Mediarun Glossary
Market research
How to check instead of guessing
25 terms in this section
A/B testComparing two versions of an element — such as a headline, price, or layout — on randomly split traffic to choose the more effective one.BLIND TESTA product test conducted without revealing the brand, often also to the surveyor.BRAND AWARENESSThe extent to which consumers recognize a brand and consider it when making a purchase.BRAND EQUITYThe added value a brand brings to a product: awareness, associations, perceived quality, and loyalty.BRAND LOYALTYA customer's willingness to choose the same brand again despite available alternatives.CAPIA face-to-face interview conducted using a tablet: the interviewer converses directly with the respondent and enters answers immediately.CATIA telephone interview conducted according to a script displayed on the interviewer’s screen.CAWIAn online survey conducted in a web browser, controlled by a research system.CLTA study conducted in a dedicated location where participants test products under controlled conditions.CONJOINTA method that examines how customers value individual product attributes — such as price, brand, and features — based on their choices among predefined product variants.CONVERSION RATEThe percentage of people who completed a target action — such as making a purchase, signing up, or sending a inquiry — out of all visitors.CUSTOMER JOURNEY MAPA visualization of the stages, channels, emotions, and obstacles a customer goes through from need to purchase and referral.CUSTOMER PERSONASSemi-fictional profiles of typical customers built from data and interviews: goals, concerns, behaviors.FGIA moderated discussion with a group of six to twelve people centered on a single topic: a product, advertisement, or concept.IDIAn individual, semi-structured conversation lasting 30–90 minutes, exploring motivations and personal stories.MARKET SEGMENTATIONDividing a market into groups of consumers with similar needs, characteristics, or behaviors.MARKETING FUNNELA model of the stages a customer goes through: from becoming aware of a brand to making a purchase and referring others.MAXDIFFA method for measuring feature importance: respondents select the most and least important item from a short set, repeated multiple times.MONADIC TESTA study in which each respondent evaluates only one product or concept.MYSTERY SHOPPINGA quality assessment method in which an auditor pretends to be a regular customer and evaluates the service process according to a predefined scenario.POSITIONINGThe way a brand should be perceived in the customer's mind relative to competitors.QUALITATIVE RESEARCHResearch involving small groups or individual people, uncovering motivations, attitudes, and the language people use to talk about a product. Not intended for statistical generalizations.QUANTITATIVE RESEARCHResearch conducted on a large group of respondents using the same questionnaire. Results are calculated statistically and generalized to the entire population.TARGET AUDIENCEA specific segment of consumers to whom you direct a product, message, or campaign.WTPThe highest price a customer is willing to pay for a product or service.