Research Glossaries

Dr Noriaki Kano, an expert and lecturer in the field of quality management laid the foundation for the Kano method in the 1970s and 1980s. his efforts worked to show how improving or adding certain types of product attributes and excluding others can reliably produce higher levels of customer satisfaction.

Word clouds are visual representations of text data, where the size of each word reflects its frequency or importance. Commonly used in market research, they help identify key themes, patterns, or sentiments within open-ended responses, making complex data more accessible and easier to interpret at a glance.

Artefact Analysis is used in social anthropology and is the systematic approach to the analysis of material, aesthetic and interactive qualities of objects. The emphasis of the analysis is on the object itself and is typically used in Qualitative and Ethnographic research studies but also used in Archaeology. Essentially, the researcher effectively is using the analysis to understand what the object(s) say through its material, aesthetic and other physical/practical qualities.

A/B testing compares two versions of a product, concept, or design to determine which performs better, typically by measuring conversion rates. Widely used in marketing, product development, and UX, it supports data-driven decisions, optimises user experience, and reduces risk through controlled testing of variations on target audiences.

CATI is a telephone research method where interviewers follow a script displayed on a computer. Responses are entered directly into the system, ensuring accuracy and consistency. It’s ideal for structured surveys, quota control, and reaching diverse demographics, offering a cost-effective, flexible approach to quantitative data collection.

Qualitative Market Research (aka Qual research) is designed to help companies explore and understand people, markets & brands and focuses on understanding and meaning rather than numbers. It tends to be small scale, using both verbal and non-verbal discovery methods. It typically involves numerous data collection approaches including face to face interviews, online qualitative interviewing and observation.

A viewing facility is a location that has been designed for hosting focus groups, workshops and market research interviews. This facility, otherwise known as a ‘viewing studio’, is typically designed for all parties, including; the research moderator, the respondents (members of the public) and also the end client who commissions the work.

Snap Surveys is a leading software supplier to the Market Research industry.

BPTO is a pricing research method used to measure how price changes affect consumer preference across competing brands. By adjusting prices and tracking choices, it reveals brand value, price elasticity, and willingness to pay—helping businesses optimise pricing strategies and assess brand equity before product launches or pricing reviews.

The Van Westendorp pricing technique, also known as the Price Sensitivity Meter (PSM), is a market research technique used to determine the optimal price point for a product using consumer price preferences and perceptions. The  PSM was developed by Peter Van Westendorp, a Dutch economist in 1976 and is still widely used amongst professional research industry today.

B2B market research is an abbreviation of ‘business to business’ research and relates to market research and business intelligence that is carried out by organisations who sell to, or support, other businesses. Unlike consumer or customer research, B2B research is not carried out amongst  members of the public in the same way that respondents to consumer research are.

Focus groups and Groups discussions are a qualitative research method where a small group of participants discuss a product, service, or concept, guided by a moderator. It explores attitudes, perceptions, and motivations, providing rich, in-depth insights that help shape marketing strategies, product development, and brand positioning.