Ipsos Encyclopedia

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…

Ipsos Encyclopedia - Reputation

Definition: ​Reputation is the sum total of perceptions about a company or other organisation. Reputation includes what the organisation says about itself, what others say about the organisation, and what stakeholders choose to believe about that organisation.

Ipsos Encyclopedia - Random Probability Sampling

Definition: A probability sample is a sample which satisfies two criteria; every unit in the population has a chance of being selected for the sample; and the probability of selection for any unit in the population is either known or could be calculated.

Ipsos Encyclopedia - Questionnaire

Definition: ​Simply put, a "questionnaire" is a set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study. In the research industry, it is often the core document for development and refinement, which contains questions…

Ipsos Encyclopedia - Purchase Intentions

Definition: Purchase intent is one of the most long-standing and widely used measures in marketing research. Its use spans different types of research (new product testing, product testing, package testing, copy testing, ad touchpoint effectiveness, innovation and brand positioning, and loyalty).

Ipsos Encyclopedia - Projective Techniques (aka Enabling Techniques)

Definition: ​At the very heart of qualitative research, projective and enabling techniques bring alive the power of the craft through fun games and exercises. These techniques are used to get beyond respondents' rational responses and unlock the emotional. They allow moderators to inject new…

Ipsos Encyclopedia - Product Optimisation

Definition: In a broad sense, 'product optimisation' is any kind of change that leads to increased consumer liking of a product. More specifically, product optimisation is a tool of Ipsos ProductQuest which has a precise definition.

Ipsos Encyclopedia - Peoplemeter (aka Audimeter)

Definition: ​Peoplemeters electronically record who is watching TV and what they are watching. They are a key component within Television Audience Measurement (TAM) systems. The installation of metering equipment generally requires the building and maintenance of a household panel and, once built…