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.

All | A B C D E F G H I K L M N O P Q R S T U V W

There are currently 4 names in this directory beginning with the letter Q.

QR Market Research Surveys

The term QR Market Research or Quick Response Market Research refers to the method of providing consumers with a QR code that they use to access a survey. QR codes are digital squares that contain a matrix barcode that can be read by QR barcode readers and camera phones. Once scanned, they open up a survey in the phone’s browser.

Qualitative Market Research

Qualitative research involves the non-numerical exploration of a subject area for the purposes of uncovering insights relating to consumers’ perceptions, feelings, thoughts and opinions. Qualitative research is most often undertaken face-to-face via focus groups and depth interviews, although it can be undertaken online via groups, bulletin boards and market research online communities (MROCs). It involves the use of unstructured discussion guides that are responsive to discussion flow and may be amended throughout the project. The interpretative input of the researcher is key to turning qualitative findings in to meaningful insight. For more on Brandspeak’s qualitative research expertise please contact enquiries@brandspeak.co.uk or call +44 (0)203 858 0015

Quantitative Market Research

Quantitative research is a catch-all term used to describe a wide variety of research approaches that focus on the incidence and statistical relationship of variables that may reflect consumer perceptions, needs, and behaviours. Quantitative research is characterised by the use of structured questionnaires and set questions with limited responsiveness to context. The research is most often undertaken online, but may also be face-to-face, via phone or kiosk. Sample sizes tend to be large and the outputs are subject to statistical analysis. For more on Brandspeak’s quantitative research expertise please contact enquiries@brandspeak.co.uk or call +44 (0)203 858 0015

Quota Sampling Research

Quota sampling reflects the gathering of representative data from a group. As opposed to random sampling, it requires that representative individuals are chosen out of a specific subgroup. Quota sampling ensures that the sample group is representative of the population that is the subject of the research.

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TEAKI LTD

Brandspeak is an absolute pleasure to work with! I’ve collaborated with them on a few projects for online research for their clients. The experience they bring to each and every project is very thorough, and their survey design work is very well put together. Looking forward to many more projects with the folks at Brandspeak!

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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

We asked support for the Campaign Evaluation Research of our TVCM campaign. They organized and prepared everything on time, and we could get the necessary information as requested. Thanks to them, we could learn a lot of things and could improve our future marketing strategies. We are looking forward to working with them again!

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

Working with Jeremy from Brandspeak has opened my eyes to how powerful good quality quantitative data can be to inform and drive better business decisions.

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.