Market Research & Survey Terms Explained

A 360-degree feedback is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Acquiescence bias is the tendency to agree with survey statements regardless of their content.

Ad testing uses surveys to evaluate creative material before a campaign goes live.

Aided awareness measures brand recognition when prompted; unaided tests whether people recall your brand without cues.

A annual engagement survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Audience research is the process of learning who your customers and prospects are.

A benchmarking survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A branching logic is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A brand association is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Brand awareness is the degree to which a target audience recognises and recalls your brand.

A brand consideration is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Brand equity is the commercial value a brand adds to a product beyond its functional attributes.

A brand health survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A brand loyalty is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A brand perception is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A brand positioning survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A brand sentiment is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Brand tracking is the ongoing measurement of key brand metrics to monitor how your brand's position changes over time.

A branded survey displays your logo, brand colours, and custom domain instead of default platform styling.

A buyer persona is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

CSAT meaning, formula and examples explained. Learn how to calculate Customer Satisfaction Score using the top-2-box method.

A churn rate is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A churn survey asks customers why they cancelled or stopped using a product.

A close the loop is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A closed-ended question is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A competitor brand analysis is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Concept testing is a survey research method used to evaluate an idea before launch by showing it to the target audience and measuring appeal, relevance, clarity, uniqueness and purchase intent. Results are analysed through scores, comparisons, open-text feedback or choice-based methods such as MaxDiff.

Confidence interval is a statistical range used to estimate where a true population value is likely to fall, based on a sample result. It is calculated from the estimate, standard error and chosen confidence level, with the lower and upper ends often called confidence limits.

A consumer insight is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A cross-sectional study is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A crosstabulation is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Customer Effort Score (CES) is a customer experience metric that measures how easy or difficult it is for a customer to complete a task, resolve an issue or use a service. It is usually measured with a short CES survey and calculated as an average score or positive-response percentage.

A customer feedback programme is a structured, ongoing system for collecting, analysing, and acting on customer input.

A customer health score is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A customer journey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A customer journey mapping is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A customer lifetime value is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A customer satisfaction index is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A data collection is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A data visualisation is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A demographic survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A dichotomous question is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A double-barrelled question asks about two separate things in one.

A email survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

An embedded survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

An employee engagement survey measures how committed, motivated, and connected employees feel.

An exit survey is a questionnaire completed by employees who are leaving an organisation.

A feedback loop is a process of collecting customer or employee input, acting on it, and communicating what changed.

A forced choice question removes the neutral or don't know option, making respondents commit to a direction.

A funnel questions is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A in-app survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A intercept survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A leading question steers respondents toward a particular answer through its wording or framing.

A psychometric rating scale - typically 5 or 7 points - used to measure attitudes, opinions, or agreement levels.

A longitudinal survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A margin of error is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Market research is the process of collecting and analysing information about customers, competitors, demand, pricing, market size and buying behaviour. It uses primary methods such as surveys and interviews, plus secondary sources such as market research reports, industry data and competitor analysis.

A matrix question is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A maxdiff is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A mixed methods research is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A mobile survey is a questionnaire designed and optimised for completion on smartphones and tablets, with layouts, question formats, and interaction patterns suited to small touchscreens.

A multiple choice question is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Net Promoter Score (NPS) is a customer loyalty metric that measures how likely customers are to recommend a company, product or service to others. It is calculated by subtracting the percentage of detractors from the percentage of promoters on a 0 to 10 recommendation scale.

A non-response bias is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

An onboarding survey collects feedback from new employees about their first weeks.

An online survey is a questionnaire distributed and completed over the internet, typically via email, a direct link, or embedded on a webpage.

A open-ended question is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Order bias occurs when the position of a question or answer option influences how respondents reply.

A panel survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A post-event survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A post-purchase survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A price sensitivity survey asks customers about their pricing expectations to inform pricing strategy.

A primary research is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A product validation survey is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A product-market fit is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A psychographic segmentation is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A pulse survey is a short, frequent check-in with employees designed to track engagement trends.

A qualitative research is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A questionnaire is a structured set of written questions designed to collect specific information from respondents, used as the core instrument in surveys and other research methods.

A random sampling is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A ranking question is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A rating scale is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Relational NPS measures overall loyalty at regular intervals; transactional NPS captures sentiment after a specific interaction.

A respondent is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A response bias is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Response rate is the percentage of people who complete a survey out of the total number who were invited or sent it, calculated by dividing completed responses by total invitations and multiplying by 100.

Sample size is the number of respondents, observations or cases included in a study, survey or experiment. It is calculated from the confidence level, margin of error, population variability and research design, with larger samples usually giving more precise estimates.

A secondary research is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A segmentation is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A semantic differential scale is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A sentiment analysis is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Skip logic is a survey feature that automatically routes respondents to a different question or section based on how they answered a previous question.

A social desirability bias is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Statistical significance is a hypothesis-testing result that indicates whether an observed difference, relationship or effect is unlikely under a specified null hypothesis. It is usually assessed with a p-value compared against a chosen significance level, commonly 0.05.

A stratified sampling is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

A survey is a structured research instrument that uses a standardised set of questions to collect data from a defined group of respondents.

Survey analytics is the process of examining, interpreting, and presenting survey data to extract meaningful conclusions and support decision-making.

A survey bias is a concept in survey and market research that helps researchers collect, structure, or interpret data more effectively.

Survey branding is the practice of applying your visual identity to your surveys.

Survey design is the process of planning and structuring a survey - its questions, order, format, and logic to collect accurate, relevant, and actionable data from a defined group of respondents.