Research Glossaries

Eye tracking is a research technique that records where and how long a person looks at visual stimuli, using infrared sensors or cameras. In market research, it reveals attention, visual engagement, and navigation patterns—helping optimise packaging, adverts, websites, and in-store layouts by understanding what truly captures consumer focus.

Like Electroencephalography (EEG), mobile EEG is a methodology which records brain activity using small sensors applied to the scalp which picks up the electrical potentials outputted by your brain. This allows researchers to measure the brain’s cognitive processes. ​

Asynchronous focus groups are online qualitative research discussions where participants contribute at different times over several days. This flexible approach enables thoughtful responses, broader reach across time zones, and deeper insights. Ideal for busy or hard-to-reach audiences, they support multimedia input and are useful for sensitive or exploratory research topics.

Bulletin boards are online qualitative research platforms where participants join discussions over time, posting responses, comments, and media. Unlike live focus groups, they offer flexibility, allowing users to engage at their convenience. Ideal for busy or hard-to-reach audiences, they enable rich, in-depth insights across extended periods.

A Customer Panel, also known as a Consumer Panel is a group of individuals volunteering and selected to provide input on products and services for research purposes. Consumer panels are a useful technique to gather customer feedback, test hypotheses, trial new products and services, discover customer behaviours and gain insights.

The process involves stopping shoppers, screening them for appropriateness, and either administering a survey (or interview) on the spot or inviting them to a research facility located to complete the interview. While not representative of the population in general, shopping mall customers do constitute a major share of the market for many products.

A shopping journey begins with identifying a need or desire, followed by researching options online or in-store. Consumers compare products, prices, and reviews before making a purchase decision. After buying, they evaluate satisfaction, possibly sharing feedback or returning items. Understanding these steps helps businesses optimise their customer experiences.

System 1 refers to the brain’s fast, automatic, and intuitive mode of thinking. It operates unconsciously, making quick judgments based on emotions, instincts, and past experiences. In market research and behavioral science.

The Implicit Association Test (IAT) measures automatic associations between concepts, revealing implicit biases. It assesses reaction times when pairing categories (e.g., race, gender) with attributes (e.g., good, bad). Faster associations suggest stronger implicit links. Widely used in social psychology, the IAT explores unconscious attitudes affecting perception, judgment, and behaviour.

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.