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The Words of Market Research

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ESOMAR Code is the most popular ethical code present in the market research industry. It represents the International Code on Market, Opinion and Social Research and Data Analytics. It is a non-profit organisation who provides professional guidance for its members for over 70 years. The codex was drawn up in 1977, as a joint initiative of the Internal Chamber of Commerce (ICC) and the European Society of Opinion and Market Research (ESOMAR) with basic rules for researcher and respondent interaction, to set up standard for use and publication of research results....

Imagery studies

Imagery studies are a group of research methods that focuses on consumers' emotional reactions under stimuli when seeing pictures or visual materials of a specific product, brand, or person.
Imagery studies focus on discovering the repertoire of consumer's emotional reactions, their perceptions, associations, stereotypes linked with the object of the study; with the objective to identify the sources of these attitudes, define their impact on attitude towards the topic of the study. All this to come up with a strategy of building a positive image for the future.

In Depth Interviews (IDI)

In Depth Interview (IDI) is a One to One conversation with a respondent which will allow the potential to reach specific information and a deeper knowledge within topics.
The interview may start with basic questions to understand motives, attitudes and behaviours. Interviews are recorded on audio and analysis will be carried out at a later stage.
During such an interview, the interviewer poses explorative questions - to understand/clarify motivation, attitudes, behavior. IDI are also used for BtoB participants and or very specific profiles.
Nowadays, raise of technology allows to conduct In Depth Interview (IDI) online quite easily with various softwares or tools in the market to connect participant and interviewer to share thoughts.

Also see: Qualitative research, Discussion guide/scenario, Discussion Groups (FGI)

Incidence Check

Incidence check will verify the Incidence Rate before launching a project. This will allow the researcher to check project feasibility and estimate a CPI. The Incidence check will be the approximate percentage of the population targeted.

Also see: Incidence Rate

Incidence Rate

Incidence (or Incidence rate) is a ratio that shows the percentage of qualified participants within a survey based on specific profile criteria needed for the research. The incidence rate is one of the most critical ratio to calculate the CPI (Cost Per Interview) of a fieldwork. (The lowest is the incidence rate, the higher will be the CPI).

Also see: Incidence Check


An element of the research with a bigger impact than the face value. It is fundamental for a generalized interpretation or explanation of a statement. An indicator is a basis for broader interpretation and explanation of phenomena.


An Interviewer is an experienced employee who will conduct the research whose tasks is to administrate questionnaire to respondents and elicit information out of them.

Also see: Questionnaire, Moderator

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