The glossary of market research

In the context of market research, it refers to studies or surveys that are tailored to answer a specific question, need, or problem of a company or project.
Ad hoc market research is designed for a particular client or industry and is not based on a standard model or previously collected data.

This is a type of research that is tailored to meet specific objectives of a company or client. Ad hoc research is designed to gather information on a particular issue or problem, such as a new product launch, analysis of a market segment, or evaluation of an advertising campaign. This type of research can be qualitative or quantitative and is conducted through different quantitative or qualitative methodologies, such as surveys, interviews, focus groups, or direct observations.

It is a research method used to evaluate the effectiveness and impact of an advertisement before it is launched. A test involving a sample of target consumers to whom the advertisement in question is shown . Their reactions and feedback regarding various aspects, such as message, emotional appeal, and comprehension, are collected and analyzed. The goal is to identify strengths and areas for improvement, optimizing the advertisement to maximize its impact on the market.

Paid form of communication that is commissioned by a clearly recognizable entity to disseminate, through the media ( television, radio, print, outdoor advertising, and the Internet), its offer of ideas and products and influence the choices of the target audience (audience) regarding a given consumer good or pattern of behavior.
In most cases, advertising has an economic purpose (commercial advertising), but it can also be aimed at achieving public benefit objectives (noncommercial advertising).

Consulting firm offering a wide range of services inherent in the planning, management and evaluation of advertising campaigns and other consulting services related to the communication and image of client companies and their brands.

Concerning a set of activities by which a group of people, an organization seeks to lend support to an idea, a pattern of behavior, or a specific political or social initiative, in order to raise awareness and orient public opinion with respect to a controversial issue, advocating and defending a point of view on the subject, with the ultimate goal of increasing the existing consensus around it.

Practice of protecting the identity of research participants by ensuring that the information collected cannot be traced back to them personally. This is a fundamental principle in market research, especially when collecting sensitive data or personal opinions.
In the context of market research, anonymity is crucial for obtaining honest and reliable responses from participants, as it reduces the phenomenon of social desirability and privacy concerns, external judgment. In the case of Sicché, all participants will be able to independently choose their own username, profile picture, or personalized avatar. Therefore, no participant can be identified or recognized by first and last name, or other sensitive data. In addition, no personal data is used by AI tools

It is the only Italian association that brings together the major companies involved in Market Research, Opinion Surveys and Social Research in Italy. Founded in 1991, it promotes several annual events, including the Assirm Forum, with the aim of improving skills in the market research sector and facilitating networking among professionals.
In 2022 Sicché took part, for the first time as a sponsor, in the MRF22 event, Assirm Market Research Forum, with a workshop dedicated to online qualitative research: a very positive experience, thanks to which we received numerous requests for demos and quotes, testifying to the importance of these meetings for growth and networking in the sector.

Method of communication in which the sending and receiving of messages does not occur in real time. In this type of communication, participants do not have to be simultaneously present to interact, allowing them to respond to messages according to their own availability. Sicché embraces this approach to provide maximum flexibility, allowing participants to reflect on responses and manage communications at their own pace and time. In addition, asynchronous communication is particularly useful in contexts where participants are in different time zones or have varying work schedules.

Qualitative-quantitative research technique that aims to explore consumers' spontaneous associations about a brand, product, or concept. During the test, participants are asked to freely express the first words, images, or ideas that come to their minds in response to a specific stimulus, such as a logo, product name, or advertisement. In Sicché you can choose from a wide range of associative tests starting from the picture test (scientifically validated), to the sea test, houses, colors, abstract images, emoticons etc...

Measurement instrument used in market research to assess an individual's opinions, beliefs or emotions about a specific topic. Attitude or Likert scales present a series of statements or questions to which participants respond by indicating their degree of agreement or disagreement, usually on a numerical scale. This method makes it possible to quantify attitudes and analyze how they influence consumer behavior and decisions. Present among the quantitative questions available on Sicché, you can customize a number of Attitude Scale settings, include emoticons to labels, get an automatic, filterable chart, and easily downloadable for your research report!

It represents the consumer segment that a company or brand wishes to reach and influence through its marketing efforts.
Audience analysis is critical in market research, as it provides a detailed understanding of the demographic (such as age, gender, income), psychographic (lifestyles, values) and behavioral (buying habits, preferences) characteristics of the target audience.

Data collection technique in which participants complete a questionnaire using a computer, which reads the questions aloud via audio. This technique is often used to collect information on sensitive or personal topics because it reduces direct interaction with an interviewer, increasing the perception of anonymity and privacy.
In the context of market research, ACASI is useful when obtaining authentic responses on sensitive topics, such as opinions about health products, personal habits, or purchasing preferences that might be influenced by social pressures

Audipress is the institute that measures the reading of daily and periodical press in Italy. Through statistical surveys and polls, it collects data on the circulation and consumption of newspapers and magazines. The information provided by Audipress is used by publishers and advertisers to understand the publishing market and plan effective advertising campaigns.

Audiradio was the body responsible for tracking radio listening in Italy. Founded in 1989, it provided detailed audience data on radio stations, helping broadcasters and advertisers understand listeners' preferences. However, Audiradio's activities were suspended in 2011 due to disputes over its survey methodology. Since 2017, radio audience measurement has been entrusted to TER (Radio Editors' Table), which collects and disseminates radio audience data nationwide.

Auditel is the Italian company responsible for the collection and dissemination of television audience data. It provides detailed information on the television habits of Italians by analyzing the audience for various channels and programs. Absolute listening volumes and the percentage of television sets tuned in to a given program, out of the total number of television sets turned on (share), are the main research outputs provided.These data are crucial for broadcasters, advertisers and advertising agencies to plan programming strategies and advertising investments.

Automatic encoding is the process by which the transformation of raw data into a structured format for analysis is done automatically by software or algorithms, without direct manual intervention by the operator, especially when dealing with large volumes of information or unstructured data such as free text, audio or video.

It indicates the level of knowledge and awareness that consumers have of a brand, product or service. In marketing, awareness is a key measure for evaluating the effectiveness of advertising campaigns and communication strategies. Increasing awareness means making the target audience recognize and remember the brand or product, facilitating purchase decisions. Awareness can be divided into several levels, including brand recognition and brand recall.
With Sicché, it is possible to study brand awareness by engaging consumers in one-on-one or group discussion to get their feedback on products, services and advertising campaigns or incentivize the creation of creative content to improve marketing strategies.

See "exploratory research"

Business model in which commercial transactions occur between two companies, rather than between a company and an end consumer (B2C). This type of relationship may include the sale of products, services, or technology solutions. B2B companies provide goods or services that other companies use to operate, grow, or improve their businesses.
Sicché offers a full range of market research services that help B2B companies better understand their market, improve their strategies, and make more informed and strategic decisions

Business model in which commercial transactions occur between a company and end consumers. This type of relationship involves selling products or services directly to individual consumers, rather than to other companies. B2C transactions are characterized by shorter sales cycles, purchase decisions based on emotions and immediate needs, and marketing strategies aimed at engaging and persuading the general public.
With our platform, companies can access advanced tools to conduct market research, better understand the market, improve their marketing strategies and make informed decisions, ensuring a competitive advantage in their industry.

Direct, personalized communication and promotion activities that aim to reach consumers in a more targeted way than the mass campaigns typical of “”above the line“” (ATL). BTL activities include actions such as: point-of-sale promotions, events and trade shows, direct marketing (such as email and direct mail), sponsorships and sampling, loyalty programs, and targeted digital marketing such as social media advertising and personalized content marketing. The BTL approach allows for more detailed and direct measurement of results, providing useful insights to tailor marketing strategies and maximize consumer engagement.

