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 16 names in this directory beginning with the letter S.

Sample / Sampling

The sample is a quantitative research term that refers to the group of individuals being researched – or sampled. A sample is configured to be representative of a larger population of interest meaning that research results based on that sample may be generalised to the whole of that population.

Sample Size

This term refers to the number of respondents within the sample. It is an important consideration as sample size will determine, in part, the credibility and reliability of the research results.

Screener

A screener is a brief survey comprising filter questions designed to determine whether or not an individual is eligible to take part in a specific market research project. The questions reflect the individual recruitment criteria agreed between the client and the research agency.

Secondary Research

This term refers the process of undertaking research using available (secondary) data, rather than commissioning and undertaking new research in to the subject

Self-Ethnography

The process of exploring culture, interactions, behaviours, decisions, thoughts and opinions through the eyes of the subject. Consumers respond to the prompts of a moderator, recording thoughts, feelings and decisions on a regular basis via online diary entries and by mobile video.

Semiotics

The word ‘semiotics’ comes from the Greek, ‘semei-’, meaning ‘sign’ and can be defined as ‘the science of signs’. As individuals, we all use semiotic systems on a daily basis as we make even the most basic decisions. For example, the words and phrases we select to express what we wish to say. The clothes and accessories we choose to wear when we get up in the morning. The food from the fridge that we judge best able to fulfil our needs at a given moment in time. All of these decisions are made using semiotics. Market research uses semiotics too, to help understand how individuals decode their environments – and ascribe meaning to the brands they use. This understanding can be invaluable in helping to create marketing communications that are able to conduct a dialogue with consumers at both conscious and subconscious levels.

Sentiment analysis

This term refers to the process of examining multiple online comments (potentially relating to an individual, a brand or a campaign) in order to determine the key, underlying sentiment(s) – whether positive, negative or neutral. Sentiment analysis is a key part of social listening.

Sequential Monadic Evaluation

This relates to the process whereby two or more products are evaluated in isolation, rather than in comparison to each other. Over the course of several (for example) groups or interviews, the sequence in which the products are introduced is changed to avoid ‘order bias’.

Shopper Intercepts

Shopper intercepts are a form of qualitative research conducted with customers who have just had an experience of the brand, or made a purchase, or who intended to make a purchase but ultimately failed to do so. Consumers are approached during or immediately after their ‘shop’ and then screened before being invited to take in a short survey either immediately – or at some date in the near future. The role of the intercept may be to: Evaluate the customer experience just received Ascertain reactions to a product sampling Focus on the brands that were under consideration Identify why no purchase was ultimately made For more on shopper intercepts from Brandspeak please contact enquiries@brandspeak.co.uk or call +44 (0)203 858 0015

Simple Linear Correlation

Simple linear correlation is a measure of the degree to which two variables vary together, or a measure of the intensity of the association between two variables.

Social Media Listening

This involves the monitoring of social media channels for mentions of your brand, product, service, competitors – or indeed any other themes. As opposed to social media monitoring, social listening also involves the analysis of the information collected, in order to identify actionable insights and trends.

Social Monitoring

Like social listening, social monitoring involves the analysis of social media for news of specific brands, individuals or campaigns. However, social monitoring reflects a more passive data collection, focussing on what has already occurred, rather than (in the case of social listening) attempting to identify what could happen in the future.

Staff Research

Research carried out amongst employees of an organisation. The opinions, experiences and ideas of employees are often an extremely valuable and under-utilised source of insight which can be used to improve satisfaction amongst customers and employees alike.

Statistical Significance

Statistical significance is a mathematical tool used to determine whether the outcome of an experiment is the result of a relationship between specific factors or the result of chance.

Strategic Development Research

Qualitative research undertaken in order to identify insights capable of driving strategy development – usually in relation to the development of a (new) brand or marketing campaign. Strategic research will usually address the key strategic building blocks in real detail, including: Target customer: who they are, their needs, expectations, behaviours, points of reference, attitudes to your brand’s features and benefits Competitor brands: awareness and perceptions – both in isolation and in comparison to your own brand.

System 1 and 2 Thinking

Over recent years the concept of System 1 and 2 thinking has played an increasingly central role in our understanding of how consumers choose between brands and make purchase decisions. System 1 thinking is regarded as intuitive, emotional and immediate, whilst System 2 is deliberative, rational – and slower. It is estimated that 95% of our daily decisions are made using System 1 thinking. System 2 thinking is engaged for ‘bigger’ decisions that are likely to have greater consequences. It is also estimated that when instore 60% of shoppers will have already decided on the nature of the individual items they are going to buy – but not the specific brands. When in the relevant isle it is often System 1 thinking that is engaged to make the brand decision, with emotional cues being taken from visual elements such as the merchandising and packaging. At this point only a relatively small number of consumers will use System 2 to help them choose the brand. In this case the decision is like to involve more rational, deliberative criteria such as ingredients.

Get in Touch

For more information please contact us on : +44 (0) 203 858 0052 on at enquiries@brandspeak.co.uk

What Clients Say About Our Agency

I have worked with Brandspeak for some time now as a supplier, writing content such as blogs and articles. You can tell a lot about a company by how it treats suppliers - especially freelancers. Jeremy is unfailingly thoughtful and responsive, gives detailed, clear and easy to follow briefs, always gives feedback and - the holy grail for freelancers - pays super fast. Overall, a pleasure to work for.

Judith Staig

Brandspeak are a highly professional research agency. As a supplier they are welcoming, easy to work with and always appreciative of the services I supply. I look forward to continuing our enjoyable, working relationship in the future.

Sarah Taylor

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!

Ann Spelman

Professional & friendly with a great team to support your research needs!

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

It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly… a heartfelt thanks.

DLKW

From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.

Leading life and pensions provider

From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

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.