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.
Ipsos Encyclopedia - Marketing Mix Modelling
Definition: Marketing mix modelling (abbreviated as 'MMM') is an analytical approach that uses historical data, such as retail audit data, syndicated point-of-sale data and companies' internal data, to quantify the sales impact of various marketing activities. Mathematically, this is done by establishing a simultaneous relation of various marketing activities with the sales, in the form of a linear or a non-linear equation, through the econometric/statistical techniques.
Ipsos Encyclopedia - Length of Interview (LOI)
Definition: Length Of Interview (LOI) is the time it takes a respondent to complete a research experience, from the time the respondent first starts the experience to when they finish the experience. For a typical online survey experience, this would encompass the time from which they access the first (landing/instruction) page to when they submit their responses to the final page (typically the last survey question). LOI includes any time required to perform research "tasks", such as tasting products, reviewing concepts or media, taking and uploading pictures, etc. Time spent in the screening section is typically not included in LOI, although this practice is under discussion in the industry due to the rise of routers and screening for multiple studies at a time. LOI is usually measured as a median average time (vs. the mean which is not as accurate an indicator for how long a survey actually takes a respondent).
Ipsos Encyclopedia - Focus Group
Definition: Type of qualitative research that consists of structured discussion of a particular topic with a small number of selected participants (usually 5-9) (8 to 10 in the US). The discussion is guided by a skilled moderator who does not influence the outcome, but ensures that all the subject areas are discussed by the group and the views of the participants are as clear as possible. The length depends on the subject matter being discussed, e.g. complex subjects may be better discussed in 3 to 4 hours, whereas more simple ones in 2 hours.
Ipsos Encyclopedia - Ethnography
Definition: Ethnography is a qualitative research method derived from the fieldwork practices of anthropology. It is often characterised by its emphasis on spending extended periods of time with people or groups of people to generate/create a holistic picture of cultural practices.
Ipsos Encyclopedia - Emotional Measure
Definition: Understanding emotional response is a critical dimension to assessing the strength and effectiveness of all types of marketing elements from concepts to advertising, product experience, fragrance, packaging and promotion of all kinds. It has been long accepted that brands that evoke positive emotions have the highest chances of being preferred and purchased. So measures that can help us profile consumer response are invaluable to our understanding of marketing and brand impact.