The lexicon of studies by Discurv!

A

Ad hoc: An ad hoc study is a personalized study designed specifically to respond to a company's unique problem. Its aim is to provide tailor-made solutions to resolve specific and isolated issues.

Lexical analysis: Lexical analysis involves examining the vocabulary used in data collected during surveys or interviews. She looks at aspects such as the diversity of words, their frequency, their repetition, their absence, which allows us to better understand how a target audience expresses itself, in order to adapt the discourse more effectively.

Semantic analysis: Semantic analysis complements lexical analysis by focusing on the meaning of the words in a sentence, taking into account the context to extract the meaning of the verbatim responses.

Brand attribution : Brand attribution refers to the phenomenon by which an individual exposed to an advertising message is able, during an advertising post-test, to attribute the message to the right advertiser.

B

Barometer: A marketing barometer aims to regularly monitor indicators related to markets, businesses, companies, brands, products, services, etc., using the same methods and methodological questions for each measurement. This makes it possible to compare results from one period to another.

Big data: The term “big data” refers to massive volumes of data from a variety of sources that are too large to be managed and processed effectively by traditional methods.

High quality: The concept of “big quality” merges qualitative analysis with large amounts of data. The challenge of “big quality” is to process a large volume of unstructured data such as verbatim responses, testimonies, videos or reviews, in order to extract the essence of the discourse.

Business Intelligence (BI): Business Intelligence (BI) brings together the tools, processes, and methodologies used to collect, analyze, and present information to make informed strategic decisions.

C

Heat map (“heatmap”) : A visual representation of data that illustrates patterns and trends using colors to indicate different intensities or values.

Target : A specific group of people for whom a product, service, marketing strategy, or communication campaign is intended. More generally, in the context of a study, the target represents the group of individuals who meet pre-established criteria such as profile, attitudes or behaviors, and whom one wishes to interview or analyze.

Claim (“tagline”) : A “claim” or “tagline” is an essential advertising promise included in the communication of a brand or company. It can be a powerful statement or slogan that summarizes the key benefits associated with a product or service.

Cost per completion : Price paid for each respondent who completed the survey.

D

Data Storytelling: Data Storytelling is telling a story from data using visualization techniques. Its goal is to personalize the presentation of data according to the audience to create meaningful storytelling.

Data visualization (data visualization or Dataviz): Data visualization refers to all visual representations of raw data, making it possible to make them understandable and legible. It is based on the use of graphs, tables or maps to convey a clear and intelligible message.

Dashboard (or scorecard): The Dashboard is a medium for presenting visualized data from a study. It offers an overview that facilitates data analysis (survey results, activity monitoring data). It is a management tool for decision-making and effective communication.

Data, or data: Data is information collected during an investigation. They can be numerical (quantitative) or non-numerical (qualitative).

E

Standard deviation: It measures the dispersion or variability of a set of values in relation to their mean. The lower the standard deviation, the closer the values are to the mean, indicating a homogeneity of the population.

Sample: A sample is a subset of the population studied during a survey. It represents the individuals interviewed. A larger sample compared to the size of the population studied allows for more reliable results with narrower confidence intervals.

Matched sample: Paired samples are identical samples, that is, samples made up of people who share similar characteristics. The characteristics to be compared may vary (age, gender, etc.).

Ladder : A tool that allows variables, opinions, attitudes or preferences to be quantified or evaluated, thus facilitating the collection of data and the analysis of the information collected.

Interval scale : An interval scale is a measurement scale used to characterize items where it is possible to compare and interpret differences and distances between values. However, an interval scale does not have an absolute zero point, which means that it is not possible to make meaningful ratio statements between values, unlike a ratio scale.

BtoB survey : “Business to business” survey conducted among a professional target.

BtoC survey : “Business to consumer” survey, conducted among the general public and consumers.

BToE Survey : A “business to employee” survey conducted among company employees.

Satisfaction survey : A satisfaction survey customer is a survey designed to determine whether or not a company's customers (or prospects) are satisfied with the products and services they receive.

Omnibus survey : An omnibus survey is a method where several sponsors (customers) share the costs of a single survey, allowing them to get answers to their own questions while minimizing expenses. This survey is generally conducted with a representative sample of the population, and the questions asked may vary from sponsor to sponsor.

Individual interview: A qualitative data collection method that aims to capture the individual experience of participants and to understand in detail their perceptions, behaviors, and attitudes in order to accurately answer a research question.

Feasibility study : A feasibility study is designed to determine the probability that a project, product, or service will be successful. A feasibility study takes into account several elements, such as current competitors, production limits, schedule, price evaluation, and others. Brands can conduct feasibility studies to determine market interest in a new product or service or even to help determine the feasibility of a future research project.

