Ipsos Encyclopedia

Ipsos Encyclopedia - Word Association

A series of unrelated words is presented to which respondents respond with the first word that comes to their mind.

Ipsos Encyclopedia - Weighted Purchase Intent

​Weighted Purchase Intent (also known as WPI) is calculation of the mean of a purchase intent scale when the values for each response category of the scale (called weights) reflect the probability of purchase for that response category.

Ipsos Encyclopedia - Web Beacon

​A web beacon, also known as a web bug, 1 by 1 GIF, invisible GIF, and tracking pixel, is a tiny image referenced by a line of HTML or a block of JavaScript code embedded into a web site or third party ad server to track activity. The image used is generally a single pixel that is delivered to the…