Benchmarking is the systematic process of assessing the validity of products, services and processes by comparing them with the best performing firms in the relevant industry. Comparison with direct competitors or primary operators in other sectors is carried out precisely on the basis of benchmarks, i.e., benchmark performance against which to compare and toward which to strive when implementing change actions.

Literally, the benefit, i.e., the advantage, tangible or otherwise, that a product promises the consumer, in terms of solving a problem or fulfilling a need, and which is highlighted by advertising. The benefit usually comes from an insight (unmet consumer need that is the basis of the promised solution)

It is the core concept or distinctive essence that defines a brand and differentiates it from others. It represents the set of values, emotions and promises that a brand wants to communicate and that form the basis of all its communication and marketing activities. The brand idea is what the brand wants to convey to the public, summarizing in a few words its identity, mission, and the unique value it offers.

Distortions, systematic errors or mental foreshortenings that people implement in their evaluations of facts and events. Such distortions cause us to recreate our own subjective view that does not accurately correspond to reality

Data that contains greater Variety and arrives in increasing Volumes and with more Velocity. This concept is also known as the three “Vs,” and in the context of market research, by analyzing big data, companies can gain detailed insights, improve the customer experience, optimize campaigns, and make more informed and timely decisions. In the most general definition of the term, “big data” refers to a large amount of quantitative data, often from analytics (e.g., social media), totalmete without qualitative interpretation. It is contrasted with small data

A form of outdoor advertising that consists of displaying promotional messages on visible public media, such as billboards, posters, digital screens, and other types of panels placed in public places, such as streets, squares, public transportation stops, and stations.
In the context of market research, billboards are an important means of collecting data on the effectiveness of outdoor advertising

Evaluation method used to test products or services without revealing brand identity to participants. This approach eliminates brand biases and influences, allowing consumers to judge products solely on their inherent characteristics, such as taste, quality, functionality or performance.
The Sicché platform's advanced data collection and analysis tools enable authentic, unbiased brand feedback, helping companies improve the quality of their products and make strategic decisions based on real, objective data

The body copy is the descriptive text of an advertisement. It represents the argumentative body, is located after headline and baseline, and is developed to define the promise left by the headline.

An ideational production technique in which a group of people come together to freely discuss and propose as many solutions or creative ideas as possible on a given topic or problem, without fear of criticism or judgment. The goal of brainstorming is to stimulate creativity and gather a wide range of ideas

It is the distinctive sign, such as a name, logo, symbol or other, that is legally registered and used to identify and differentiate a company's products or services. It is the tangible element that can be legally protected and guarantees exclusivity of use.
Brand can be understood as the result of a relationship with the market resulting from a process of sedimentation of the brand and the relationship with its users. As has been pointed out by Brondoni (2000), the brand expresses “a specific relationship established with a given market for the establishment of a particular offer.” The brand, plays a central role both in the process of differentiation of the supply system and in the management of customer relations.

Organizational and strategic structure that defines how a company's various brands are linked together and presented to the public. It represents the system by which a company manages and communicates its portfolio of brands, products, or services, establishing relationships and hierarchies among them

Tendency to confuse brands (and products) with each other, due to the high crowding advertising.
Brand confusion can be measured by special periodic research, which results in the
calculation of precisely a brand confusion index

The perceived value of a brand, determined by the strength of its name and the trust consumers place in it. This value is influenced by factors such as product quality, customer loyalty, brand awareness, and positive associations. Strong brand equity enables a company to differentiate itself from competitors, set premium prices, and maintain a loyal customer base.
With our qualitative and quantitative research tools, companies can gather in-depth information about their brand perception. Using projective tests helps the emergence of the brand experience, the emotional, more “”authentic“” part at the perceptual level...

The strategy of extending an existing brand to new products, categories, or markets. This approach leverages established brand equity to introduce new offerings, reducing the risks and costs associated with launching a new brand. Brand stretching can increase brand reach and open up new growth opportunities, but if not managed properly, it can also dilute brand identity and confuse consumers.

Consumers' perception of a brand, based on all the interactions and experiences they have had with it. Brand image consists of mental associations and feelings related to the brand, which may include product features, company values, and advertising image. A positive brand image can increase consumer trust and loyalty.
With Sicché's associative tests, identifying and improving mental associations and feelings related to the brand is even easier.

Brand awareness is the level of consumer knowledge and recognition of a brand. It is a measure of how well a brand is known and how easily it is identified by potential and current customers.

Brand loyalty is the degree of attachment and preference that a consumer develops toward a specific brand, manifested through repeated buying behavior over time and a consistent positive perception of the brand compared to alternatives available in the market.

A visualization technique used to graphically represent consumer perceptions about different brands within a market. Brand mapping helps identify how consumers view a brand in relation to its competitors, highlighting strengths, weaknesses, opportunities and threats. This tool is useful for understanding competitive position and developing targeted marketing strategies.
Sicché introduced some useful questions for defining the mapping, including the semantic differential, thanks to which it is possible to quantify and analyze the emotional and evaluative connotations associated with the brand, on a bipolar scale composed of pairs of opposite adjectives

The marketing strategy aimed at defining a brand's unique position in the minds of consumers relative to competitors. Brand positioning involves clearly communicating the benefits and distinctive qualities of the brand, with the goal of creating a favorable and differentiating perception. An effective brand position helps build brand equity and drive consumers' purchasing decisions.

The overall perception of the brand in the public, based on product or service quality, trust, reliability, and consumers' past experiences. Brand reputation is influenced by various factors, including customer reviews, media, corporate behavior, and public relations events. A positive reputation can increase consumer trust and brand value, while a negative reputation can have a detrimental impact on sales and customer loyalty.

The overall perception of the brand in the public, based on product or service quality, trust, reliability, and consumers' past experiences. Brand reputation is influenced by various factors, including customer reviews, media, corporate behavior, and public relations events. A positive reputation can increase consumer trust and brand value, while a negative reputation can have a detrimental impact on sales and customer loyalty.

Branding is the strategic process by which a company creates and manages its brand identity (brand) to differentiate itself from competitors and establish a meaningful connection with its audience, building: trust, recognition and loyalty over time

Document that makes explicit, in a concise but precise form, a set of information necessary to perform a given marketing task satisfactorily.
Specifically, in market research it represents the document that the client company (brief of the client) provides to the Institute for the purpose of clarifying in detail what objectives it it intends to pursue through the research.

An online platform that allows users to post, read and respond to messages within discussions organized by specific topics. Used to create virtual communities, it allows the exchange of information, ideas and questions on various topics.
With Sicché, interaction between respondents and the moderator becomes smoother and more natural: the ease of use and tools developed by qualitative researchers allow for detailed and meaningful results

Marketing strategy that aims to generate spontaneous conversations and positive word of mouth around a product, service or brand. The goal is to create interest, curiosity and engagement among consumers, encouraging them to share their experiences and opinions with others, both offline and online, through social media, communities, blogs and other communication channels. This technique harnesses the power of social influence to amplify the marketing message, increasing visibility and brand awareness in an organic and authentic way.

It is the activity of monitoring and analyzing user-generated conversations and content on the Internet about a specific brand, product, service or topic. This practice involves the collection of data from sources such as social media, blogs, forums, news sites and other online platforms to understand audience opinions, perceptions, trends and sentiment. The goal of buzz monitoring is to provide companies with useful information to manage online reputation, identify emerging opportunities or problems, and improve marketing and communication strategies.

