Core Market Research & Strategy Terms
Addressable Market: The total market opportunity available for a product or service, often segmented by geography, demographics, or behavioural characteristics.
Affinity Analysis: Statistical technique identifying relationships between different variables, commonly used to understand customer preferences and content consumption patterns.
Attribution Modelling: Framework for assigning credit to different touchpoints in the customer journey – paid, owned, earned – crucial for understanding content effectiveness across channels (conversion, retention, revenue).
Audience Segmentation: Process of dividing target markets into distinct groups based on shared characteristics, behaviours, or geographic locations.
Behavioural Analytics: Study of user actions and patterns to understand preferences, predict future behaviour, and optimise content strategy.
Brand Awareness: Measure of how familiar consumers are with a brand, tracked through surveys, search volume, and social media mentions.
Brand Equity: Commercial value derived from consumer perception and recognition of a brand name, measurable through premium pricing and loyalty metrics and reflected in pricing power, reduced acquisition cost, and resilience during crises.
Brand Health: Comprehensive assessment of a brand’s performance across multiple dimensions including awareness, perception, preference, and loyalty.
Brand Positioning: Strategy defining how a brand differentiates itself in the market and occupies a distinct place in consumers’ minds.
Brand Sentiment: Qualitative measure of public opinion towards a brand, analysed through social media monitoring, reviews, and survey data.
Brand Tracking: Ongoing measurement of brand performance metrics over time to monitor changes in awareness, perception, and market position.
Churn Rate: Percentage of customers who discontinue purchasing, subscribing or engaging with a brand during a specified period.
Competitive Intelligence: Systematic collection and analysis of information about competitors’ strategies, strengths, and weaknesses.
Consumer Journey Mapping: Visual representation of the customer experience across all touchpoints, from awareness to conversion and retention.
Customer Acquisition Cost (CAC): Total cost of acquiring a new customer, including marketing, sales, and content creation expenses.
Customer Lifetime Value (CLV): Predicted revenue a customer will generate throughout their relationship with a business.
Customer Retention Rate: Percentage of customers who continue using a service over a given period, indicating customer satisfaction and loyalty.
Customer Satisfaction (CSAT): Metric measuring how satisfied customers are with a company’s products, services, or experiences.
Cohort Analysis: Method of analysing user behaviour by grouping users based on shared characteristics or experiences over time.
Conversion Funnel: Model representing the customer journey from initial awareness to final purchase or desired action.
Cross-Tabulation: Statistical technique examining relationships between two or more categorical variables in survey data.
Data Mining: Process of discovering patterns and relationships in large datasets to extract actionable insights.
Data Quality Framework – e.g., ESOMAR / GRBN 2023 standards.
Demographic Segmentation: Market division based on age, gender, income, education, occupation, and other statistical characteristics.
Design Effect (DEFF) – inflation factor on variance due to complex sample design.
Digital Footprint: Trail of data created by online activities, .Trace of identifiers, behaviours and content that individuals leave online – while valuable for understanding user behaviour and preferences ethical use requires consent and compliance with privacy laws such as the Australian Privacy Principles (APPs).
Fieldwork – umbrella term for data-collection execution (CATI, CAWI, F2F).
Funnel Analysis: Examination of user progression through defined steps towards a goal, identifying drop-off points and optimisation opportunities.
Geographic Segmentation: Market division based on location, including country, region, city, climate, and population density.
Incidence Rate (IR) – proportion of screened respondents who qualify.
Key Performance Indicator (KPI): Measurable values demonstrating how effectively objectives are being achieved.
Lifetime Value to Customer Acquisition Cost (LTV:CAC): Ratio comparing long-term customer value to acquisition cost, crucial for sustainable growth.
Market Penetration: Percentage of target market that has purchased or engaged with a product or service.
Market Research: Systematic gathering, recording, and analysis of data about customers, competitors, and the market.
Market Segmentation: Process of dividing a broad market into distinct groups of consumers with similar needs or characteristics.
Market Share: Company’s sales as percentage of total industry sales, measurable by revenue, units, or other metrics.
Market Sizing: Process of determining the total addressable market for a product or service.
Net Promoter Score (NPS): Customer loyalty metric based on likelihood to recommend a company to others.
Non-Response Bias – systematic differences between respondents and non-respondents.
Predictive Analytics: Use of statistical techniques and machine learning to forecast future trends and behaviours.
Price Sensitivity Analysis: Research method determining how price changes affect demand for products or services.
Product-Market Fit: Degree to which a product satisfies strong market demand and meets customer needs.
Psychographic Segmentation: Market division based on personality traits, values, interests, and lifestyle characteristics.
Purchase Intent: Measure of consumers’ likelihood to buy a product or service within a specific timeframe.
Return on Investment (ROI): Financial metric measuring efficiency of investment, calculated as gain minus cost divided by cost.
Share of Voice: Brand’s percentage of total market conversation or advertising compared to competitors.
Share of Wallet: Percentage of a customer’s total spending in a category that goes to a particular brand.
SWOT Analysis: Strategic planning tool examining Strengths, Weaknesses, Opportunities, and Threats.
Target Market: Specific group of consumers a business aims to reach with its products and marketing efforts.
Total Addressable Market (TAM): Total revenue opportunity available for a product or service.
Unaided Awareness: Measure of brand recognition without prompting or assistance from researchers.
Voice of Customer (VOC): Process of capturing customer feedback, preferences, and expectations through various research methods.
Weighting – adjustment factors applied post-field to correct sampling bias.
Research Methods & Methodologies
A/B Testing: Statistical method comparing two versions of content, web pages, or campaigns to determine which performs better for specific metrics.