Market study : Market research is a thorough analysis of the conditions, trends, and demand for a product or service in a specific market. It aims to gather relevant information to make informed business decisions, such as launching a product, expanding into a new market, or adapting a marketing strategy.

Notoriety study : One reputation study is an assessment of the recognition or notoriety of a brand, product or company among the target audience. It aims to measure the familiarity and association of an entity with a given market, which can be useful in guiding marketing and communication strategies.

Post-test study : One post-test study is an evaluation carried out after the broadcast of an advertising or promotional campaign to measure its effects, impact or performance. It collects data on how the target audience reacts after being exposed to the campaign, which helps businesses assess the effectiveness of their marketing efforts.

Qualitative study, or quality: Qualitative studies use interrogation and observation methodologies to understand a market, decipher a social reality, and focus on verbal rather than numerical data.

Quantitative study, or quantity: Quantitative studies aim to measure and generalize results on large samples using numerical methods.

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F

Focus group (or group discussion): A method for collecting qualitative data that involves bringing together a small group (usually 6 to 12 people) of a target audience to thoroughly explore their motivations, opinions, and obstacles regarding a product, service, or concept. Group debates bring out various opinions and reveal customer uses or problems.

Filtering : The act of asking a particular question only to participants who have already answered in a specific way before.

G

Chart (or graph): A visual representation of data in the form of shapes, colors, and patterns to facilitate the understanding and analysis of a study.

Target group : a group of consumers that a company or supplier considers to be potential buyers for its brand or product (determined by market segmentation).

I

Infographic: A visual representation of information that combines graphics, numbers, text, and images to explain a complex concept in a concise and engaging manner.

Incentive: A symbolic reward or gratification offered to respondents who participate in a study.

Incidence : Incidence is a measure of how often a characteristic occurs in a population, either at a given point in time or over a specific period of time. It makes it possible to calculate the number of new cases or occurrences of a characteristic in a specific population.

Market Research Institute : Institute that carries out all types of data collection and analysis.

Artificial intelligence : Artificial intelligence (AI) is a field of computing that aims to create computer systems that can perform tasks that normally require human intelligence, such as problem solving, learning, natural language understanding, and decision-making.

Confidence interval: A range of values calculated from sample statistics, indicating The margin of error between the results of a survey and a comprehensive estimate of the total population.

Insight: In the field of studies, insights are information collected on targets (customers, prospects, etc.) to better understand them and meet their expectations.

K

KPIs (Key Performance Indicators): In French, we talk about key performance indicators (KPIs). KPIs are measures used to assess the effectiveness of a marketing action or strategy.

L

Lemmatization: A technique that consists in replacing words in a text with their basic form, such as the infinitive of verbs or the masculine singular of nouns and adjectives.

Likert (likert scale) : A way to measure respondent satisfaction. When a Likert scale is used, respondents cannot answer yes or no but must make specific choices based on “agreement” or “disagreement” in relation to a specific question. Example: do you agree to increase the SMIC in France? Answer options: - Disagree - Mostly against - Agree - Totally agree

M

Madeinvote : Best company in the field Studies on social networks 🤓

Margin of error: The measure of uncertainty associated with a statistical estimate based on a sample. A lower margin of error indicates a more accurate estimate.

Employer brand : Employer branding, often called “employer branding” in English, refers to the image and reputation that a company projects as an employer. It encompasses all the elements that influence the perception of candidates and potential employees, such as company culture, values, benefits, and career opportunities. A strong employer brand makes it possible to attract and retain talent.

Llosa matrix: A method for ranking factors influencing consumer satisfaction or dissatisfaction with a service, based on their performance and overall influence.

Median : The center of a specific distribution is called the central or median value. Half of the values are above the median and the other half are below the median. In case of extreme values, the median is compatible with ordinal and metric scales.

Average : The mean is a statistical measure that represents the central value of a characteristic distribution. It makes it possible to estimate a typical or representative value of a set of data.

N

Sequential navigation: A type of questionnaire that requires respondents to answer questions in a predefined order, with no possibility of going back.

Data cleaning (“cleaning”) : Removal of survey responses that are not consistent, biased, or incomplete. The quality of the data collected is improved by this process.

Significance Level : Evaluates the value of the validity of a statistical result. The probability that the result is based solely on chance decreases with the level of significance. For example, a significance level of 95% means that only 5% of the probability that the observed result is due to chance.

Assisted reputation: The percentage of people who recognize a brand when it is presented to them in a brand list.

Spontaneous notoriety: The percentage of people who are able to spontaneously cite a brand without help, in the context of a given product.

Top of mind fame : The proportion of people who spontaneously cite a brand or its products when asked about their knowledge of the market is called “top of mind” fame. The term “spontaneous first-rank fame” is used in French. It identifies what the public knows about a brand.

NPS (Net Promoter Score): A measure used to assess customer satisfaction and their propensity to recommend a business, product, or service to others.