CAMI is a data collection method that uses mobile devices such as smartphones or tablets, assisted by specialized software, to conduct interviews and surveys. It enables real-time data collection by leveraging mobile devices

Cannibalization is a phenomenon that occurs when a company introduces a new product or service that takes market share, sales or customers away from another existing product or service within the same company. In other words, the new product “cannibalizes” sales of the previous product, rather than attracting new customers or increasing overall demand in the market.
This effect can occur when the products are similar or when the new product offers improved features or a more competitive price than the previous one.

Personal (face-to-face) computer-assisted interviews

Computer-assisted telephone interviews

Interview system using a web-based platform in which responses are directly entered into the computer by the respondent. Such a system does not require the presence of interviewers, allows for the administration of audio-visual stimuli, enables real-time data processing and ongoing supervision of the survey

A market research methodology in which participants are invited to travel to a specific location, usually a specially equipped facility such as a test center, laboratory or dedicated space, to take part in interviews, product tests, tastings or other research activities. This technique allows researchers to control the environment in which the study takes place, ensuring uniform conditions for all participants and facilitating the collection of accurate and reliable data.

The clinical interview is a psychological survey technique that involves interviewing an individual following a specific thematic outline, with the aim of exploring in depth his or her thoughts and attitudes. In qualitative market research, this type of interview, which generally lasts about an hour, is conducted by a trained psychologist. The interview is recorded and then transcribed to allow detailed content analysis. Today, this analysis is often supported by text analysis software, which calculates the statistical frequencies of the words used and the correlations between them. This method is also known as in-depth interviewing

Question type that offers respondents a limited set of predefined response options or a numerical scale. Frequently used in quantitative market research and surveys, closed questions facilitate the collection and analysis of quantitative data. This format allows for standardization of responses, making it easier to compare respondents and statistically measure public opinions and preferences.
So that it provides for a series of closed questions, not only to provide a way to adopt a qualitative-quantitative approach as well, but also to make the response flow less tedious and tiring for respondents, as well as to allow for diversifying the flow of follow-up questions based on the response items provided!

A cluster is a group or set of items that share similar characteristics or attributes with each other. In the context of data analysis, statistics and marketing, the term “cluster” refers to a set of observations, individuals or items that are more similar to each other than to other groups in the population or dataset.

Process by which raw data collected through instruments such as questionnaires, interviews or observations are transformed into the corresponding numerical codes to facilitate statistical processing.

Psychological concept (introduced by Festinger) that describes the mental discomfort or incongruence that a person experiences when he or she has two or more conflicting thoughts, beliefs, or behaviors. This state of discomfort motivates the individual to try to reduce the dissonance by changing one of the thoughts or behaviors, justifying their actions, or trying to ignore the information causing the discordance.

Graphical representation used to visualize and organize an individual's or group's knowledge, perceptions, and mental associations about a particular concept, product, or situation. Cognitive maps show how people structure and connect information in their minds, revealing relationships among ideas, beliefs, emotions and memories. This tool is particularly useful in market research to understand how consumers perceive a brand, product or service, helping companies identify key decision drivers, associated values and potential areas for improvement. With our platform, creating cognitive maps becomes easier by quickly collecting and analyzing respondents' answers, helping to identify connections and key decision drivers.

Community building is the process of creating and developing a community around a common interest, brand, product or organization. This process aims to foster interaction, participation and a sense of belonging among community members by facilitating communication and collaboration among them.

A competitor is a company, organization, or individual that offers similar or alternative products or services to those offered by another company, competing in the same market or industry to attract customers and increase its market share. Competitors are key players in a firm's competitive environment and influence marketing, pricing, innovation, and product development strategies.

It is a research method used to evaluate a product idea before it is developed and launched on the market. During a concept product test, respondents are given one or more detailed descriptions of the product concept, which may include features, benefits, proposed price, and packaging. Respondents provide feedback on various aspects of the concept, such as attractiveness, understanding, relevance, and purchase intention. This type of testing helps companies identify the strengths and weaknesses of the product concept, better understand consumer needs and preferences, and make informed decisions for product development and launch.

Sicché supports concept product testing through different types of questions, such as questioning via PIN/Emotic on image, which allows you to view stimuli in a limited time, collect approval ratings, open comments, and add a “”pin“” to highlight points of interest, positive, negative, or neutral.

A market research technique used to assess the acceptance and potential success of an idea, product, or service prior to its market launch. It consists of presenting the concept (through descriptions, images, prototypes or other representations) to a representative sample of the target audience in order to gather feedback, opinions and reactions from potential consumers.

Statistical technique used to understand how consumers evaluate and make decisions about a product or service based on its characteristics. In Conjoint Analysis, participants are asked to evaluate a range of product or service options, each characterized by different combinations of attributes (e.g., price, quality, design, functionality). The goal is to identify which features most influence consumers' preferences and propensity to purchase.

The consumer is the end user of products or services in the market. The consumer is a central figure in the market because:

- Influences Supply: consumers' needs and wants guide companies in deciding what to produce.
- Stimulates Innovation: the quest to better meet consumer needs leads companies to constantly innovate.
- Drives Marketing Strategies: companies focus on understanding and meeting consumer needs through advertising campaigns, product design, and pricing strategies.

In summary, the consumer is the one who uses and derives value from goods and services, and is one of the main forces governing the functioning of the economy and the market.

Deep and meaningful understanding of consumers' motivations, needs, preferences, and behaviors. This insight is not just limited to what consumers do or say, but seeks to reveal the why behind their choices and actions, offering a more comprehensive and strategic perspective on how to better meet their needs.

Research methodology that involves the systematic and objective analysis of text, images, video, or other types of content to identify themes, patterns, and meanings. It is used to extract qualitative and quantitative information from communications, both written and visual.
In the context of market research, content analysis is used to understand how consumers perceive a brand, product or service and what feelings, opinions or values are associated with it.

Market research method used to evaluate the effectiveness of an advertising message. Respondents are exposed to the content of the ad (which may include text, images, video, or audio) and provide feedback on various aspects, such as comprehension, memorability, attractiveness, and purchase intention. Copy testing helps companies identify the strengths and weaknesses of the advertising message, ensuring that it is clear, persuasive, and relevant to the target audience, before investing in its large-scale distribution.
For optimal copy evaluation, Sicché introduced PIN/Emoticon questioning on video, through which votes, spontaneous comments, and positive, negative, or neutral “”pins“” can be collected, corresponding to the moments in the video that struck the most

Statistical measure that indicates the strength and direction of the relationship between two or more variables. It quantifies the extent to which changes in one variable are associated with changes in another variable. Correlation does not necessarily imply causation, but simply signals that there is a link between the variables under consideration (direct or inverse, depending on whether the correlation is positive or negative).

Creative Problem Solving (CPS) is a structured and systematic process aimed at finding innovative and original solutions to complex problems or challenges. This method encourages the use of creativity and divergent thinking to generate new and out-of-the-box ideas, subsequently combining them with convergent thinking to evaluate, develop, and implement the most effective solutions.

Customer Relationship Management (CRM) is a business strategy centered on effectively managing interactions and relationships with current and potential customers. The main goal of CRM is to improve customer satisfaction, increase loyalty, and stimulate sales growth through an in-depth understanding of customer needs, preferences, and behaviors.