Action Research: Participatory research method where researchers work with participants to solve real-world problems.
Aided Awareness: Brand recognition measured when consumers are shown brand names, logos, or other prompts.
Anthropological Research: Study of human behaviour and culture through observation and participation in natural settings.
Automotive Research: Specialised research focusing on vehicle preferences, buying behaviour, and transportation needs.
Behavioural Economics Research: Study combining psychology and economics to understand decision-making processes.
Biometric Research: Use of physiological measurements like eye tracking, facial coding, and EEG to understand consumer responses.
Causal Research: Research design aimed at establishing cause-and-effect relationships between variables.
Case Study: In-depth investigation of a single individual, group, event, or phenomenon.
Comparative Research: Method comparing different groups, markets, or conditions to identify similarities and differences.
Concept Testing: Research method evaluating consumer response to new product or service ideas before development.
Conjoint Analysis: Statistical technique used to understand how consumers value different attributes of products or services.
Content Analysis: Systematic analysis of communication content to identify patterns, themes, and meanings.
Copy Testing: Research method evaluating advertising effectiveness before launch.
Cross-Cultural Research: Study comparing behaviours, attitudes, and preferences across different cultures.
Cross-Sectional Study: Research design collecting data from different subjects at a single point in time.
Customer Journey Research: Method mapping and analysing the complete customer experience across all touchpoints.
Delphi Method – iterative expert surveys for consensus.
Depth Interview: One-on-one qualitative interview exploring topics in detail with individual respondents.
Descriptive Research: Research design aimed at describing characteristics of a population or phenomenon.
Design Research: User-centred research method focusing on understanding user needs for product development.
Diary-Based Ethnography – hybrid qual/quant via mobile diaries.
Diary Studies: Research method where participants record their experiences, behaviours, or thoughts over time.
Digital Ethnography: Qualitative research method studying online communities and digital behaviours.
Discrete Choice Modelling: Statistical technique analysing how consumers make choices among alternatives.
Ethnography: Qualitative research method involving the systematic study of people and cultures through observation and participation.
Exit Interview: Research method collecting feedback from departing customers or employees.
Experimental Research: Research design manipulating variables to establish cause-and-effect relationships.
Exploratory Research: Initial research conducted to clarify and define problems or opportunities.
Eye Tracking: Biometric research method measuring where and how long people look at visual stimuli.
Facial Coding: Research technique analysing facial expressions to understand emotional responses.
Field Experiment: Research conducted in natural, real-world settings rather than controlled laboratory environments.
Focus Group: Qualitative research method involving guided discussions with small groups of target audience members.
Forced Exposure: Lab‑based technique where participants are deliberately shown an advertisement or stimulus to measure unaided reactions.
Galvanic Skin Response (GSR): Biometric measurement of skin conductance to assess emotional arousal.
Grounded Theory: Qualitative research method developing theories based on systematic data collection and analysis.
Hall Test: Research method where respondents are invited to a central location to evaluate products or concepts.
Home Use Test (HUT): Research method where consumers test products in their natural usage environment.
Implicit Association Test (IAT): Method measuring unconscious associations between concepts and attributes.
In-Context Research: Method studying behaviours and experiences in their natural environment.
In-Depth Interview (IDI): One-on-one qualitative interview exploring topics thoroughly with individual participants.
Intercept Survey: Data collection method where researchers approach potential respondents in specific locations.
Laddering: Qualitative research technique exploring the connections between product attributes and personal values.
Longitudinal Study: Research design that collects data from the same subjects over extended periods to track changes.
Market Mix Modelling: Statistical analysis technique measuring the impact of various marketing activities on sales.
Maximum Difference Scaling (MaxDiff): Research technique identifying the most and least important items from a set of options.
Message Testing: Research method evaluating the effectiveness of marketing communications before launch.
Mixed Methods Research: Approach combining quantitative and qualitative research methods for comprehensive insights.
Mobile Ethnography: participant-led video captures in-situ.
Monadic Testing: Research design where each respondent evaluates only one product or concept.
Mystery Shopping: Research method where trained evaluators pose as customers to assess service quality.
Narrative Research: Qualitative method analysing stories and personal accounts to understand experiences.
Neuromarketing: Research approach using neuroscience techniques to understand consumer behaviour and decision-making.
Observation Research: Data collection method involving systematic watching and recording of behaviours or phenomena.
Online Bulletin Board: Qualitative research method using private online forums for extended discussions.
Online Community Research: Method studying behaviours and opinions within digital communities.
Paired Comparison: Research technique comparing items two at a time to establish preferences or rankings.
Panel Study: Longitudinal research design following the same group of participants over multiple time periods.
Participatory Research: Method involving participants as co-researchers in the study design and analysis.
Phenomenological Research: Qualitative approach focusing on understanding lived experiences and their meanings.
Pilot Study: Small-scale preliminary study conducted to test research methods before full-scale research.
Pop-up Research: Quick, informal research method collecting immediate feedback in real-time.
Pre-Post Testing: Research design measuring changes by comparing conditions before and after an intervention.
Projective Techniques: Qualitative research methods using ambiguous stimuli to uncover underlying attitudes.
Protocol Analysis: Research method where participants verbalise their thought processes while completing tasks.
Psychophysiological Research: Study using physiological measurements to understand psychological responses.
Qualitative Research: Exploratory research method focusing on understanding motivations, opinions, and attitudes.
Quantitative Research: Systematic investigation using statistical techniques to analyse numerical data.
Quasi-Experimental Design: Research method comparing groups without random assignment.
Retail Audit: Research method tracking product sales and inventory at retail locations.
River Sampling – real-time recruitment from web traffic.
