The Consumer Research Glossary

Ad tracking measures the effectiveness of advertising campaigns by analyzing consumer…

Affinity analysis uncovers patterns in consumer behavior, helping businesses optimize…

ANOVA (Analysis of Variance) helps researchers compare three or more groups to find…

Attribute testing identifies key product features that drive consumer preferences,…

Bayesian analysis updates probabilities using prior knowledge and new data, helping…

Benchmarking compares performance against industry standards to identify strengths, gaps…

Survey bias skews data, leading to misleading insights. Identifying and minimizing bias…

Brand equity analysis evaluates the value a brand adds to products through consumer…

The chi-square test analyzes categorical data to determine if variables are related,…

Cluster analysis groups data based on similarities, uncovering hidden patterns for market…

Conjoint analysis reveals what product features consumers value most, guiding pricing,…

Cross-tabulation (X-tabs) is a method for analyzing relationships between categorical…

Customer journey mapping visualizes the steps customers take with a brand, helping…

Data cleaning ensures accurate, consistent data by removing errors and inconsistencies,…

Data triangulation uses multiple data sources, methods, or researchers to validate…