Crowdsourcing is a collaborative model involving the outsourcing of tasks, ideas or services to a large community of people, usually through online platforms. This approach leverages the collective participation of a large number of individuals to obtain solutions, content, funding or data, often in a more efficient and innovative way than traditional methods. This process can be used for field activities and be managed by platforms dedicated

A measure of the degree of customer satisfaction with a company's products or services. It assesses how well customer expectations have been met or exceeded, and is a crucial indicator of perceived quality and customer loyalty.
During a customer satisfaction survey, a group of consumers or users of a specific product or service is interviewed through dedicated questionnaires. These questionnaires measure both the general level of satisfaction and the difference between initial expectations and actual experience, as well as assessing the importance customers attach to different aspects of the product or service.
We believe in qualitative research, but also in a hybrid approach. That's why we introduced quantitative questions, to allow us to weigh the information collected, measure satisfaction on numerical scales, and analyze deep-seated emotions and opinions, providing a more comprehensive and actionable understanding of customer needs.

A visual tool that collects, organizes and visualizes data from consumer surveys, market analysis and other relevant sources, enabling practitioners to gain meaningful insights quickly. This type of dashboard helps monitor product performance, effectiveness of marketing campaigns, consumer preferences, and market trends.

Organized collection of structured data, stored in such a way that it can be easily managed, updated, and retrieved. Databases are used to store information of various types and enable software, applications, and users to access and use this data efficiently.

Process of entering, updating, and managing data in a system or database, often through the use of a digital interface. Data entry operators are responsible for collecting, organizing, and recording information accurately, ensuring that the data are correct and complete, and thereby facilitating data access and analysis for other business or operational purposes. Data entry is crucial because: it ensures data accuracy, facilitates data analysis, and supports business operations.

In market research, data processing refers to the set of activities that transform the raw data collected during research into structured and meaningful information that is useful for making strategic decisions.

Research method involving the collection, analysis and interpretation of existing data rather than the collection of new data (as in field research). It relies on the use of secondary sources of information, such as market reports, academic studies, articles, public databases, and statistics, to gain a preliminary understanding of a topic or market.

A qualitative instrument in which participants record, over a period of time, their experiences, thoughts, opinions and behaviour regarding a specific product, service or activity. Diaries allow researchers to collect detailed and spontaneous data on consumers' behaviour and perceptions in real situations, often in the natural context of their daily lives.

Question type used in surveys, questionnaires and interviews offering only two mutually exclusive answer options, usually ‘Yes’ or ‘No’. They are closed, simple and direct questions, ideal for obtaining clear answers and facilitating data analysis.

Identification and promotion of the distinctive elements of a product, service or brand compared to competitors. The objective is to find and communicate those unique features that make an offer more attractive and relevant to a specific target consumer, so as to position it as unique in the market and attract a competitive advantage.

Process of collecting and analysing data generated from user interactions with digital channels, such as websites, mobile apps and social media. The goal is to understand user behaviour and optimise the customer experience. Using advanced tools, companies monitor key metrics such as web traffic and conversion rate, enabling data-driven decisions to improve online presence and personalise offers.

It refers to how well a product, service or brand manages to differentiate itself and be perceived as unique and recognisable compared to competitors. Distinctiveness is a crucial aspect because it helps to create a clear and memorable identity, capable of attracting and maintaining the attention of consumers and positioning oneself advantageously in the market.

The set of activities and processes required to get a product or service from the producer to the final consumer. Distribution is one of the four fundamental levers of the marketing mix (product, price, promotion, distribution) and concerns how, where and when products are made available to customers.

A distribution channel is the set of routes, intermediaries and processes through which a product or service is transferred from the producer to the final consumer. It includes all organisations and individuals involved in the handling, promotion and sale of the product along the supply chain, such as wholesalers, distributors, agents, resellers and retailers.

Qualitative research technique involving interaction between two people - usually an interviewer and a respondent or two interviewees - to gather insights and opinions on a specific product, service or topic. Unlike one-to-one interviews or focus groups, the dyad allows the dynamics of interaction between two people to be explored, allowing for a deeper and more natural discussion. Often two people who know each other (e.g. friends or family members) are part of a dyad, in order to better explore the object of study within an intimate relationship, with participants at ease.

EDP (Editing Data Processing) refers to the process of editing and processing data in various contexts, with the aim of ensuring its accuracy, consistency and integrity before it is used for analysis, reporting or other applications. This process is crucial in areas such as big data processing, statistics, data science and business information systems.

‘An acronym for European Society for Opinion and Marketing Research, it is an international organisation representing professionals and companies in the field of market, opinion and social research. Founded in 1947, ESOMAR promotes high ethical standards, research quality and innovation in the field. It provides guidelines, educational resources and networking opportunities for its members, fostering professional development and the adoption of responsible practices in data collection and analysis. ESOMAR is recognised globally as an authority in the field of market research and consumer analysis.
In September 2023, for the first time, Sicché took part in the ESOMAR Congress held in Amsterdam. It was a truly enriching experience that allowed us to meet industry professionals and network, meet our clients from all over the world whom we had never met in person, get up to speed and do some team building. ’

Ethnographic interviewing is a qualitative research technique that involves in-depth conversations with participants to understand their experiences, behaviours and perceptions within their cultural and social context. The aim is to gain detailed insights into their daily lives, values and meanings through informal and open interaction.

see Ethnography

“Ethnographic research is a qualitative methodology that studies the behaviors, interactions and experiences of people in their natural environment. Through participant observation and immersion in the daily lives of subjects, the researcher collects detailed and contextualized data, often accompanied by informal interviews. This research aims to gain an in-depth understanding of cultural, social and personal dynamics, revealing the nuances and meanings that influence consumers' behaviors and choices.

Sicché offers added value to traditional ethnography through the use of responses via video, images and voice, enabling the application of online ethnographic research. This approach, known as digital ethnography or netnography, allows researchers to observe and analyze consumer behaviors and interactions in virtual environments. By collecting multimedia data, our platform keeps the approach qualitative and contextualized, reducing the bias of researcher intrusiveness. In this way, participants feel more comfortable and natural, improving the accuracy and authenticity of the information collected, and providing deep and detailed insights for more effective and targeted market strategies.”

This is a type of research used to obtain a preliminary understanding of a problem or phenomenon. It is conducted when there is no in-depth knowledge of the topic and aims to gather background information, identify relevant variables, and formulate hypotheses. This approach is often qualitative and may include methods such as interviews, focus groups, or secondary data analysis. The goal is to provide insights to develop more in-depth and focused research.

Technology that measures eye movements and positions to determine where a person is looking, for how long and in what order. Used in market research, eye tracking enables analysis of how consumers visually interact with advertisements, websites, products and other visual stimuli. The data collected helps to understand users' attention and visual behaviour, identifying which elements capture interest and which are ignored.

The face-to-face interview is a type of face-to-face interview in which the interviewer and interviewee meet physically to discuss questions and gather information. This format allows for personal interaction, allowing body language to be observed and facilitating a more fluid and in-depth dialogue.

In market research, a facility is a space equipped to conduct data collection activities such as interviews, focus groups or product testing. These facilities have rooms with one-way mirrors for discreet observation, audio-visual equipment to record sessions, and spaces to accommodate participants and clients. The facilities offer a controlled and professional environment, guaranteeing quality data collection and technical support during research sessions. There are market research facilities in the main Italian cities (in particular, Milan, Rome and Bari have a wide choice): ask us if you need advice!