Scenario Planning: Strategic research method exploring possible future situations and their implications.
Semiotics: Study of signs and symbols to understand cultural meanings and brand communication.
Sentiment Analysis: Computational study of opinions, sentiments, and emotions expressed in text data.
Sequential Monadic Testing: Research design where respondents evaluate multiple products in sequence.
Sequential Overlap Sampling – modern online panel refresh technique.
Shopper Research: Study of consumer behaviour in retail environments and purchasing decisions.
Simulated Test Market: Research method using models to predict market performance without actual launch.
Store Audit: Research method tracking product availability, pricing, and merchandising at retail locations.
Test Market: Research method launching products in limited geographic areas before full rollout.
Thematic Analysis: Qualitative research method identifying and analysing patterns of meaning in data.
Think-Aloud Protocol: Research technique where participants verbalise their thoughts while completing tasks.
Tracking Study: Ongoing research measuring changes in key metrics over time.
Triangulation: Research strategy using multiple methods or sources to validate findings.
Usage and Attitude (U&A) Study: Research examining how consumers use products and their attitudes towards them.
Van Westendorp Price Sensitivity Metre: Research technique determining optimal pricing by measuring price acceptance.
Video Ethnography: Research method using video recordings to study behaviours in natural settings.
Data Collection Methods & Techniques
API (Application Programming Interface): Set of protocols enabling data exchange between different software systems.
Automated Data Collection: Process of gathering information using software and algorithms without manual intervention.
Balanced Scorecard: Strategic performance‑management framework translating organisational vision into a balanced set of financial and non‑financial KPIs.
Big Data: Extremely large datasets requiring specialised tools and techniques for analysis.
Biometric Data Collection: Gathering physiological and behavioural characteristics for identification and analysis.
Bootstrapping: Statistical method of resampling data to estimate population parameters.
Bot/Speeding Detection – automated QA checks in online surveys.
CAPI (Computer-Assisted Personal Interviewing): Face-to-face interview method using computers or tablets.
CATI (Computer-Assisted Telephone Interviewing): Telephone survey system using computer software.
CAWI (Computer-Assisted Web Interviewing): Online survey method through web browsers.
Census: Complete enumeration of a population, collecting data from every member.
Chatbot Research: Data collection method using automated conversational interfaces.
Cookie Tracking: Method collecting user behaviour data through small files stored on devices.
Crowdsourcing: Data collection method leveraging large groups of people to gather information.
Data Aggregation: Process of gathering and combining data from multiple sources.
Data Fusion: Technique combining data from different sources to create comprehensive datasets.
Data Harvesting: Automated collection of data from various digital sources.
Data Lake: Storage repository holding vast amounts of raw data in its native format.
Data Mart: Subset of a data warehouse focused on specific business areas.
Data Mining: Process of discovering patterns and relationships in large datasets.
Data Streaming: Real-time processing of continuous data flows.
Data Warehouse: Centralised repository storing integrated data from multiple sources.
Deduplication (Digital Fingerprinting) – removing repeat respondents across panels.
Digital Diary: Electronic method for participants to record experiences and behaviours.
eConsent – digital informed-consent capture (GDPR/APP compliant).
EEG (Electroencephalography): Biometric technique measuring brain electrical activity.
ETL (Extract, Transform, Load): Process of extracting, transforming, and loading data.
fMRI (Functional Magnetic Resonance Imaging): Neuroimaging technique measuring brain activity.
Gamification: Using game elements in research to increase engagement and data quality.
GPS Tracking: Location-based data collection using Global Positioning System technology.
Hyperlocal Data: Extremely location-specific information for small geographic areas.
IoT (Internet of Things): Network of interconnected devices collecting and exchanging data.
Machine Learning: AI subset enabling systems to learn from data without explicit programming.
Mobile Data Collection: Gathering information through smartphones and mobile applications.
Natural Language Processing (NLP): AI technology for understanding and processing human language.
Online Panel: Pre-recruited group participating in multiple research studies over time.
PAPI (Paper-and-Pencil Interviewing) – still used in remote areas.
Passive Data Collection: Gathering information without active participant involvement.
Raking (Iterative Proportional Fitting) – see also Weighting.
Real-Time Data Collection: Immediate gathering and processing of information as it occurs.
Sensor Data: Information collected from devices measuring environmental conditions or behaviours.
Social Media Mining: Extracting insights from social media platforms and user-generated content.
Syndicated Research: Standardised research studies sold to multiple clients.
Synthetic Respondents / LLM Simulations – emerging method for pilot testing.
Telematics: Technology combining telecommunications and informatics for data collection.
Transactional Data: Information captured from business transactions and customer interactions.
Unstructured Data: Information without predefined format, such as text, images, or audio.
Wearable Technology: Body-worn devices collecting biometric and behavioural data.
Web Analytics: Collection and analysis of website usage data.
Web Scraping: Automated extraction of data from websites.
WiFi Analytics: Data collection method tracking device connections and movements.
Sampling Methods & Techniques
Accidental Sampling: Non-probability sampling method selecting readily available subjects.
Adaptive Sampling: Method adjusting sample selection based on previously collected data.
Address-Based Sampling (ABS) – Australia Post PAF or G-NAF frame usage.
Area Sampling: Probability sampling method dividing geographic areas into clusters.
Cluster Sampling: Probability method selecting entire groups rather than individuals.
Convenience Sampling: Non-probability method selecting easily accessible participants.
Disproportionate Sampling: Sampling method where subgroups are not proportionally represented.
Double Sampling: Two-stage sampling method using initial sample to inform second sample.
Dual-Frame Sampling – blending landline + mobile or phone + online frames.
