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, particular information technology. It can involve interviewing consumers on their perceptions of new technology, user testing new apps or services, all the way up to interviewing policymakers who influence the way in which technology and technology firms regulated. FieldworkHub specialises in technology research, and has sucessfully completed hundreds of technology projects, on topics such as virtual reality headsets, mobile apps, online advertising, social media, B2B software 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.

FieldworkHub has extensive experience in delivering market research on topics relating to transport and logistics. Transport research can involve collectng data from consumers who engage with transport and logistics companies and from B2B profiles who work within the sector. Our past experience in this area includes depth interviews with people who have experienced harassment while travelling on UK trains, an online bulletin board about public transport in Germany, ethnographic research on personal mobility in the UAE, on site interviews with shipping and logistics companies in Turkey and video interviews with fleet managers in the UK.

Travel, tourism and recreation market research is a topic that FieldworkHub is very familiar with, and we have previously conducted research on a wide range of topics in this sector such as hotels, air travel, experiences of 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.

Also known (somewhat confusingly) as a One-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.