A statistical technique to reduce and simplify a large number of observed variables by identifying common underlying ‘factors’ that explain the correlations between these variables. The objective is to identify latent structures or hidden dimensions within the data, which can facilitate the understanding of relationships between variables. In market research, factor analysis is used to study consumer attitudes, preferences or perceptions about products, brands or product categories

Operational phase of the research process in which data are collected directly from participants. This phase is crucial to obtain primary and authentic information about consumer behaviour, preferences and opinions. It can be conducted both in-person and online, and requires careful planning to ensure that the data collected are representative, accurate and relevant to the research objectives.
Thanks to Sicché, it is possible to conduct different types of fieldwork, such as online forums, long term communities, individual diaries, pre-tasks and follow-ups, which can be part of a structured research set-up in one or more phases, qualitative and/or quantitative. A flexible tool for every need!

With reference to market research, a filter is a tool or technique used to select, segment or exclude certain groups of respondents, data or information according to specific criteria. The aim is to ensure that the results are relevant to the subject of the research or the desired target group.

It is a qualitative research methodology involving a small group of people (usually between 6 and 8), led by a moderator, to discuss and provide feedback on a product, service or concept. During a focus group, participants share their opinions, perceptions and reactions in an interactive and dynamic environment, allowing the moderator to explore different perspectives and gain insights into consumer motivations and experiences. This method is used to collect detailed qualitative data that helps to better understand consumer behaviour, identify new product ideas, evaluate advertising campaigns and refine marketing strategies.

A graph is a visual representation of data or information, designed to illustrate relationships, trends or distributions in a clear and understandable manner. It uses visual elements such as lines, bars, dots, or segments to facilitate interpretation of data and communication of results.

A qualitative research method in which a small group of people come together to discuss a specific topic under the guidance of a moderator. The focus group is designed to encourage dialogue and interaction between participants, allowing the exploration of opinions, experiences and perceptions on topics such as products, services or ideas. Unlike the focus group, which focuses on a specific product or service, a discussion group can address a wider range of topics.

It is about using artificial intelligence to optimise the market research process. This technology analyses large volumes of data, generates predictive insights and creates content such as reports and analysis. It automates data collection and processing, providing a rapid understanding of market trends and consumer behaviour.
However, Sicché's AI currently focuses exclusively on research data provided by respondents through their answers. We have carefully developed our prompts to ensure that the analysis of the results is closely related to the research objectives, avoiding digressions and generalisations. This approach ensures that our analyses are focused and relevant to the specific needs of our clients.

Using game elements in research processes to make respondents' participation more engaging and fun, motivating them to engage more, improving response rates and the quality of responses and data collected.
Hence, it incorporated game mechanics such as points and a leaderboard to entice respondent participation, especially in the case of long term communities, to ensure richer and more complex insights.

The group interview is a research technique that involves bringing together a small number of people (usually 4 to 12) in an appropriate setting to facilitate an open discussion on the topic of interest. These conversations, guided by a previously agreed outline of topics, are moderated by a coordinator (usually a psychologist), who observes the interactions between participants, manages the group dynamic and interprets the opinions expressed.

Group interviewing is a research technique that consists of bringing together a small number of people (usually 4 to 12) in an appropriate setting to facilitate an open discussion on the topic of interest. These conversations, guided by a previously agreed topic outline, are moderated by a coordinator (usually a psychologist), who observes the interactions between participants, manages the group dynamic and interprets the opinions expressed.

Inbound Marketing is a strategy that aims to attract customers naturally and non-intrusively by providing valuable content and solutions to their problems. Unlike Outbound Marketing, which interrupts users with direct advertisements, Inbound relies on tools like blogs, SEO, social media, and email marketing to attract, convert, close, and retain customers. The goal is to build trust with the audience, generating interest and engagement with the brand in an organic way.

The in-home visit is a qualitative research technique in which researchers observe and interact with consumers directly in their homes. The aim is to understand behaviour, habits and preferences in a natural context, gathering authentic insights into their use of products or services.

It is a qualitative research methodology that consists of a detailed conversation between a researcher and a respondent, usually conducted in face-to-face (F2F), in-person or online. The objective is to explore in depth the interviewee's opinions, experiences and motivations on a given topic, product or service. There are different types of interviews based on question structure:
- Structured interview: involves a set of predefined and identical questions for all participants, with little or no deviation from the outline or discussion guide, to ensure comparability of data;
- Semi-structured interview: combines pre-defined questions with the flexibility to further explore certain topics depending on the respondent's answers. This type of interview allows for in-depth exploration of the topics of greatest interest or relevance that emerged during the conversation
- Unstructured interview: characterised by an open conversation without a fixed pattern of questions. The researcher follows the natural flow of the discussion, allowing the interviewee to freely explore their thoughts and feelings
Through our platform it is possible to structure an individual written interview with the interviewee. Questions can be pre-loaded onto the platform, allowing for individual interaction and allowing time and flexibility to respond. This digital mode is particularly effective for exploring intimate and sensitive topics, providing participants with the privacy and reflection necessary to provide detailed and authentic answers.

In market research, incentives are often offered to participants to increase their willingness to take part in online forums, interviews or focus groups, thus improving the response rate and the quality of the data collected. Incentives are designed to create perceived value by stimulating engagement and encouraging behaviour that supports the organisation's objectives.
Our hire does not include incentives, which are always paid for by the client

Demographic surveys are research studies that collect data on the opinions, attitudes and behaviour of the population, usually through polls or interviews. They are used to analyse social, political, economic and cultural trends, providing an overview of public perceptions and preferences in specific contexts.

It refers to the deep understanding of consumer behaviour, motivations and needs obtained by analysing market research data. Insights reveal hidden truths that drive consumer decisions, helping companies to develop effective marketing strategies, improve products and services and create engaging advertising messages.
Because of its ease of use and advanced analysis tools, it provides useful and interesting insights: good insight turns data into practical action, enabling companies to make informed decisions and build stronger customer relationships.

The interviewer or moderator, in qualitative market research, is the figure responsible for conducting interviews with participants to gather data and information. He acts as an intermediary between the company and the consumer, asking structured or semi-structured questions and ensuring the quality and accuracy of the answers.

In statistics or research, an item is a single question, statement or item in a questionnaire or test designed to measure a specific characteristic, opinion or behaviour.
An item list is a structured list of multiple items, often used in questionnaires or rating scales, to collect data on various aspects of a psychological phenomenon or construct

KPIs (Key Performance Indicators) are key performance indicators used to measure and monitor the achievement of specific objectives within an organisation or project. In marketing, KPIs help evaluate the effectiveness of strategies adopted, providing measurable data such as conversion rate, ROI, brand awareness or social media engagement.

Lifestyles in marketing represent the patterns of behavior, interests, values, and activities that characterize a group of consumers. These elements influence purchase choices and the way consumers use products or services. Analyzing lifestyles allows companies to segment the market and develop customized communication strategies and offers aligned with the needs and preferences of specific targets.

Measurement instrument used in market research to assess opinions or behaviour. It consists of statements to which respondents answer by indicating their degree of agreement or disagreement on a scale. The Likert scale makes it possible to quantify perceptions and opinions, providing useful statistical data for analysing trends and correlations.
So it includes, among the quantitative questions, the ‘Attitude Scale’ to take a position between two alternatives, on a fully customisable point scale.

It is the degree of loyalty that a customer demonstrates towards a brand, product or service over time. It manifests itself through repeated purchases, consistent preferences and positive word-of-mouth promotions. Companies build loyalty through loyalty programmes, product quality and excellent customer service. Strong loyalty leads to a stable customer base, increasing profitability and reducing the cost of acquiring new customers.