Elimination Sampling: Method progressively removing cases that don’t meet criteria.
Extreme Case Sampling: Purposive sampling focusing on unusual or outlier cases.
Homogeneous Sampling: Purposive sampling selecting participants with similar characteristics.
Incidental Quota / Soft Quota – flexible quotas within hard sample caps.
Judgement Sampling: Non-probability method where researchers select participants based on expertise.
Maximum Variation Sampling: Purposive sampling capturing wide range of perspectives.
Multi-Stage Sampling: Complex probability sampling involving multiple phases.
Network Sampling: Method using social networks to identify and recruit participants.
Nonprobability Sampling: Sampling method where not all population members have equal selection chance.
Optimal Allocation: Sampling strategy minimising variance for fixed sample size.
Oversampling: Deliberately selecting more participants from specific subgroups.
Probability Sampling: Method where every population member has known selection probability.
Proportional Sampling: Method maintaining population proportions in the sample.
Purposive Sampling: Non-probability method selecting participants based on specific criteria.
Quota Sampling: Non-probability method ensuring specific characteristics are represented.
Random Sampling: Probability method giving each population member equal selection chance.
Random-Digit Dialling (RDD) – number generation for CATI.
Replacement Sampling: Method where selected units can be chosen again.
Representative Sampling: Technique ensuring sample accurately reflects population characteristics.
Respondent-Driven Sampling: Method where participants recruit other participants.
Sample Frame: List or database from which a sample is drawn.
Sampling Error: Difference between sample statistics and true population parameters.
Sampling Fraction: Proportion of the population included in the sample.
Simple Random Sampling: Basic probability method with equal selection probability.
Snowball Sampling: Non-probability method where participants recruit others from their networks.
Stratified Sampling: Probability method dividing population into subgroups before sampling.
Systematic Sampling: Method selecting every nth member from a population list.
Theoretical Sampling: Sampling method used in grounded theory research.
Time Sampling: Method collecting data at specific time intervals.
Typical Case Sampling: Purposive sampling selecting average or normal cases.
Venue-Based Sampling: Method recruiting participants at specific locations.
Volunteer Sampling: Non-probability method relying on self-selected participants.
Weighted Sampling: Technique giving different importance to different sample segments.
Survey Design & Questionnaire Development
Acquiescence Bias: Tendency to agree with statements regardless of actual opinions.
Adaptive Questionnaire (Responsive Surveying) – auto-adjusts based on early answers.
Aided Recall: Memory test providing cues or prompts to help respondents remember.
Anchor Effect: Bias where initial information influences subsequent responses.
Attention Checks / Trap Questions – validity screens.
Balanced Scale: Rating scale with equal numbers of positive and negative response options.
Battery Questions: Series of questions using the same response format.
Bipolar Scale: Rating scale with opposite endpoints (e.g., satisfied to dissatisfied).
Branching: Survey logic directing respondents to different questions based on answers.
Central Tendency Bias: Tendency to avoid extreme response options.
Closed-Ended Questions: Questions providing predetermined response options.
Cognitive Interviewing: Method testing survey questions by understanding respondent interpretation.
Constant Sum Scale: Rating method where respondents allocate points across options.
Contingency Questions: Questions asked only if specific conditions are met.
Double-Barrelled Questions: Problematic questions asking about two different issues simultaneously.
Extremity Bias: Tendency to select extreme response options.
Filter Questions: Questions determining whether respondents should answer subsequent questions.
Forced Choice: Questions requiring selection without neutral options.
Funnelling: Question sequence moving from general to specific topics.
Halo Effect: Bias where one positive trait influences perception of other traits.
Hawthorne Effect: Behaviour change resulting from awareness of being observed.
Implicit Association Test (IAT): Method measuring unconscious associations between concepts.
Incognito (Red-Herring) Questions – detect straight-liners or A.I. respondents.
Leading Questions: Questions that suggest or encourage particular responses.
Likert Scale: Psychometric scale measuring attitudes using ordered response categories.
Loaded Questions: Questions containing assumptions or emotional language.
Matrix Questions: Multiple items presented with the same response scale in grid format.
Multiple Choice Questions: Questions offering several predetermined response options.
Nominal Scale: Measurement scale for categorical data without order.
Open-Ended Questions: Questions allowing respondents to answer in their own words.
Ordinal Scale: Measurement scale for ranked or ordered categorical data.
Piping: Survey technique inserting previous responses into subsequent questions.
Prestige Bias: Tendency to give socially desirable responses.
Question Bank Re-Use – ISO-20252 documentation requirement.
Question Order Effects: Influence of question sequence on responses.
Ranking Questions: Questions asking respondents to order items by preference or importance.
Ratio Scale: Measurement scale with true zero point and equal intervals.
Recall Bias: Systematic error in remembering past events or experiences.
Recency Effect: Tendency to favour recently presented information.
Response Bias: Systematic tendency to respond in ways that don’t reflect true opinions.
Response Rate: Percentage of invited participants who complete the survey.
Satisficing: Tendency to provide adequate rather than optimal responses.
Scale Reliability: Consistency of measurement across multiple items.
Scale Validity: Extent to which a scale measures what it claims to measure.
Screening Questions: Initial questions determining participant eligibility.
Semantic Differential Scale: Rating scale using bipolar adjectives.
Skip Logic: Programming directing respondents to appropriate questions based on answers.
Social Desirability Bias: Tendency to give responses perceived as socially acceptable.
Straight-Lining: Response pattern where participants select the same option repeatedly.
Survey Fatigue: Decreased response quality due to survey length or frequency.
Unipolar Scale: Rating scale with single direction (e.g., none to extremely).
Vignette Questions: Scenarios presented to respondents for evaluation or judgement.
