Market research glossary

An observation room is usually present within a market research facility. Used during in-person research methods, such as focus groups or usability testing sessions, the room is often set up with a one-way mirror and audiovisual equipment so that clients and researchers can observe participants’ behaviour and interactions with products and each other. The benefits of this discreet observation style include being able to observe the natural behaviour of participants without disturbing their real-time interactions or subliminally influencing participants taking part in research.

Also known as a two-way mirror. In a viewing facility, a window that separates the client viewing area from the respondents’ area. From the respondents’ side the window looks like a mirror, but from the client side it looks like a piece of tinted glass, allowing the client representatives to see the respondents.

Online research typically held over the course of several days. Participants will be expected to contribute to activities such as online chats and respond to stimulus material that is provided by a moderator. Usually, online bulletin boards offer flexibility by allowing participants to respond at a time that suits them, which helps to reduce the drop-out rate.

Online market research is rapidly growing in use around the world. The benefits of conducting market research online are fast access to a wide range of participants, easy-to-use tools to assist survey creation, and research that can be done anytime, anywhere. Methodologies that can be conducted online include online focus groups, online in-depth interviews, online surveys, and online bulletin boards.

An online panel is a pre-screened group of individuals who volunteer to take part in surveys, focus groups or other types of market research. An online panel is easy to reach out to via email or text, making recruitment of a specific target audience for any type of market research fast and simple.

Also known as an unstructured question. Survey questions that the respondents answer in their own words rather than selecting from pre-defined  answers. Open-ended questions can provide more qualitative information than closed questions but a survey with too many open-ended questions can tire respondents.