Market research glossary

Sample described as unbiased means choosing participants based on chance through a larger group, rather than being specifically chosen by a researcher. This is created through simple random sampling, where every person in the population has an equal chance of being selected to become part of the sample.

A type of question in which respondents are asked to name all the brands that they can think of in a particular category (e.g. what brands of smartphone can you name?).

A market research technique in which respondents/participants are asked to perform a task or a series of tasks while being recorded or observed by a researcher with the aim of finding out where they encounter difficulties or experience confusion. Online retailers and service providers frequently conduct usability testing to test how easy their websites are to use.

A survey designed to identify how often consumers are buying a particular product or brand versus competing products or brands and what they feel about a particular product or brand compared to its competitors. Often used as part of Product Positioning Research.

The study of how users interact with a product, service, or website to improve usability, functionality, and overall customer satisfaction. UX research includes usability testing, eye-tracking, and A/B testing.

The experiences that a person has when using or interacting with a particular product or service. Often used in relation to software applications or websites – for example the experience of using an e-commerce site. By mapping the user journey and identifying problem areas, website and application designers aim to improve the user’s  experience.