Yes/No Questions: Binary questions with only two response options.
Statistical Analysis & Techniques
Alpha Level: Probability threshold for determining statistical significance.
Analysis of Covariance (ANCOVA): Statistical method controlling for confounding variables.
Analysis of Variance (ANOVA): Technique comparing means across multiple groups.
Autocorrelation: Statistical relationship between a variable and its lagged values.
Bartlett’s Test: Statistical test for equality of variances across groups.
Bayesian Analysis: Statistical approach updating probability estimates with new data.
Beta Coefficient: Measure of relationship strength between variables in regression.
Binomial Test: Statistical test for proportions in binary data.
Bonferroni Correction: Adjustment for multiple comparisons to control Type I error.
Canonical Correlation: Analysis examining relationships between multiple variable sets.
Chi-Square Test: Statistical test for association between categorical variables.
Cluster Analysis: Statistical method grouping similar observations.
Cochran’s Q Test: Statistical test for differences in proportions across groups.
Coefficient of Determination (R²): Measure of variance explained by regression model.
Confidence Interval: Range of values likely containing the true population parameter.
Confirmatory Factor Analysis: Statistical method testing predefined factor structures.
Correlation Analysis: Statistical method measuring relationships between variables.
Correspondence Analysis: Technique visualising relationships in contingency tables.
Cronbach’s Alpha: Measure of internal consistency reliability.
Cross-Validation: Method assessing how statistical analysis generalises to independent data.
Design-Based Weighting Variance (Taylor Series) – for complex samples.
Discriminant Analysis: Statistical method predicting group membership.
Effect Size: Measure of practical significance of statistical findings.
Exploratory Factor Analysis: Statistical method identifying underlying factors.
F-Test: Statistical test comparing variances between groups.
Fisher’s Exact Test: Statistical test for association in small samples.
Friedman Test: Non-parametric alternative to repeated measures ANOVA.
Heteroscedasticity: Condition where variance is not constant across observations.
Hierarchical Bayesian (HB) Estimation – common in conjoint/U&A.
Homoscedasticity: Condition where variance is constant across observations.
Hypothesis Testing: Statistical method for making inferences about population parameters.
Independent Samples T-Test: Statistical test comparing means between two groups.
Interaction Effect: Situation where effect of one variable depends on another variable.
Interquartile Range: Measure of variability between 25th and 75th percentiles.
Kruskal-Wallis Test: Non-parametric alternative to one-way ANOVA.
Latent Class Analysis – segment discovery.
Levene’s Test: Statistical test for equality of variances.
Linear Regression: Statistical method modelling relationship between variables.
Logistic Regression: Statistical method for binary or categorical outcome variables.
MANOVA (Multivariate ANOVA): Analysis of variance with multiple dependent variables.
Mann-Whitney U Test: Non-parametric alternative to independent samples t-test.
Margin of Error: Range of values above and below sample statistic.
Mean: Average value of a dataset.
Median: Middle value when data is arranged in order.
Mode: Most frequently occurring value in a dataset.
Multicollinearity: High correlation between independent variables in regression.
Multiple Regression: Statistical method with multiple predictor variables.
Multivariate Analysis: Statistical analysis involving multiple variables simultaneously.
Non-Parametric Tests: Statistical tests not requiring normal distribution assumptions.
Normal Distribution: Bell-shaped probability distribution.
Null Hypothesis: Statement of no effect or no difference being tested.
One-Way ANOVA: Analysis of variance with one independent variable.
Outlier: Data point significantly different from other observations.
P-Value: Probability of observing results if null hypothesis is true.
Paired Samples T-Test: Statistical test comparing means from same subjects.
Parametric Tests: Statistical tests requiring specific distribution assumptions.
Pearson Correlation: Measure of linear relationship between continuous variables.
Percentile: Value below which a percentage of observations fall.
Post-Hoc Tests: Statistical tests following significant ANOVA results.
Power Analysis: Calculation of probability of detecting true effects.
Principal Component Analysis: Technique reducing dimensionality of data.
Propensity Score Matching – balance treatment/control in quasi-experiments.
Quartiles: Values dividing dataset into four equal parts.
Random Forest: Machine learning algorithm using multiple decision trees.
Range: Difference between maximum and minimum values.
Regression Analysis: Statistical method examining relationships between variables.
Reliability: Consistency of measurement across repeated administrations.
Repeated Measures ANOVA: Analysis of variance for multiple measurements from same subjects.
Sampling Distribution: Distribution of sample statistics across multiple samples.
Shapiro-Wilk Test: Statistical test for normality of distribution.
Significance Level: Probability threshold for rejecting null hypothesis.
Skewness: Measure of asymmetry in distribution.
Spearman Correlation: Measure of monotonic relationship between variables.
Standard Deviation: Measure of variability around the mean.
Standard Error: Standard deviation of sampling distribution.
Statistical Power: Probability of detecting true effects when they exist.
Statistical Significance: Determination that observed effects are unlikely due to chance.
T-Test: Statistical test comparing means between groups.
Time Series Analysis: Statistical method analysing data over time.
Trimmed Mean: A statistical measure calculated by removing a percentage of extreme values (outliers) from a dataset and then computing the mean of the remaining values. It provides a more robust measure of central tendency by reducing the impact of extreme values.
Two-Way ANOVA: Analysis of variance with two independent variables.
Type I Error: Incorrectly rejecting a true null hypothesis.
Type II Error: Failing to reject a false null hypothesis.
Validity: Extent to which a test measures what it claims to measure.
Variance: Measure of variability in a dataset.
Wilcoxon Signed-Rank Test: Non-parametric alternative to paired samples t-test.
