The Consumer Research Glossary

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…

KPIs are measurable values that track performance against business goals, guiding…

Laddering is a research method that uncovers the deeper motivations behind consumer…

Latent Class Analysis uncovers hidden consumer segments, enabling precise targeting,…

A Likert scale measures agreement levels in surveys, offering valuable insights into…