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 behaviours and opinions.
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 well over 150 years. DPT is structured around the idea of two 'systems' (1 and 2) and proposes that two forms of processing contribute to decision-making and observed behaviour:
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 test is different from a consumer acceptance test. A better expression to use is Sensory Evaluation.
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 designed to answer the research objectives posed by our clients.
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 energy into a research session, adjust its mood and tone in a way that makes sense to respondents.
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, delivers viewing data to the industry on at least a daily basis with a high level of granularity in terms of minute by minute behaviour.