Z-Score: Standardised score indicating standard deviations from mean.
Z-Test: Statistical test for means when population variance is known.
Digital & Online Research Terms
Ad Blocking: Technology preventing display of online advertisements.
Affiliate Marketing: Performance-based marketing where rewards are based on actions.
Algorithm: Set of rules or instructions for solving problems or completing tasks.
Analytics: Systematic analysis of data to discover patterns and insights.
Application Programming Interface (API): Set of protocols for building software applications.
Artificial Intelligence (AI): Computer systems performing tasks typically requiring human intelligence.
Attribution Window: Time period during which conversions are credited to marketing touchpoints.
Beacon Technology: Location-based technology using Bluetooth signals.
Big Data: Datasets too large and complex for traditional data processing applications.
Bounce Rate: Percentage of visitors leaving a website after viewing only one page.
Brand Mention: Reference to a brand name across digital platforms.
Chatbot: Computer program designed to simulate conversation with human users.
Click-Through Rate (CTR): Percentage of people clicking on a link out of total viewers.
Cloud Computing: Delivery of computing services over the internet.
Content Management System (CMS): Software for creating and managing digital content.
Conversion Rate: Percentage of users completing a desired action.
Cookie: Small file stored on user’s device to track website interactions.
Cookie-less Tracking (post-2025 privacy changes).
Cost Per Click (CPC): Amount paid for each click on an advertisement.
Cost Per Impression (CPM): Amount paid for every thousand advertisement impressions.
Cost Per Acquisition (CPA): Amount paid for each conversion or customer acquisition.
Customer Relationship Management (CRM): Technology managing company interactions with customers.
Data Analytics: Process of examining datasets to draw conclusions.
Data Visualisation: Graphical representation of information and data.
Deep Learning: Machine learning using neural networks with multiple layers.
Digital Marketing: Marketing using digital channels and technologies.
E-commerce: Electronic commerce conducted over the internet.
Engagement Rate: Measure of user interaction with content.
Event Tracking: Monitoring specific user actions on websites or apps.
Exit Rate: Percentage of visitors leaving from a particular page.
First-Party Data – customer-owned data assets.
Geofencing: Creating virtual boundaries around physical locations.
Google Analytics: Web analytics service tracking and reporting website traffic.
Heatmap: Visual representation of user behaviour on web pages.
Impression: Single instance of an advertisement being displayed.
Internet of Things (IoT): Network of interconnected devices collecting data.
JavaScript: Programming language commonly used for web development.
Keyword: Word or phrase used in search engines to find information.
Landing Page: Web page designed for specific marketing campaigns.
Machine Learning: AI subset enabling systems to learn from data.
Marketing Automation: Technology automating marketing processes.
Mobile Analytics: Analysis of mobile app and website usage.
Natural Language Processing (NLP): AI technology processing human language.
Omnichannel: Integrated approach across all customer interaction channels.
Organic Traffic: Website visitors from unpaid search results.
Page Views: Number of times a web page is viewed.
Paid Search: Advertising model where advertisers pay for clicks on search ads.
Panel Quality Score (e.g., QScore, TrustScore).
Personalisation: Tailoring content and experiences to individual users.
Pixel: Small piece of code tracking user behaviour on websites.
Programmatic Advertising: Automated buying and selling of online advertising.
Real-Time Bidding: Automated auction process for digital advertising.
Retargeting: Advertising to users who previously visited a website.
Search Engine Marketing (SEM): Marketing using search engines.
Search Engine Optimisation (SEO): Process of improving website visibility in search results.
Server-Side Tagging – GA4 & privacy-first analytics.
Session: Period of user interaction with a website.
Social Media Analytics: Analysis of social media platform data.
Social Media Listening: Monitoring social media for brand mentions and conversations.
Social Media Monitoring: Tracking social media platforms for specific keywords or mentions.
Unique Visitors: Number of distinct individuals visiting a website.
User Experience (UX): Overall experience users have with digital products.
User Interface (UI): Point of interaction between users and digital products.
Viral Coefficient: Metric measuring how effectively content or products spread through social networks.
Web Analytics: Collection and analysis of website usage data.
Website Traffic: Number of visitors to a website.
Zero-Party Data – data intentionally shared by the user (preference centres).
Specialised Research Areas
Advertising Research: Study of advertising effectiveness and consumer response to marketing communications.
Agricultural Research: Research focused on farming practices, crop yields, and agricultural economics.
Automotive Research: Study of vehicle preferences, transportation needs, and automotive industry trends.
B2B Research: Business-to-business research focusing on organisational buying behaviour and decision-making.
Clinical Research: Study of medical treatments, drugs, and healthcare interventions.
Communications Research: Study of message effectiveness, media consumption, and communication channels.
Consumer Behaviour Research: Study of how individuals make purchasing decisions and use products.
Corporate Research: Internal research conducted by companies for strategic decision-making.
Cross-Cultural Research: Study comparing behaviours and attitudes across different cultures.
Customer Experience Research: Study of customer interactions and experiences with brands.
Economic Research: Study of economic trends, market conditions, and financial behaviours.
Educational Research: Study of learning processes, educational methods, and academic outcomes.
Employee Research: Study of workforce attitudes, engagement, and organisational behaviour.
Environmental Research: Study of environmental issues, sustainability, and green consumer behaviour.
Financial Services Research: Study of banking, insurance, and investment services.
Food and Beverage Research: Study of food preferences, consumption patterns, and nutrition.
Government Research: Research conducted by or for government agencies and public policy.
Healthcare Research: Study of health behaviours, medical treatments, and healthcare delivery.
International Research: Cross-border research addressing global markets and cultural differences.
