Glossary

Brandspeak has compiled this market research glossary to provide definitions for some of the most commonly used research terms – we hope you find it useful. If you feel that key words or phrases are missing or in any way incomplete, please let us know so that we can keep evolving these pages.
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There are currently 7 names in this directory beginning with the letter E.
Econometrics
The analysis of economic systems containing supply and demand data using statistical models.

Elasticity
A measurement that explains the extent of the shift in one variable as a response to movement in another.

ESOMAR
The European Society for Opinion and Market Research (ESOMAR) was founded in 1948 and has more than 4,900 members in over 130 countries. ESOMAR's mission is to promote the use of opinion and market research for improving decision-making in business and society world-wide. For more information see https://www.esomar.org

Ethnographic Research
Ethnographic research refers to the observation of individuals or groups of individuals within the context of their environment. Ethnographic research may last hours, weeks or even months. It is used by brands to gain detailed insight in to the behaviours, interactions, perceptions, needs and wants of consumers in situations where their brands either are or could be present. The outputs, even from the briefest of studies, can provide exciting insights that drive innovation, brand extension, advertising development and customer experience enhancements.

Ethnography
In research terms, ethnography refers to the process whereby a qualitative researcher will spend hours, days or weeks observing and/or interacting with participants in the course of their everyday lives, in order to shed light on their needs, attitudes and behaviours in relation to certain product sectors or brands. This form of research is often used to spot new product opportunities or help define the criteria for successful product development. For more on Brandspeak’s approach to ethnography please contact enquiries@brandspeak.co.uk

Exit Interviews
This form of market research is often conducted by retailers who wish to understand why a departing customer or employee may not intend to shop or work there again. Exit interviews can identify brand, product, customer experience or employment issues which have been previously unknown or provide a new perspective on known issues. Their role is to allow organisations to identify the insight required to increase levels of customer and / or employee satisfaction and retention.

Eye-Tracking Research
Eye-tracking is a neuroscience-based research application that refers to the use of infrared sensors to identify precisely what a person is looking at, what they read and what they miss or ignore. It also reveals how long a person spent looking at something and the journey that their gaze took before and afterwards. Eye-tracking is ideal for both static and dynamic content such as TV ads, out-of-home posters, websites and more. Eye-tracking technology is available in static and portable formats, making it a highly flexible research tool. Eye-tracking is often combined with other forms of neuro measurement such as Facial Coding to develop a highly sophisticated level of understanding of the consumer’s interaction with specific forms of media content.

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