‘In marketing, the market refers to the set of consumers, customers or businesses who are interested in a particular product or service, and who have the ability and willingness to purchase it. The market can be segmented according to different criteria, such as demographic, psychographic, behavioural or geographical characteristics, and includes both potential and actual demand. In other words, the market represents the area or context in which a company competes to attract customers, satisfy their needs and generate sales.’

Market research is a set of systematic activities to collect, analyze, and interpret data about a specific market. They provide information about consumers and their habits, market dynamics, and socioeconomic context. This research helps identify market opportunities, assess customer satisfaction, analyze the effectiveness of marketing strategies, and forecast future trends. In this way, companies can develop and adapt their product, pricing, promotion and distribution strategies. Commonly, a market research is divided into two types: qualitative or quantitative research.

We have worked at research institutes, become freelancers and gained expertise in a variety of industries, including FMCG, pharma, technology, retail, luxury goods, finance, telecommunications, energy and leisure.

Selected group of individuals who regularly participate in market research or surveys. Panel members represent a sample of the target population and provide regular feedback and data on various topics, products or services. Panels can be used to collect both qualitative and quantitative data and help companies monitor trends, understand consumer preferences and test new concepts over time. Using a panel offers the advantage of having a reliable and available pool of respondents, reducing the time and cost of recruiting for individual research.

Marketing is the set of activities, strategies and techniques aimed at understanding and satisfying the needs and desires of consumers, in order to promote and sell products or services. It includes market analysis, target segmentation, the creation of targeted offers, communication management and the definition of distribution channels, with the aim of creating value for both the customer and the company.

The marketing mix is a model that represents the set of tools and strategies used by a company to achieve its marketing objectives. Traditionally, the marketing mix is composed of 4Ps: Product: the company's offer, including features, quality, design, brand and variants. Price (Price): the pricing strategy, which must be competitive and in line with perceived value. Point of sale (Place): the channels through which the product is distributed and made available to the consumer.
Promotion: the communication and promotion activities to attract and persuade customers'.

In English, the term media refers to the mass media used to disseminate information, entertainment and messages to the public. It includes traditional channels such as print, radio, television and cinema, as well as digital platforms such as social media, websites and online streaming.

A market research method that uses mobile devices such as smartphones and tablets to collect data. It allows studies to be conducted in real time, reaching a wide audience and allowing participants to respond wherever they are. Therefore, it was designed and developed with a ‘mobile first’ perspective. Indeed, for the respondent, every function or type of question is easily accessible from a smartphone. In addition, the platform exploits mobile features, such as geolocation and camera, to obtain richer and more contextualised insights.

Model or physical or digital representation of a product, used to visualise the design, appearance and functionality of the final product before it is actually made. Mock-ups are often used to test and improve concepts, gather feedback from customers or present ideas to stakeholders and internal teams. They are used to identify and solve any design or functionality problems at an early stage of the development process. With Sicché it is possible to collect immediate and detailed feedback from respondents by attaching multimedia stimuli to open questions or by using specific tools such as PINs on images and videos. This feedback is supported by real-time heatmaps and graphs, which facilitate precise and effective analysis.

Moderation in market research refers to the process of guiding and managing discussions during research sessions, such as focus groups, interviews or other data collection methods. The moderator is responsible for facilitating dialogue, maintaining order, stimulating participation, and ensuring that all research topics are dealt with in a balanced manner.The moderator must be impartial, able to listen actively, ask open-ended questions, avoid influencing participants' responses, and collect data in a way that is useful for research objectives.’

see "moderation"

‘The Zero Moment of Truth (ZMOT) is the stage in the decision-making process when the consumer, driven by a need, starts looking for information online to decide whether to buy a product, even before seeing or touching the product physically, i.e. before going to a shop.This concept, introduced by J. Lecinsky in 2011, represents an evolved version, in a mobile key, of the First Moment of Truth (FMOT) model created by Procter & Gamble in 2005, which describes the purchase path, providing insights to develop strategies aimed at reaching consumers.

The First Moment of Truth (FMOT) is the moment when the consumer has a direct encounter with the product.It is those brief moments (3 to 7 seconds) during which, in front of the shelves, the customer makes a decision on which product to buy from the available options.

The Second Moment of Truth (SMOT) occurs after the purchase, when the customer evaluates the user experience of the product and verifies whether it met his expectations.

A moodboard in marketing is a visual collage of images, colours, materials, and concepts that represent the mood, style, and identity of a brand or advertising campaign. It is used to gather and communicate ideas, emotions and creative directions before developing a project, such as for the creation of a logo, advertisement, or product design. The moodboard helps to visually define the tone of communication, facilitating understanding between team members and with customers.

In marketing, motivation refers to the internal and external factors that drive a consumer to take an action, such as buying a product or service. It can be influenced by psychological, emotional, social or practical needs, and is the engine that drives consumer behaviour. Companies analyse motivations to understand customer preferences, personalise offers and create marketing messages that respond to the desires and needs of the target audience.

Motivational research in marketing is a methodology used to explore the underlying reasons for consumer behaviour and decisions. It focuses on what motivates individuals to take certain actions, such as buying a product or joining a service. Unlike other forms of research, which focus on more tangible or behavioural data, motivational research investigates psychological, emotional and cultural aspects to understand the true motivations, desires and expectations that influence consumer choices.

A motivational survey is a research methodology that explores and analyses the deep-seated motivations that drive consumer behaviour and decisions. Unlike traditional surveys that focus on explicit, behavioural data, motivational enquiry seeks to understand the underlying psychological, emotional and social causes, such as desires, needs, values and beliefs, that influence purchase choices and interaction with products or services. This type of research can be useful in identifying new market opportunities, optimising brand positioning or creating more effective marketing strategies, as it provides a deeper and more nuanced picture of the real reasons why consumers make decisions.

A type of market research in which both the costs and results of the study are divided among several companies or customers. In this approach, a single study is developed and carried out to gather information on a topic of interest shared by several companies. The results may be accessible to all who request them or limited to a select group of subscribers who are mutually aware of their participation. This type of research is often used to explore market trends, analyse consumer behaviour or assess new opportunities in specific sectors.

Closed question type in which you are asked to experiment with one or more preferences among a set of predefined items/response options.

A method of market research in which specially trained individuals, called mystery shoppers, behave like normal customers to assess the quality of service, shopping experience, and compliance with company standards in shops, restaurants, or other outlets. This approach provides companies with detailed and objective information on how their employees interact with customers, allowing them to identify areas for improvement and ensure excellent service.

Mystery visiting is a marketing research technique involving the use of ‘mystery’ visitors or ‘unknown customers’, i.e. people who pass themselves off as normal consumers in order to observe and evaluate the shopping experience, service quality, interaction with staff, environment and other aspects of a shop or service. The objective is to collect objective and honest feedback that can provide useful information to improve the offer or customer experience.

A market research method used to assess the effectiveness and attractiveness of potential names for a product, service or brand. During a naming test, respondents are asked to express their preferences and reactions to various proposed names, analysing aspects such as memorability, relevance and emotions evoked. The objective is to identify the name that best resonates with the target audience and effectively supports the brand identity. Thanks to the Image Associations question and the emotional tests pre-loaded in the platform, Sicché makes it easier to identify emotional associations. The Preference Ranking question also provides a simple and effective way of ranking proposals for analysis.

This is a research approach aimed at identifying consumers' unmet needs with respect to a particular brand/product/service. Respondents are asked to imagine the ideal brand or product and then evaluate various existing brands or products according to key attributes; if no existing brand or product meets the ideal, there is a gap in the market, a gap that could be filled by a new brand or product.

