The Consumer Research Glossary

Hypothesis testing evaluates assumptions using data to accept or reject a null hypothesis…

Impression tracking measures how often ads or content are viewed, helping businesses…

An independent variable is manipulated in research to study its effect on a dependent…

Inferential statistics help draw conclusions about a population from a sample using…

Transform research into action with the Insights-to-Action Framework—an approach that…

Intercept surveys collect real-time feedback in public spaces, providing quick, cost-…

Jittering adds slight random shifts to overlapping data points in visualizations,…

Joint distribution analyzes how two or more variables occur together, revealing patterns…

Journey analytics tracks and optimizes customer interactions across touchpoints,…

Judgment sampling is a non-probability technique where researchers select participants…

Just-in-time research delivers rapid, actionable insights for agile decision-making,…

The Kano Model helps businesses prioritize product features by classifying them as…

Key Driver Analysis identifies factors that most impact outcomes like satisfaction or…

Knowledge mapping visually organizes information, identifies gaps, boosts collaboration,…

The Kolmogorov-Smirnov test compares distributions to validate data, support hypothesis…