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.
Ipsos Encyclopedia - Pack Testing
Definition: Pack testing involves evaluating packaging and can play a role from early stage development through to final validation. It's key that packaging is tested prior to any significant market activity given the risks associated with negative consumer reaction in particular.
Ipsos Encyclopedia - Neuromarketing
Definition: Neuromarketing draws upon the latest understanding of Neuroscience and Behavioural Science in terms of how the brain works and how emotions act as unconscious drivers to help marketers understand human motivation, evaluate response to marketing stimuli and enhance understanding of how consumers can be expected to behave.
Net Promoter Score (NPS)
Definition: NPS originally stood for Net Promoter Score, but now means Net Promoter System. Net Promoter Scores are calculated using the answer to a single question, using a 0-10 scale: "How likely is it that you would recommend [brand] to a friend or colleague?" This is known the Net Promoter Score question or the recommend question.