Market research glossary

Enabling is a qualitative technique most often used in depth interviews, and occasionally in focus groups. It involves the use of indirect prompts, such as using an imaginary scenario, to encourage participants to express thoughts and meanings that may be difficult to give in direct terms. The aim is for participants to express themselves more honestly with the hopes of gaining deeper insights than they might spontaneously give.

Energy and utilities research covers a range of topics, such as electricity, water, heating, and current topics such as energy conservation, fossil fuels and the move towards green energy. FieldworkHub have delivered projects with consumer audiences, such as interviewing customers on smart home energy devices, and B2B audiences, for example, depth interviews with influencers in the energy sector

A membership organisation representing the interests of the data, research and insights profession at an international level. Joint publisher of the ICC/ESOMAR Code of Marketing and Social Research Practice.

After an agency decides a project is feasible, an estimate breakdown for how much the project will cost and each element that the agency will undertake will be delivered to the client.

A qualitative market research technique in which respondents/participants are observed using products and services in their own environment, e.g. using a kitchen appliance to make a meal in their own home.

An executive summary is delivered at the conclusion of a market research project. It is a written report including an overview of the main points of discovery reached during fieldwork, and occasionally, recommendations on how the client can utilise the findings of the research.

Interview conducted with a customer leaving a shop, restaurant etc to find out about their experience. Exit interviews are typically short quantitative interviews designed to find out what proportion of departing customers bought something, the reasons why they bought or did not buy, and how likely they are to return. These interviews can identify brand, product or customer experience issues which have been previously unknown or provide a new perspective on known issues. The insight gained can then be used  to increase levels of customer satisfaction and retention.

Mostly utilised in the preliminary stages of a research project, exploratory research is a method of investigating a new or previously under-researched topic. The overall aim is to form new ideas around a particular topic, with flexibility in mind.

Research using sensors to identify what a participant is looking at, reading, missing or ignoring. It also shows how long a person spent looking at something and the journey that their gaze took before and afterwards. Simple eye-tracking for screen-based stimulus material (e.g. TV ads or website) can be carried out using a webcam, but a greater degree of precision is possible with specially designed eye-tracking glasses which generally use infra-red light to illuminate the participant’s eyes and monitor where the pupils are looking.