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 6 names in this directory beginning with the letter O.

Omnibus

An omnibus is a quantitative research approach whereby several different clients effectively buy space on a multi-brand survey to which they add their questions. The survey then goes out to a pre-recruited audience (often of c. 1000 respondents) that is nationally representative. Omnibuses are typically run weekly so clients can submit questions and get answers very quickly. Costs are shared amongst the brands taking part so the approach is highly cost-effective if answers are required to only a few questions. Omnibuses used to be conducted by phone or post but today the majority are online. Once the survey has been run, data relating to the clients’ questions is typically cross-referenced with classification data and provided to the client in the form of data tables or more detailed reports.

Online Bulletin Board

A bulletin board is a form of online research typically run over the course of several days. Respondents may be required to take part in a number of different activities including discussions, pop-up surveys, responding to stimulus material, uploading videos etc. Bulletin boards offer real flexibility. Respondents can log on and participate at times of the day that suit them, meaning that drop-out rates are relatively low. The moderator has the option to change focus or stimulus materials at any point, depending on the responses being achieved and the direction they are taking.

Online Focus Groups

An online focus group is a discussion of 60-90 minutes duration between a moderator and usually 8-10 respondents, run over the internet. Online focus groups are either conducted as chat-only, or with webcams so the respondents and moderator can see each other. They have advantages over focus groups in terms of convenience, time and cost savings, as well as being useful for bringing together respondents who are geographically disparate.

Online Market Research

This is a catch-all term to describe any form of research undertaken over the internet. Consequently, it covers all forms of online qualitative and quantitative research and surveys that run from just a few minutes to weeks or months.

Online Qualitative Research

This is a catch-all term used to describe any form of qualitative research conducted online. This includes online focus groups, bulletin boards, market research online communities (MROCs) and depth interviews.

Online Research Community

Also called Market Research Online Communities or MROCs. A closed network of respondents who undertake a variety of qualitative and quantitative tasks on a specific topic – potentially over a period of weeks.

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TEAKI LTD

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Lauren Williams

We worked with Brandspeak on a brand awareness project and we were extremely pleased the quality of service and the process. They understood the complexity of the briefs and ask plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them

Steven Hughes

Regatta Ltd

Brandspeak are fantastic to work with. They listened to our brief carefully, understood exactly what was required, then got cracking. They delivered exactly what we were after, presenting to us often complex data in an easy-to-understand fashion, enabling us to take the work forward and really make use out of it. Mark in particular was amazing to work alongside, and I wouldn't hesitate to recommend both him and Brandspeak in the future. Thank you!

Sam Heague

Extracover Limited

Brandspeak were very helpful through this project. With regular check ins with the team to finesse the brief, through to consistent communication during the research and results delivered promptly, I can't fault the team. The results have been helpful in shaping the future of our brand strategy

Harry

Brandspeak are fantastic to work with. They listened to our brief carefully, understood exactly what was required, then got cracking. They delivered exactly what we were after, presenting to us often complex data in an easy-to-understand fashion, enabling us to take the work forward and really make use out of it. Mark in particular was amazing to work alongside, and I wouldn't hesitate to recommend both him and Brandspeak in the future

Zego

Brandspeak were very helpful through this project. With regular check ins with the team to finesse the brief, through to consistent communication during the research and results delivered promptly, I can't fault the team. The results have been helpful in shaping the future of our brand strategy

Lifestory

We worked with Brandspeak on a brand awareness project and we were extremely pleased the quality of service and the process. They understood the complexity of the briefs and ask plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them

Regatta Outdoors

We've used Brandspeak for a number of projects over the years and have always found them a great font of knowledge and a great team to work with on consumer insights and data. Their work has been incredibly valuable to us and we'd have no hesitation working with them again in the future

Dairy UK

Brandspeak are a fantastic market research partner. They tackle briefs head on and ask plenty of questions to make sure they fully understand the objectives, as well as challenge anything that could impact the quality of the research. They're good storytellers and presenters so it's very easy to understand their findings and share further with stakeholders. Would highly recommend.

Samantha Neville

Communications & Engagement Manager | NHS

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Tomoki Kawai

Marketing Manger | Kikkoman

Brandspeak were a pleasure to work with. They're extremely helpful and professional and truly experts in everything they do. They were able to help us and provide valuable knowledge throughout the entire process, from helping curate survey questions, carrying out the research and feeding back the results in a clear and proficient way, all with exceptional communication. Thank you Mark Bagnall and the Brandspeak team. Would recommend and definitely use again.

Grace Hughes

Blink

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Adrian Chatterton

UK Product Manager, Spine & Orthobiologics, Stryker

We worked with Brandspeak on some qualitative research for a significant redesign of our products and our brandmark. Their approach was extremely professional, they took the time to clearly understand the brief and overall were very informed in the world of research. I wouldn’t hesitate to recommend them or use them again in the future.

Victoria Leigh-Pearson

Director, Group Sales & Marketing, John Ross Jr (Aberdeen) Ltd/Coln Valley Smokery Ltd/PR Foods

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DLKW

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Leading life and pensions provider

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Verity Kimber

EU Transition Manager, SHOTT Beverages

Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.