Market research glossary

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.

A verbatim is a ‘word-for-word’ comment or response from a participant in a market research study. In quantitative research surveys, verbatim refers to the responses given to open-ended questions. The verbatim is then broken down using the process of coding, which allows clients to track clear patterns of responses. In qualitative research, a verbatim transcript records everything that the respondent says, including hesitations and grammatical errors. A variation of verbatim transcripts is ‘intelligent verbatim’ where hesitations (e.g. ‘ums’ and ‘ers’ in English) are ignored and minor mistakes in grammar corrected to create a transcript which flows more smoothly.

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.

A venue designed specifically for hosting qualitative market research sessions. It will be equipped with audio and video recording and streaming facilities. A ‘direct viewing’ facility 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. Alternatively, a viewing facility may have a CCTV arrangement so observers can watch the proceedings on a TV screen in a different room to the Respondent room.

Vox pops are short, spontaneous interviews with individuals (usually members of the public) which are usually recorded and aim to capture a diverse range of views on a topic in a manner which is engaging and relatable. The terms derives from the Latin vox populi, meaning “voice of the people” and is used in broadcasting as well as in market research.