The Net Promoter Score (NPS) is a metric used in market research to measure customer loyalty to a company or brand. It is based on the question: ‘How likely are you to recommend this product/service to a friend or colleague?’ Customers answer on a scale of 0-10, and are then divided into three categories: promoters (score 9-10), passives (score 7-8), detractors (score 0-6). The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.

Qualitative research method that studies the interactions and behaviour of individuals within online communities and social media. Derived from ethnography, netnography focuses on observing digital conversations and activities to understand the social dynamics, motivations and opinions of users. This approach is particularly useful for exploring consumers' perceptions and experiences in digital contexts, providing in-depth insights into their habits and preferences. Through the use of Sicché, netnography can be enhanced by collecting and analysing data from online interactions in a systematic and real-time manner!

A discipline that combines neuroscience and marketing to study consumers' unconscious reactions to advertising stimuli, products and brands. Using techniques such as fMRI and EEG, neuromarketing analyses emotions and decision-making processes to optimise marketing strategies. Our market research platform can integrate elements of neuromarketing, collecting data on the emotional and cognitive reactions of participants, helping companies to better understand consumer motivations and improve the effectiveness of different campaigns.

This is a geographical breakdown used to measure and analyse television and advertising markets. Created by the Nielsen Company, a leader in market research, these areas segment the territory into specific regions based on distribution and consumer behaviour. Nielsen Areas are used to collect audience data, evaluate the effectiveness of advertising campaigns and provide detailed insights into consumer habits in different geographic areas, facilitating strategic decisions for companies and advertisers.

In marketing, this refers to people who do not use a particular product or service. This consumer segment is often the subject of analysis by companies, as it offers an opportunity to understand the reasons why people do not choose a certain brand or product, and thus develop strategies to convert them into users. Understanding non-users helps identify potential barriers to adoption, such as competitive preferences, cost, lack of information or disinterest.

Notoriety in marketing refers to the level of public knowledge and recognition of a brand, product or service. It indicates how aware the target audience is of the existence of a brand and its offer. Awareness is a key aspect of brand building, as it influences the consumer's perception and purchase decision.

A type of multi-client market research in which several companies share a single study, each entering their own questions on a regular basis. This approach allows data on various topics to be collected in a single survey, making the research more cost-effective and accessible for individual companies.
As a result, it can facilitate the management of omnibus studies, allowing companies to easily enter their questions and quickly access the collected data, providing an efficient process for gaining insight into multiple topics at once.

‘A virtual platform where individuals with common interests can interact, share information and discuss various topics. These communities allow users to communicate through forums, chats, posts and other digital tools, creating a space for collaboration and sharing. In market research, online communities are used to gather feedback, gain insight into consumer behaviour and test new products or ideas in a controlled environment. These groups can be temporary, created for a specific research project, or permanent, maintaining an ongoing dialogue with a large number of participants to monitor trends and opinions over time.
Our platform Sicché is in effect an MROC’.

‘The diary is a qualitative tool used to collect data on consumers' experiences, behaviour and opinions in their everyday environment. Online diary participants record their activities, thoughts and feelings about specific products, services or research topics, including pharma.
With Sicché, the diary becomes digital and allows for detailed, real-time insights, providing an authentic and contextualised view of respondents' interactions with the object of study, as well as sharing multimedia material that can be easily catalogued and analysed by the researcher.’

This method is particularly useful for collecting qualitative and in-depth data, improving understanding of consumer perceptions and preferences. Participants are asked to complete tasks or answer questions independently via an online platform. On Sicché, these tasks may include recording their daily experiences, opinions or behaviour regarding a specific product or service, through written or spoken responses, by recording videos or uploading photos.

Methodology of data collection and analysis that occurs through digital platforms and the Internet to reach consumers. It uses tools such as online surveys, online focus groups, communities and forums, or browsing behavior analysis to gather information about consumers, market trends, and product positioning. An online market research can be qualitative or quantitative, and it can be synchronous (at the point when interactions between researcher and consumers occur in real time), or asynchronous as in communities, where interaction is not real time. So that it is a platform for asynchronous online qualitative communities and allows for reaching large segments of populations.

OOH (short for Out of Home) refers to all forms of advertising displayed to the public outside the home. This includes billboards, posters, digital screens, advertisements on means of transport (e.g. buses, trains, subways), street furniture (e.g. bus stop shelters) and any other media visible in public places.

An acronym for Out-of-Stock, OOS indicates the situation where a product is not available on the shelves of a shop, either physical or online, because the stock is out of stock.

It is the typical question used in qualitative research, allowing respondents to express their opinions, thoughts and feelings without limitations imposed by predefined answers. It allows qualitative and detailed insights into respondents' experiences and motivations, providing a deeper and more nuanced understanding of their perceptions and attitudes.
It is the most frequently used question on Sicché. With the different options available, the researcher can request the upload of multimedia files, provide sub-questions to go into detail or the repetition of the same question, which is useful in the case of continuous surveys (e.g. consumer diaries, journeys...)

Opinion leaders in marketing are influential individuals who, due to their expertise, credibility or authority in a given field, are able to guide the opinions, choices and behaviour of a group of people. They often play a key role in marketing strategies, as they act as intermediaries between the brand and the audience, helping to spread messages and build trust in products or services.

Outbound marketing is an approach to marketing in which companies send promotional messages directly to the public, often without the public having requested them. It includes activities such as television and radio advertising, billboard advertising, telemarketing, unsolicited promotional emails and social media campaigns aimed at reaching as many people as possible.

See "market research panel"

Element of the marketing mix that refers to the container or packaging of a product in its function of not only protecting the product but especially in its role of communicating the brand, attracting consumers and influencing their purchasing decisions. Important marketing tool useful in differentiating a product from competitors.

Research used to evaluate the effectiveness of a product's packaging or more generally to gather reactions and impressions. It consists of presenting consumers with different packaging designs-often using mock-ups-and gathering feedback on aspects such as visual appeal, understanding of information, brand appeal, and likelihood of purchase. The goal is to optimize packaging to improve market impact, increase sales, and ensure that the pack meets the expectations of the target audience.

See "market research panel"

Companies that specialize in managing and providing respondent panels, which are groups of people selected and profiled to participate in market research, surveys or studies.

The term PAPI (Paper and Pencil Interviewing) refers to a data collection methodology used in market research in which interviewers record participants' responses using pen and paper, often following a predefined paper questionnaire. This traditional approach is used primarily in settings where access to digital tools is limited or impractical.

A payoff is defined as a short phrase or slogan that summarizes and communicates the positioning of a product, service or brand, creating an emotional connection with the consumer. It is designed to be memorable and to reinforce the brand image, often complementing the logo or brand name.

POP (Point of Purchase) or POS (Point of Sale) refers to the physical or digital location where the purchase of a product or service takes place. In marketing, the POP/POS represents a strategic space to influence the consumer through promotional materials, displays, packaging or offers, with the goal of stimulating the purchase decision at the very crucial moment.

It refers to the complete set of individuals, objects or events that possess common characteristics and are the subject of a statistical/market analysis or research. The population includes all units of interest to the study, while the sample represents a selection of these members, used to make inferences or estimates about the whole population.

Brand positioning is concerned with how a brand is perceived by consumers relative to competitors. Brand positioning includes the strategic choices and actions taken by companies to influence that perception, with the goal of building and maintaining a unique and positive brand image in the minds of consumers.

