Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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Validity
Validity is a term in market research referring to how accurately a methodology measures the intended objective. When research is conducted with validity in mind, it ensures the results are truthful and result in more well-informed business strategy. Poor validity results in misleading data that can lead to incorrect conclusions.
Verbatim
A verbatim is a ‘word for word’ comment or response from a participant in a market research study. Used mainly in quantitative research surveys, verbatim is taken down during open-ended questions. The verbatim is then broken down using the process of coding, which allows clients to track clear patterns of responses.
Video survey
A type of unmoderated qualitative research in which participants respond to a series of questions or instructions by making a short video (usually on their smartphone) giving their answer. These videos are then uploaded for the client or moderator to review.
Viewing facility (or Viewing studio)
A venue designed specifically for hosting qualitative market research sessions. It will be equipped with audio and video recording and streaming facilities and usually enables the clients to watch the research taking place from a viewing area which is separated from the respondents’ area by a One-way Mirror.