Market Research Glossary

  • market-research-study-blinded-02072019

    What Does it Mean for a Market Research Study to be Blinded?

    One of the most frequent questions our market research company hears is, "What does it mean or a market research study to be blinded? Let's say you've decided to field an online survey among the customers of your product or service. Before you start designing the questions and moving too far ahead, there is an important question to ask yourself: do I want to want to remain anonymous as the sponsor of the survey? If the answer to that question is "Yes," then the best option for your market res

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  • Blog: Topline or Comprehensive Market Research Report: What’s the Difference?

    Topline or Comprehensive Market Research Report: What’s the Difference?

    Wondering the difference between a topline and a comprehensive market research report? Our market research company has your back! The main differences stem from the level of detail and the speed of executing the report. Ultimately, both can be developed to look polished and presentation-ready. With both a full comprehensive and a topline report, there is also an option to debrief after the market research is conducted. Drive Research typically schedules this debrief meeting via a conference ca

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  • customer persona market research rochester

    What is a Customer Persona? | Market Research Company

    When it comes to market research reports it's easy to get lost in charts and graphs. When market research companies like Drive Research work on reports, we balance comprehensiveness with brevity. It's important to provide the detail to the clients who want it but also provide highlights to the clients who want a quick overview of results. Our clients value the detail and comprehensiveness of our market research reports. This may include the question-by-question breakdown of each question, the

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  • What is an Employee Net Promoter Score (eNPS)?

    What is an Employee Net Promoter Score (eNPS)?

    Market researchers talk about net promoter scores (NPS) a lot, but what is eNPS? eNPS stands for employee net promoter score. The difference between NPS and eNPS is the survey audience. NPS typically measures results from customers or members, while eNPS measures results and company ratings from employees. Our employee survey company shares how to measure and use eNPS in this short video. Prefer to read? Our employee engagement research firm explains what eNPS is, how to measure it, and how

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  • Blog image: What is Mobile Market Research (MMR)?

    What is Mobile Market Research (MMR)?

    According to Statista, over 275 million Americans are estimated to own a smartphone in 2020. That’s more than 4 in 5 people in the entire United States. Still, you probably aren’t that surprised to see this statistic. Mobile devices are so ingrained in American culture you probably are within arm’s reach of your smartphone right now. They can arguably do just about everything a desktop can but on a smaller and more accessible device. The market research industry has adapted well to this evolut

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  • sum-scale-market-research-08222018

    What is a Constant Sum Scale in Market Research?

    A constant sum scale is a type of question used in a market research survey in which respondents are required to divide a specific number of points or percents as part of a total sum. The allocation of points are divided to detail the variance and weight of each category. Constant sum scales are a less frequently used question in surveys when compared to basic likert scales, single radio responses, or checklists (i.e. multiple response options). They are an excellent way to create variance amon

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  • Market-research-executive-summary-06252018

    What is Included in a Market Research Executive Summary?

    No good market research study is complete without a report. Not all reports have to be 100 to 200 page PowerPoint documents. It seems like management is more stretched than ever before when it comes to time, so reading a long report could prove very burdensome. This has resulted in the growth of more digestible reports such as executive summaries, toplines, infographics, and bullet point takeaways. The secret to executive summaries is all in the name. What you are viewing should be concise and

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  • blog image: Monadic Testing and Sequential Monadic Testing

    What is Monadic Testing and Sequential Monadic Testing in Market Research?

    Want to test a new product, concept, or service? Two common methods used in market research are: Monadic testing Sequential monadic testing While these two tests sound similar, there is an important difference that stems from whether one new product or concept is shown vs. multiple. Learn more about monadic testing, sequential monadic testing, how it works, and the pros and cons of using each. What is monadic testing in market research? For a name that seems complicated, monadic testin

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  • red herring market research

    What is a Red Herring? | Definition, Benefits, and Sample Questions

    What is a Red Herring Question? One way to separate the true survey respondents from the reward giveaway abusers is to insert a red herring question in your questionnaire. A red herring question is a quality control measure in a survey by which you place oddball questions within a series of regular questions to easily identify those who fully read and engaged in the survey and those who are not. At the conclusion of fieldwork, you can filter your data to show the respondents who need to be

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  • What is Net Brand Advocacy (NBA) in Market Research?

    What is Net Brand Advocacy (NBA) in Market Research?

    Is NPS or Net Promoter Score the “best” metric? Market research pros often use NPS as a starting point to help understand customer satisfaction and behaviors. However, it’s important to understand other factors affecting customers that NPS does not take into account. It’s also important to understand metrics like this will always be evolving. This is where net brand advocacy (NBA) comes into play. First, what is NPS? Net Promoter Score (NPS) is a popular metric used by organizations to shed l

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  • what is a simulated test market (stm) | drive research

    What is a Simulated Test Market (STM)? | Qualitative Research Company

    Wondering what a simulated test market (STM) is? Our qualitative research company has the answers to common questions surrounding this methodology! An STM is another form of qualitative market research. For many qualitative research projects, the goal is to explore an idea with specific types of people. More specifically, the goal of a simulated test market project is to better understand potential customers and the reasoning behind their decision making. The results can power strategies to im

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  • What are gang surveys in market research? | Drive Research

    What are Gang Surveys in Market Research?

    In the market research world, you are never short of choices of methodologies. One of the less popular market research services is gang surveys. Gang surveys in market research are conducting in a facility where a group of people travel to the location to test, view, touch, and feel a product and immediately provide feedback through a survey. These become a quick way to test a new product and gather immediate feedback. Working with a partner or market research consultant familiar with the indu

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