AC Nielsen
A pioneer of the market research industry, founded in Chicago in 1923 by Arthur C Nielsen. The main expertise is in consumer marketing and media research. It opened in the UK in 1939 and more widely ...
aided recall
In market research, a technique to determine how well an advertisement is recalled by a subject prompted with hints or clues. In contrast, unaided recall elicits subjects' recollections of a specific ...
applied research
A survey that is used to answer a specific question, determine why something failed or succeeded, solve a specific, pragmatic problem, or to gain better understanding.
atmosphere
A part of retail image that is created by a blend of sensory effects intended to create a specific shopping mood.
attitude measurement
Any attempt to survey and measure people's attitudes in relation to a topic, whether by academic social scientists, market researchers, media industry researchers, or public opinion pollsters. ...
audience research
A focus on audience statistics relative to use of various types of media—for example, circulation, readership, demographics, lifestyle, viewership, quality, etc.
bias
Systematic distortion of results or findings from the true state of affairs, or any of several varieties of processes leading to systematic distortion. In everyday usage, “bias” often implies the ...
brand personality
1. A set of human characteristics associated by consumers with a company, product, or service.2. A specific personification of a company, product, or service: for instance, elicited for market ...
causal research
Research that helps marketers identify a specific factor that causes an effect in the marketplace. See also market research; direct marketing.
communication design
An emergent field of disparate specialisms sharing a common concern for matching design features and media to different target audiences, contexts, and functions. It spans such areas as: advertising, ...
competitor analysis
The gathering of data about a competitor’s products and prices in order to identify actual or future sources of competitive advantage. An understanding of a competitor’s strengths and weaknesses will ...
concept development
A process of successively refining, amplifying and enhancing the basic idea of the product. While concept development is often conducted haphazardly, it can and should be a highly organized ...
concept test
A technique used in marketing research to assess the reactions of consumers to a new product or a proposed change to an existing product (see new product development). Before an organization invests ...
consumer behaviour
The way in which consumers choose how to use their incomes. In economic theory it is usually assumed that every consumer is aware of their wants and how to satisfy them and that consumers attempt to ...
consumer jury test
A method of testing advertisements that involves asking consumers to compare, rank, and otherwise evaluate the ads. See also market research.
consumer panel
A form of sample surveying where data is collected from the sample of consumers on more than one occasion. These panels are used to test new products or to modify or improve existing ones. These can ...
consumer research
Any form of marketing research undertaken among the final consumers of a product or service. For example, a manufacturer supplying man-made fibres to a shirt factory might undertake consumer ...
continuous research
A research activity planned to provide regular information from systematic ongoing data collection from key sources. This could, for example, include: sales quantity and value by individual customer; ...
cross impact analysis
A qualitative forecasting technique that involves the assessment of the impact of key trends. This is a relatively inexpensive technique that allows regular updates as situations develop. See also ...
customer value analysis
An analysis conducted to determine which benefits or features target customers value and how they rate the relative value of various competitors' offers. See also conjoint analysis; market research.
