Market Research Glossary
Clear, concise definitions of the most important terms in market research, consumer insights, and artificial intelligence applied to marketing.
Brand Tracker
A continuous monitoring tool that measures brand health over time.
Demand Spaces
Unmet demand segments that represent growth opportunities for brands.
Conjoint Analysis
A statistical methodology that evaluates consumer preferences for product attribute combinations.
U&A (Usage & Attitudes)
A study analyzing consumer usage patterns, attitudes, and motivations toward a category.
MaxDiff
A research technique that identifies consumers' most and least important preferences.
Packaging Test
Package design evaluation measuring visual appeal, communication, and shelf impact.
Concept Test
Product concept validation measuring appeal, purchase intent, and relevance.
Pricing Research
Research to determine optimal product pricing using techniques like Van Westendorp and Gabor-Granger.
NPS (Net Promoter Score)
A metric measuring customer loyalty based on willingness to recommend a brand.
BHT (Brand Health Tracking)
Comprehensive brand health monitoring combining awareness, equity, and experience metrics.
MMM (Marketing Mix Modeling)
A statistical model quantifying each marketing channel's impact on sales and ROI.
Geomarketing
Geographic and demographic data analysis to optimize commercial and location strategies.