Market research glossary

Research comes with its own vocabulary, and the same word can mean different things to a statistician, a UX researcher and a brand manager. This glossary defines the terms that come up when planning, running and reading customer research, in plain language, with an example of each in use. The terms span the whole discipline: research methods and study designs, sampling and statistics, survey and interview techniques, analysis and synthesis, brand and customer experience measures, and the vocabulary of AI-moderated research. Each definition is written to be exact enough for a researcher and clear enough for the stakeholder reading the report, and each page links to the methods and related terms worth reading next. Browse by topic, or filter the index for the term you need. Where a term names a method, its page links to the full method page, with when to use it and how to run it step by step.