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.

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

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.

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

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

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.

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

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.

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

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.

NPS stands for Net Promoter Score, a measure of customer loyalty based on the recommend question.

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

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.

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

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.

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

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.