percentage. Within the survey ecosystem, the margin of error measures the difference between your survey results and how accurately they reflect the views of the overall population.

Question 6

Market Research

Answer 6

Market research refers to the gathering of consumers’ needs, preferences, habits, behaviors and more in an attempt to better understand a company’s potential customers, brand positioning and potential interest in a product or service.

Question 7

Online Panel

Answer 7

Online panels collect responses either via a fully opt-in structure, including a signup page, or start with some form of digital outreach to potential respondents who have agreed to take surveys in advance. Panelists are then recruited to participate in specific surveys, for example via email invitation to the page of the panel provider.

Question 8

Panel

Answer 8

A panel is a collection of potential respondents who have agreed to take a survey in advance of the survey’s fielding process. These respondents are typically promised some type of incentive in exchange for joining the panel, which would effectively pay them for their time.

Question 9

Piping

Answer 9

Piping allows researchers to personalize surveys by ‘piping’ an answer from a previous question into a later question. For example, you can ask a respondent their name or occupation on the first question, and then add that name or occupation to future questions to make the questions more personalized.

Question 10

Primary Research

Answer 10

Primary research refers to the methodology of using only data collected directly from respondents, rather than relying on data collected during previous research or from some external source (government agencies, employment records, etc).

Question 11

Public Opinion Research

Answer 11

Public opinion refers to the opinions of a majority of people in a certain population. Polling the public opinion requires taking as broad of a study as possible and asking direct, quantifiable questions about specific issues.

Question 12

Qualitative Research

Answer 12

Qualitative survey questions aim to gather data that is not easily quantified such as attitudes, habits, and challenges. They are often used in an interview-style setting to observe behavioral cues that may help direct the questions.

Question 13

Questionnaire

Answer 13

Your questionnaire is the list of questions you plan to ask your respondents. There are many different types of survey questions you can ask, depending on your survey goals.