In statistics, when we say something is 'significant' we mean it is probably true and not due to chance. We might talk about whether two groups of people have significantly different levels of alcohol consumption, or whether a net promotor score has significantly increased year on year.…
Social Intelligence (often used interchangeably with "Social Listening," "Social Media Monitoring," or "Social Data Analysis"), is the process of monitoring and analysing digital conversations and media, with data captured from social media, blogs, news sites, forums,…
The Survey Universe represents the entire group of units which is the focus of the study.
Social advertising is any form of advertising that appears on social media platforms such as Facebook, Instagram, Twitter, Snapchat, Linkedin, Weibo, Wechat, Vkontakte etc.
The survey population is elements of the Survey Universe that are contactable through the survey methodology.
System 1 and System 2 refer to dual process theory (DPT) a class of general theories of higher cognitive processing such as reasoning. There have been 12 different theories of DPT over the past 40 or so years and the distinction between different types of thinking has been around for well over 150…
Syndicated research projects always involve multiple clients.
Share-of-wallet (SOW) is the percentage of a customer's spend ("share") made in one provider's offerings as a total of spend in all provider's offerings in the cateogry ("of wallet").
Simulators are used to run "what if scenarios" for delivering insights gained from these to our clients.
Semiotics is a desk analysis done by a semiotician on the material issued by the brand (ads or packaging) in its competitive context.