Market research glossary

The gamification of surveys, particularly those hosted online, are a particularly useful method of keeping participants engaged, especially for younger participants. Gamification means applying elements typical of game playing, such as point scoring, competition with others, to make participation in a survey fun.

One of the oldest market research techniques, a gang survey involves conducting research with a group of participants in a facility to test, view, and feel a product. The benefits of utilising a gang survey include immediate feedback on a product with its target customer. A more robust method may be ethnographical research or at-home user testing.

A market research session in which a large number of respondents take part at the same time. Gang tests often combine quantitative elements (e.g. self-completed questionnaires) and qualitative elements (e.g. moderator-led discussions).

A regulation in European Union law on data protection and privacy for all individuals that applies in the 27 EU Member States and the European Economic Area (EEA), a slightly larger grouping comprising the EU Member States plus Norway, Iceland and Liechtenstein. It also addresses the transfer of personal data from the EU and EEA areas to the rest of the world. All market research organisations operating in Europe are obliged to comply with the GDPR.

The cohort born between the early to mid-1960s and the early to mid-1980s. By the time they entered the workforce, lifetime employment was no longer the norm, and Generation X has been credited with being more entrepreneurial than the Baby Boomers as a result. They are also seen as more cynical and sceptical of authority and as seeking a better work-life balance than the Baby Boomers. This generation witnessed the emergence of music videos and mobile communications and by the time most of them entered the workforce, personal computers were becoming widespread in business.

Also known as Millennials. The cohort born between the early to mid-1980s and early to mid-2000s. They were entering the workforce as the financial crisis of 2008 struck and their employment prospects have been severely impacted by the recession that followed. They are seen as more socially liberal than earlier generations on issues such as gender definitions and same-sex marriage. Generation Y grew up using personal computers at school and at home, and mobile phones and social media to communicate with their friends.

Also known as Digital Natives. The cohort born in the early to mid-2000s. Since the oldest members of this generation are not yet 18, it is too soon to say how their behaviour and attitudes as adults may differ from previous generations. The internet was already pervasive when this generation was born and they have used smartphones from a young age.

A technique that uses GPS and location-based data to study consumer movement patterns, store visits, and regional preferences. Often used in retail, advertising, and urban planning research.

In the market research world, geographics involves dividing potential consumers into groups by postal/zip code, city, region or country. It can be helpful when considering factors that can affect research outcomes and even outlining a research project, such as climate and population density.

A growth rate is defined by the percentage increase or decrease in a specific metric over a period of time, typically one year, or several years. Market growth rate is a key indicator for businesses to assess progress and predict future competitiveness.