Media Research: Study of media consumption, audience measurement, and content effectiveness.
Non-Profit Research: Research conducted for charitable organisations and social causes.
Pharmaceutical Research: Study of drug development, medical treatments, and healthcare products.
Political Research: Study of political attitudes, voting behaviour, and public opinion.
Product Research: Study of product development, features, and consumer preferences.
Public Opinion Research: Study of public attitudes towards issues, policies, and candidates.
Retail Research: Study of shopping behaviour, store performance, and retail trends.
Social Research: Study of social issues.
Healthcare-Specific Research Methods & Engagement
Healthcare-Specific Research Methods & EngagementAdvisory Board Research: Strategic research method assembling groups of healthcare professionals to provide ongoing insights on medical trends, treatment protocols, and industry developments. Typically involves 8-12 experts meeting quarterly with structured agendas and compensation frameworks.
Clinical Decision Journey Mapping: Specialised research method tracking healthcare professionals’ diagnostic and treatment decision-making processes from patient presentation to treatment selection, including influence factors and information sources.
Clinical Evidence Review Research: Systematic research method where healthcare professionals evaluate and provide feedback on clinical data, study results, and evidence packages for new treatments or medical devices.
Continuing Medical Education (CME) Research: Study of educational preferences, learning patterns, and knowledge gaps among healthcare professionals to inform medical education programme development.
Digital Health Technology Adoption Research: Study of healthcare professionals’ attitudes, barriers, and adoption patterns regarding electronic health records, telemedicine, mobile health apps, and other digital healthcare tools.
Healthcare Professional (HCP) Segmentation: Market division of medical professionals based on speciality, practice setting, years of experience, patient volume, prescribing patterns, and technology adoption levels.
Key Opinion Leader (KOL) Research: Targeted research with influential healthcare professionals who shape medical practice and peer opinions within their specialities or therapeutic areas.
Medical Affairs Research: Research supporting scientific and clinical activities in pharmaceutical and medical device companies, including investigator-initiated studies and real-world evidence generation.
Peer-to-Peer Research: Research method leveraging healthcare professionals to interview other medical professionals, often resulting in more candid responses about clinical practices and challenges.
Physician Journey Research: Comprehensive study of healthcare professionals’ career development, from medical school through specialisation to practice evolution, including decision factors and support needs.
Point-of-Care Research: Study of healthcare delivery at the location where patient care occurs, examining workflow efficiency, technology integration, and patient-provider interactions.
Real-World Evidence (RWE) Research: Collection and analysis of data on healthcare treatments and outcomes from routine clinical practice rather than controlled trial environments.
Therapeutic Area Research: Specialised research focusing on specific medical conditions or disease areas, requiring deep clinical knowledge and regulatory understanding.
Healthcare Professional Engagement Strategies
Healthcare Professional Engagement StrategiesAdverse Event Reporting: Mandatory process for documenting and reporting unexpected medical occurrences during research, required under pharmaceutical regulations and medical device safety protocols.
Clinical Research Ethics: Framework ensuring healthcare professional research meets ethical standards, including informed consent, patient privacy, and conflict of interest management.
Good Clinical Practice (GCP): International quality standard for designing, conducting, and reporting clinical research involving human subjects, mandatory for healthcare professional studies.
Health Insurance Portability and Accountability Act (HIPAA) Compliance: US privacy regulation governing the handling of protected health information in healthcare research, with equivalent frameworks globally.
Institutional Review Board (IRB) Approval: Ethics committee review and approval process required for research involving healthcare professionals in clinical settings.
Medical Research Ethics Committee (MREC): Regulatory body reviewing research proposals involving healthcare professionals to ensure ethical standards and patient protection.
Physician Payment Sunshine Act Compliance: Transparency requirements for documenting payments and transfers of value to healthcare professionals participating in research.
Privacy and Confidentiality Protocols: Comprehensive frameworks protecting healthcare professional and patient information during research activities, including data encryption and access controls.
Research Governance: Systematic framework ensuring healthcare research meets quality, safety, and ethical standards while complying with regulatory requirements.
Therapeutic Goods Administration (TGA) Guidelines: Australian regulatory framework governing research involving healthcare professionals and medical products.
Professional Recruitment and Incentives
Academic Medical Center (AMC) Partnerships: Collaboration frameworks with university-affiliated healthcare institutions for recruiting physician researchers and accessing clinical populations.
Clinical Research Organisation (CRO) Partnerships: Collaborative frameworks with contract research organisations specialising in healthcare professional recruitment and study execution.
Fair Market Value (FMV) Compensation: Regulatory-compliant payment framework ensuring healthcare professionals receive appropriate compensation for research participation time and expertise.
Healthcare Professional Honoraria: Standardised payment structures for medical expert participation in research, advisory boards, and consulting activities, designed to meet regulatory compliance requirements.
Investigator Site Networks: Established relationships with clinical research sites and principal investigators for recruiting healthcare professionals in pharmaceutical and medical device studies.
Medical Society Partnerships: Collaboration with professional medical associations to access their member networks for research recruitment whilst maintaining ethical standards.
Opinion Leader Identification: Systematic process for identifying influential healthcare professionals within therapeutic areas based on publication records, speaking engagements, and peer recognition.
Professional Development Credits: Research participation frameworks offering continuing medical education (CME) credits, maintenance of certification (MOC) points, or other professional development benefits.
Specialist Referral Networks: Recruitment approach leveraging professional relationships between specialists and referring physicians to access hard-to-reach medical populations.
Teaching Hospital Collaborations: Research partnerships with academic medical centres providing access to resident physicians, attending physicians, and clinical faculty.
