The Consumer Research Glossary

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…

Logistic regression predicts binary outcomes, helping businesses optimize marketing,…

A longitudinal study tracks individuals or groups over time, offering insights into…

Margin of error measures the uncertainty in survey results, helping businesses interpret…

Market segmentation divides a large market into smaller groups based on shared traits,…

MaxDiff Analysis helps businesses prioritize features, messages, and pricing by ranking…

Mean Absolute Deviation (MAD) measures data variability by calculating the average…

Multivariate analysis examines multiple variables to identify relationships and trends,…

Net Promoter Score (NPS) measures customer loyalty by asking how likely customers are to…

Nominal data categorizes information into distinct, unordered groups, aiding in market…

Non-probability sampling selects participants non-randomly, offering quick, cost-…

Non-response bias skews research when non-participants differ from respondents, leading…