Market research || What is it? Market research is the process of gathering information about people/target audience (consumers, customers, users...

Likert Scale || What is it? The Likert Scale is named after its inventor, psychologist Rensis Likert. It was originally a 5 or 7 point survey scale used to measure...

Journey mapping || What is it? A journey map is a visualization of a process someone goes through to accomplish a specific goal. It typically contains actions, emotions, and touch points...

Intercept Recruitment || What is it? Interrupting someone digitally (via pop-up window, chat, banner ad, etc.) or physically (in-person) to answer a few initial screening questions, to assess their potential as a research participant...

Intercept Interview/Survey || What is it? Interrupting someone digitally (via pop-up window, chat, banner ad, etc) or physically (in-person), while they are engaged in a specific activity relevant...

Primary Research || What is it? Primary Research can be a quantitative research and/or qualitative research study commissioned to gather first-hand feedback directly from or…

Sample / Sampling || What is it? Sampling has different meanings in quantitative and qualitative research. In quant, it refers to the people or data that is researched or sampled. The…

Screener / Screening || What is it? A questionnaire designed to qualify whether potential research participants are eligible for a study based on the research goals. It is a filtering process based…

Recruiting / Recruitment || What is it? Recruitment is the process of identifying and finding research participants who meet a set of predetermined criteria that define the profile of the desired…

Transcript / Transcription || What is it? A written verbatim record of every word said during the course of qualitative research fieldwork. Typically transcripts include timestamps and a record of who was…