Ipsos Encyclopedia

Ipsos Encyclopedia - Millennials

Definition: Millennials (or Generation Y) are currently the youngest adult age grouping used in generational analysis of data. With some minor variations, they are defined as those born in the year 1980 and onwards; for example, Pew Research Center defines them as those born in 1981 and after.…

Ipsos Encyclopedia - Enterprise Feedback Management (EFM)

Definition: EFM stands for Enterprise Feedback Management. Leaders are constantly seeking new ways to drive customer-centricity throughout their organisations. Time-starved customers are less and less willing to provide feedback in traditional ways. All of this creating a requirement to address…

Ipsos Encyclopedia - Artificial Intelligence

Definition: Artificial Intelligence is a branch of computer science dealing with the simulation of intelligent behaviour in computers. These processes include learning (the acquisition of information and rules for using the information), reasoning (using the rules to reach approximate or definite…

Ipsos Encyclopedia - Text Analytics

Definition: Text Analytics (or "text mining") uses a variety of computer and natural language processing techniques to extract usable knowledge from unstructured text data, through the identification of core concepts, opinions and trends, to drive better business decisions across the…

Ipsos Encyclopedia - Theatre Test

Definition: ​A Theatre Test is a Central Location Test procedure in which test material is presented to an audience in a theatre setting, typically to evaluate television advertising in the context of a TV program.

Ipsos Encyclopedia - Wearout

Definition: Wearout occurs in the field of advertising. It is a decline in the effectiveness of a brand's advertising message over time, as a function of exposure or delivery.

Ipsos Encyclopedia - Z Test

Definition: Z test is statistical test for comparison between two populations on a single categorical variable. In other word Z-test is used to compare two proportions observed on two non-overlapping (independent) samples.

Ipsos Encyclopedia - Usage & Attitude Surveys (U&A)

Definition: A usage and attitude (U&A) study involves research which aims to 'understand a market' and identify growth opportunities by answering questions on whom to target, with what and how. This fundamental type of study is useful for identifying the linkages among usage…

Ipsos Encyclopedia - System1/System2

Definition: 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…

Ipsos Encyclopedia - Sensory Evaluation

Definition: In the market research world, the expression sensory testing is frequently misused to describe a product test where consumers are evaluating a product against sensory attributes. In other words a normal taste test, also called a product test. However in the scientific world, a sensory…