Research Glossaries

Data, design, stories and shareability.  Infographics are a really good way for brands to prove through leadership and insight that is supported by data. They also have the chance to be repurposed in a number of ways by being broken into smaller chunks that can live across multiple platforms and channels. The process of an infographic starts with the inspiration and the creation, then it is published, shared, repurposed and analysed.

Vision One is delighted to be one of the leading research agencies on the UK’s top review site The Drum Recommends (Previously Recommended Agencies Registrar or RAR+). Only companies who score above our threshold become recommended and are included in the register. The results provide a unique insight into the experiences of other clients with particular suppliers.

In-home interviews are comprehensive sessions which combine observation and interviews to generate deep contextual understanding. While in-home, we strive to blend in with the setting to observe, listen, probe and use the environment as a stimulus for the conversation to uncover those elusive insights that help optimize a brand and engage consumers. Home-based interviews generally last from 1-3 hours, depending on research aims and objectives.

Exit interviews are a market research method that is often conducted by retailers and service providers with a physical presence and involve interviewing departing customers, just before they leave to assess their reaction to their visit.

When a wide demographic needs to be interviewed, street interviewing is often the fastest and most-effective form of fieldwork.

A Hall Test, otherwise know as Central Location Test (CLT), is are a useful market research methodology adopted by Vision One when we are looking to test reactions to concepts and products in a controlled and neutral environment. They typically involve hiring a venue (e.g. hotel, hall, office, pub) in a central and easily accessible location which is specially selected for the research requirements or convenient for target participants.

An Omnibus survey is a quantitative market research method where information on a variety of subjects is collected on the same questionnaire and is used by multiple clients who effectively share the cost of conducting research by sharing the survey costs. It is also sometimes known as ‘Piggyback’ surveys.

Psychographics play an important role within market research and insight gathering exercises as it essentially the study of personality, values, opinions, attitudes, interests, and lifestyles. Psychographic variables are sometimes confused with demographics which are more factual in nature (e.g. Age, gender, social class, ethnicity etc). At a broader national level, UK psychographics could be seen as an equivalent to the concept of “culture”.

Market research helps companies achieve success in many ways – in particular enabling them to identify their target consumer, find out what existing and potential buyers think about your product or brand and gather business and consumer insights to help you improve your decision making and overall success. This short article looks at the question – Why do companies do market research?

SWOT analysis in marketing and business will help you decide which marketing strategy you should use to get the best result for your business.

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.

Diaries (or journals) are frequently used in qualitative market research as a way of letting people conveniently and expressively convey personal details about their daily life and events to design teams.