Market research glossary

A target population is a group of participants that share similar demographics that a business may be aiming to attract. Often, a larger sample of participants is filtered down to find the target population most suitable for research on a specific topic. For example, if looking to conduct a survey on perceptions of the London rental market, a suitable target population would be those with London postcodes.

Technology market research revolves around new and emerging technologies. It can involve interviewing consumers on their perceptions of new technology, user testing new apps or services, all the way up to interviewing policy makers who influence change in the way technology is utilised in society. FieldworkHub specialise in technology research, and have conducted sessions on topics such as virtual reality headsets, mobile apps, online advertising, social media, and public policy topics.

A qualitative in-depth interview conducted remotely. It may be conducted by telephone but strictly speaking, any form of remote depth interview (e.g. an online video interview) is also a tele-depth interview since the word “tele” is derived from the Greek for “far”.

Close an interview or screening process, typically by disqualifying a prospective participant from further consideration during screening. Also referred to as screening out.

Within the context of market research, this relates to the examining of text written by or about customers with the aim of locating sentiment, issues and opportunities that may not be picked up by other forms of monitoring or research. This is often assisted by text analysis software which helps segment the data and identify any patterns that exist.

A summary report from a market research study, containing key findings and recommended actions. A topline report does not provide detailed data nor explain methodologies but is an appropriate option for clients needing to understand the key conclusions without point-by-point explanation. See also Full Report.

Market research conducted specifically for the transport and logistics sector is a topic FieldworkHub have extensive experience in. Transport research can involve surveying both consumers who engage with transport companies and B2B profiles who work within the logistics sector. Some examples might include customers of a shipping company, or fleet managers who are involved in providing logistics services.

Travel, tourism and recreation market research is a topic FieldworkHub are very familiar with, encompassing a wide range of topics such as hotels, airports, experiences applying for visas and travel insurance. We also cover consumer research on luxury travel, sports and music.

The practice of identifying and evaluating emerging patterns in consumer behaviour, market dynamics, or industry developments to anticipate future shifts and opportunities. This is often carried out by carrying out research on a regular basis with similar research questions each time.

A group discussion involving three respondents.