Word cloud: A textual analysis tool that visually represents the most frequently used words in a textual data set.

O

Opt-In: The prior and explicit consent given by an individual to receive information or participate in surveys.

P

Panel: A permanent sample of a population interviewed regularly as part of surveys, polls or market studies.

Customer journey: All the actions carried out by a customer from the realization of a need to the purchase of a product or service to satisfy that need.

Weighting : A measure used in statistical data analysis to structurally align the net sample with the population under study.

Population: The reference set from which individuals are selected to participate in a survey. For example, the inhabitants of a department or the practitioners of a sport.

Post-test: An evaluation of the effects of an advertising or promotional campaign after it has been broadcast.

Advertising pre-test: The evaluation of the performance of an advertising message before it is broadcast in the media.

Q

Closed question: A question with predefined answers that limits respondents' choices.

Open question: A question that allows respondents to give detailed answers without restrictions.

Quiz: A series of questions asked in a specific order to collect quantifiable data.

Quota : Quotas are limits on the number of responses collected in a survey from a given group. They can be used for the entire survey or for specific questions to ensure a balanced distribution of responses across different segments or groups.

R

Randomization : Whether in online surveys, by telephone, or in other similar situations, randomization involves presenting response items randomly. To reduce potential biases and trends of approval or rejection in survey results, it ensures a random distribution of items.

Census: An exhaustive operation aimed at collecting data on all members of a target population.

Representativeness : Refers to the extent to which a sample from a study accurately reflects the population from which it is drawn. For a sample to be representative, it is essential that each potential member of the population has an equal chance of being included in the sample. This is generally accomplished through random selection, where each member of the population has a clear and non-zero probability of being selected to be part of the sample. Only representative samples can provide an accurate picture of the population, allowing the results of the study to be generalized to the population as a whole.

S

Semantics: The study of the meaning of words.

Semiotics (or semiology): A qualitative analysis technique that dissects how a sign (word, gesture,

Social sampling : Interviewing users of social networks as part of a study.

Survey: A survey method based on a representative sample of the population studied to gather information about opinions, attitudes, behaviors, or preferences.

Stimulus/stimuli: An element designed to trigger a reaction in the interviewee.

SWOT (Strengths, Weaknesses, Opportunities and Threats): An analysis to identify strengths, weaknesses, opportunities and threats in a market or in a professional activity.

T

Sample size : The number of complete responses your survey receives.

Abandonment rate : Percentage of participants who leave a survey without completing it. Creating an engaging questionnaire and using appropriate incentives can significantly reduce the dropout rate. The success rate, on the other hand, is the percentage of participants who completed the survey.

Response rate/Return rate: Percentage of people who responded to a survey compared to the total number of people targeted.

Field time : The period during which data is collected from participants.

Terrain : Place of distribution of the questionnaire.

Concept test : The process by which a new idea, campaign, service, or product is tested with consumers before it is launched on the market.

Tachistoscope test : A tachistoscope test is a tool used to present pictorial models of objects (such as products, advertisements, logos, packaging, etc.) for short time intervals. The tachistoscope emits visual stimuli very quickly and for a fixed period of time. This makes it possible to study, under controlled conditions, the responses and perceptions of individuals in the face of these visual stimuli.

Monadic test : A monadic test is a test where each person evaluates only one concept, product, packaging, or advertising. When one wishes to study several tracks by a monadic test, it is necessary to constitute as many paired samples as there are tracks to be tested. Monadic testing is the opposite of sequential testing.

Sequential test: A sequential test is a study method where each individual interviewed evaluates several options in succession within the same survey. The same questions are repeated for each option to be evaluated, which makes it possible to gather comparative opinions. This approach is commonly used to evaluate products, packaging, or advertising.

Triangulation: A method consisting in comparing the results of different approaches to verify their convergence, for example by comparing lexical, semantic and content analysis.

V

Variable: In a survey, a characteristic or measure that may vary in the target population, such as age, gender, income, satisfaction.

Verbatim: The literal transcription of the answers provided by the participants in a survey, interview, or focus group. The answers are reproduced accurately without modification or interpretation.

W

Workflow (workflow) - Workflow management is important in design offices to optimize processes.

X

Sherry - Although less common, the term “Sherry” could be used in reference to specific data or studies.

Y

Yottabyte - A unit of measurement of data storage capacity, sometimes used in design offices to quantify large amounts of information.

Z

Zoning - Zoning is sometimes used to refer to the division or classification of a geographic area for study or planning purposes.

Catchment area : A catchment area is the geographic space around a point of sale in which potential customers of a store live, work or circulate.

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These words can be used in context Institutes of studies, but their frequency of use may vary depending on the specific field of study or research.

Whether you are a student or a professional, we hope that this vocabulary list has helped you better understand the lexicon of surveys!

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