Data Collection Methodologies for Healthcare Professionals
Data Collection Methodologies for Healthcare ProfessionalsClinical Practice Pattern Analysis: Systematic study of how healthcare professionals diagnose, treat, and manage specific conditions in real-world practice settings.
Delphi Consensus Methodology: Structured communication technique using expert healthcare professional panels to achieve convergence of opinion on complex medical topics.
Electronic Health Record (EHR) Data Mining: Analysis of clinical data from electronic medical records to understand prescribing patterns, treatment outcomes, and healthcare delivery efficiency.
Medical Chart Review: Systematic analysis of patient medical records by healthcare professionals to evaluate treatment patterns, outcomes, and clinical decision-making processes.
Pharmaceutical Sales Data Analysis: Study of prescription data, market share information, and prescribing trends to understand healthcare professional behaviour and market dynamics.
Prescription Writing Simulation: Research method where healthcare professionals evaluate hypothetical patient scenarios and document their treatment decisions for analysis.
Real-World Data (RWD) Collection: Gathering information from healthcare delivery settings, including electronic health records, claims databases, and patient registries.
Retrospective Chart Analysis: Research method examining historical patient records to understand past treatment patterns and outcomes in clinical practice.
Treatment Protocol Development Research: Collaborative research with healthcare professionals to develop, test, and refine clinical practice guidelines and treatment algorithms.
Virtual Reality Clinical Simulation: Advanced research method using VR technology to study healthcare professional decision-making and skills in controlled, reproducible scenarios.
Quality Assurance and Validation
Clinical Data Verification: Process of confirming accuracy and completeness of healthcare research data through source document review and audit procedures.
Inter-Rater Reliability Assessment: Statistical measurement of agreement between healthcare professional evaluators in research studies requiring clinical judgement.
Medical Expert Validation: Quality assurance process involving independent healthcare professionals reviewing research findings for clinical accuracy and relevance.
Peer Review Validation: Quality control method where healthcare professionals evaluate research methodologies and findings within their areas of clinical expertise.
Professional Credentialing Verification: Process of confirming healthcare professionals’ qualifications, licensure, and good standing before research participation.
Research Site Monitoring: Systematic oversight of healthcare research locations to ensure compliance with study protocols and regulatory requirements.
Source Data Verification (SDV): Quality assurance process comparing research data to original medical records and source documents to ensure accuracy.
Standard Operating Procedures (SOPs): Documented protocols governing all aspects of healthcare professional research to ensure consistency and compliance.
Statistical Analysis Plan (SAP): Pre-specified analytical framework for healthcare research ensuring unbiased interpretation of results and regulatory compliance.
Training and Competency Assessment: Systematic evaluation of healthcare professionals’ understanding of research protocols and procedures before study participation.
Therapeutic Area Specialisations
Cardiology Research: Specialised research focusing on cardiovascular conditions, treatment protocols, and cardiac care delivery among healthcare professionals.
Dermatology Practice Research: Study of skin condition management, dermatological treatments, and cosmetic procedure adoption among dermatologists and related specialists.
Emergency Medicine Research: Research examining acute care delivery, emergency department workflows, and critical care decision-making among emergency healthcare professionals.
Endocrinology Research: Specialised research focusing on diabetes management, hormone therapies, and metabolic disorder treatment among endocrinologists and related practitioners.
Gastroenterology Research: Study of digestive system disorders, treatment approaches, and procedural adoption among gastroenterology specialists.
Mental Health Professional Research: Research examining psychiatric treatment approaches, therapy methodologies, and mental health service delivery among psychiatrists, psychologists, and counsellors.
Neurology Research: Specialised research focusing on neurological conditions, brain disorder treatments, and neurosurgical procedures among neurology specialists.
Oncology Research: Comprehensive research examining cancer treatment protocols, chemotherapy regimens, and oncological care delivery among cancer specialists.
Orthopedic Research: Study of musculoskeletal treatments, surgical procedures, and rehabilitation protocols among orthopedic surgeons and related specialists.
Pediatric Healthcare Research: Specialised research focusing on child healthcare delivery, pediatric treatments, and family-centered care among pediatric healthcare professionals.
Primary Care Research: Study of general practice medicine, preventive care delivery, and patient management approaches among family physicians and general practitioners.
Pulmonology Research: Research examining respiratory condition management, lung disease treatments, and breathing disorder protocols among pulmonology specialists.
Technology and Innovation Research
Artificial Intelligence in Healthcare Research: Study of AI adoption, machine learning applications, and automation acceptance among healthcare professionals.
Digital Therapeutics Research: Research examining healthcare professional attitudes toward software-based medical interventions and digital treatment platforms.
Health Information Technology (HIT) Adoption: Study of electronic health record implementation, clinical decision support systems, and digital workflow integration.
Medical Device Innovation Research: Research examining new medical technology adoption, device preferences, and clinical integration challenges among healthcare professionals.
Patient Portal and Digital Communication Research: Study of healthcare professional experiences with patient communication technologies and digital engagement platforms.
Precision Medicine Research: Research examining personalised treatment approaches, genetic testing integration, and individualised therapy adoption among healthcare professionals.
Robotic Surgery Research: Study of surgical robot adoption, training requirements, and procedural outcomes among surgical specialists.
Telehealth and Telemedicine Research: Comprehensive research examining remote healthcare delivery, virtual consultation effectiveness, and digital care integration.
Wearable Technology in Healthcare Research: Study of healthcare professional attitudes toward patient monitoring devices, fitness trackers, and remote patient management tools.
Clinical Decision Support Systems (CDSS) Research: Research examining computerised assistance tools for clinical decision-making and their integration into healthcare workflows.