Research Glossaries

Reaction time testing combines IRT models with response speed to assess both ability and test-taking behavior. It analyzes how quickly and accurately individuals respond to test items, offering insights into cognitive processing, engagement, and proficiency. Useful in educational and psychological assessments, it enhances test precision and fairness.

​Electroencephalography or EEG is a neuroscience-based research method that measures electrical activity in the brain using sensors placed on the scalp. In market research, EEG helps assess unconscious emotional and cognitive responses to stimuli such as ads, products, or packaging—providing insights into attention, engagement, and decision-making beyond self-reported data.

fMRI is a neuroscience technique that measures brain activity by detecting changes in blood flow. In market research, it reveals how consumers respond to stimuli—such as ads or products—at a subconscious level, offering deep insights into emotion, attention, and decision-making beyond self-reported data.

Mobile eye tracking is a relatively new invention. It is a sensor technology that can detect a person’s presence and follow what they are looking at in real time, usually involving a pair of glasses with cameras installed.

Neuromarketing refers to the measurement of physiological and neural signals to gain insight into customers’ motivations, preferences, and decisions, which can help inform creative advertising, product development, pricing, and other marketing areas.

Visual Attention Analysis (VAA) or Predictive Eye Tracking (PET) is a new type of neuromarketing technique that uses an AI-based predictive eye tracking analysis system to evaluates the visual effectiveness of stimulus, ranging from branding and advertising to packaging design.

Facial coding is a research technique that uses AI or biometric software to detect and interpret facial expressions, revealing emotional responses to stimuli like ads or products. It helps uncover subconscious reactions—such as joy, surprise, or confusion—providing deeper insights into consumer engagement and emotional impact.

Heart Rate Variability (HRV) measures the variation between heartbeats, reflecting autonomic nervous system activity. Common metrics include RMSSD, SDNN, and LF/HF ratio. HRV is influenced by stress, sleep, physical activity, and breathing. It’s measured using ECG or PPG, and analyzed via time-domain, frequency-domain, or nonlinear statistical methods in research.

The galvanic skin response (GSR) refers to changes in sweat gland activity that are reflective of our emotional arousal. Typically an electrode is applied to the fingers to measure skin conductance, and the higher the skin conductance, the higher the arousal.

Brand extension is a marketing strategy where a company uses an established brand name to launch new products in a different category. It leverages existing brand equity to build consumer trust and recognition, reducing launch risk. Successful brand extensions align with core brand values and meet relevant consumer needs.

The Recruiter Accreditation Scheme, also known as RAS, is a certification developed by the Market Research Society (MRS) alongside the Association for Qualitative Research (AQR). Created to raise the status and profile of recruiters and recognise the skills of professional recruiters.

Mystery Shopping market research is a methodology allowing you to understand your customer’s interactions with the public-facing side of your brand. Mystery Shoppers allow you to understand how your staff are acting and their attitude, which could be letting down high points of your store or the well-placed marketing on a website, to be let down by a phone call.