A method of market research, on a small scale, used to evaluate the effectiveness of an advertising campaign, product, or concept before its official launch. Pre-testing generally represents a stage prior to a large-scale study.
With short-term, 1- or 2-day rentals, Sicché allows for rapid testing and immediate feedback from consumers, enabling strategic adjustments to be made in a timely manner.

A pricing test is a research methodology used to determine consumer sensitivity to the price of a product or service. The objective is to identify the optimal price that maximizes sales, profit, or other performance metrics by testing different pricing options in various contexts.

Primary data is information collected directly from the source, specifically for a specific purpose. They are collected through original research methods, such as surveys, interviews, focus groups, and direct observations. Primary data are often detailed and relevant to the specific research objective. For example: direct observations of shopping behavior in a store.

It is the central idea or vision that guides the design, development, and positioning of a product. It describes, in a concise way, what the product represents, what problem it solves for the user, and what unique benefits it offers over the competition.

Traditionally, concepts are divided into three parts.
Insight: starts from people's needs, wants or motivations. It is something the consumer thinks or feels, but perhaps does not express clearly. Good insight enables companies to create messages and products that exactly meet consumers' real needs.
The benefit: that is, the concrete or emotional benefit that the consumer gets from using a product or service. The benefit clearly explains to the consumer why they should choose that product (these can be functional or emotional benefits).
RTB (reason to believe): is the evidence that shows that the product or service really delivers on the promise made in the benefit. Without a convincing RTB, the consumer may not trust the promised benefit.

Product lifecycle is a model that describes the different stages a product goes through from its introduction to the market to its retirement. This model helps companies understand and manage marketing, production, and distribution strategies based on the stage the product is in. The main stages of the product life cycle are: introduction, growth, maturity, and decline.

Market research method used to evaluate the performance, acceptability, and appeal of a product before or after launch. Participants try the product and provide feedback on various aspects, such as quality, functionality, taste, design or packaging. This test helps companies identify strengths and weaknesses, make adjustments, and make informed decisions about launching or improving the product. Sicché allows this type of study to be conducted online, giving participants a way to provide feedback in real time, through photos, videos and voice responses. PIN Responses on images/videos also enable detailed responses and automatic graphs ready for research output.
see projective testing

These are psychological methods used in qualitative research to explore respondents' thoughts, emotions, and unconscious motivations. This approach helps reveal hidden desires, fears, and attitudes that may not emerge through direct questions. Through projective testing, subjects are subjected to ambiguous stimuli, such as images or scenarios, and then encouraged to interpret or tell a story about them. Common examples of projective tests in market research include free association and sentence completion.
Sicché has introduced, in addition, the “Image Association” question, with a number of pre-loaded tests available, including image clouds, including the Picture Test, scientifically validated in collaboration with the University of Turin. It is, in addition, always possible to upload a set of proprietary images.

A prospect is a potential customer who has shown interest in a product or service but has not yet made a purchase. It differs from a lead in that the prospect has a greater likelihood of becoming an actual customer, often because he or she has already interacted with the company or exhibited behavior that suggests purchase intent.

Psychographics is a market segmentation technique that, unlike demographic segmentation that relies on objective data such as age, gender and income, is based on the psychological traits, attitudes, values, lifestyles, motivations, opinions, desires and behaviors of consumers.

Psycholinguistics studies semantic associations related to a concept or stimulus, exploring how words, sounds or colors are linked to certain ideas or emotions in people's minds. In the field of emotional marketing, this research aims to identify signs and symbols that evoke strong associations in the audience to effectively tell and position a product, brand or concept. The goal is to exploit those stimuli that, in the collective imagination, are already linked or easily associated with the item to be promoted.

Software for managing telephone interviews using CATI technique (definition). It is a program that allows automatic data entry in research using CATI methodology.

Qualitative market research is a methodology that explores consumer attitudes, opinions, motivations and behaviors. This type of research is characterized by an unstructured analysis, usually conducted following a discussion track or series of open-ended questions. This approach allows the researcher to formulate hypotheses, identify thought connections and analyze the emotional-symbolic components that influence consumer choice processes. Cognitive, projective and creative techniques are used, accompanied by tools such as focus or discussion groups, in-depth individual interviews, ethnographic observations and desk research.
Through qualitative research, deep insights are gained on smaller, selected samples, which help interpret market dynamics and develop more targeted and effective strategies. Its function can thus be preparatory to quantitative research, focusing on issues to be “weighed” through larger samples to ensure statistical representativeness; the exploratory aspect, obtaining emotional and affective information about products and brands; the creative aspect, assisting companies in choosing brand or product names; and the diagnostic aspect, delving into particular market issues. We firmly believe in the value of qualitative research. Our experience has shown us how this approach is able to reveal the motivations and emotions that drive consumer choices, to capture the nuances and hidden details that often escape quantitative research.

See "qualitative research"

Quantitative market research is a methodology that collects and analyzes numerical data to measure and quantify market phenomena. It uses tools such as surveys, questionnaires, and analysis of existing data administered to large and representative samples. The goal is to obtain generalizable and statistical results, which allow the identification of trends, behaviors and preferences of consumers on a large scale.

So that it also includes quantitative questions, including automatic graphs, conveniently filterable. This was a choice that we considered essential, with a view to meeting an increasingly hybrid research approach, combining qualitative and numerical data.

See "quantitative research"

Percentages established in advance that define the composition of a sample based on sociodemographic or other characteristics. During a survey, it is critical to keep an eye on the quotas to avoid skewing the sample over or under by interviewing members of specific categories, thus ensuring that the sample correctly reflects the target population. This control is essential to ensure the representativeness of the sample.

Quota sampling is a non-probability sampling technique in which the population is divided into subgroups or quotas based on specific characteristics (such as age, gender, income, geographic area, etc.). The researcher sets proportional shares for each subgroup based on their presence in the total population and then selects participants until the predetermined number for each share is reached.

To randomize means to assign items, participants or samples to groups or treatments randomly, without any predetermined criteria. In statistics or research, randomization is used to reduce bias and ensure that results are generalizable and not influenced by external factors. For example, in an experiment, participants are randomly assigned to treatment or control groups to eliminate the effect of confounding variables.

In the context of a copy strategy or new product concept, it is the argument or evidence that justifies the value promise (benefit), making it credible in the eyes of the consumer.
Basically, it is a concise explanation of the reasons why the company is convinced it can deliver on the promise made by the product, demonstrating its ability to meet customer expectations.

A professional who is responsible for sourcing participants in qualitative and quantitative market studies and research. His or her role is to ensure that he or she recruits consumer profiles that match the subject of the survey. the finder administers a finder questionnaire that includes a series of filter questions designed to identify the profile of interest.

Process of identifying and recruiting participants for market research studies, polls, or other surveys. Finding involves selecting individuals who represent the target demographic or market segment of interest, ensuring that the sample is adequate to obtain relevant and accurate data. This process may include the use of existing databases, advertisements, direct invitations or digital platforms to find and engage participants. Effective sourcing is essential to ensure that the research is representative and that the results are useful and applicable to the objectives of the study.
There are many companies in Italy that specialize in retrieval: we are in contact with the most reputable and reliable ones with whom we can help you make direct contact.

Recruiting from list, in market research, refers to the process of selecting and contacting participants in a study using a preexisting list of subjects, such as customers, prospects, or other specific target categories. This list can be obtained through corporate databases, subscriptions to mailing services, or other sources.

A representative sample is a subset of a larger population that accurately reflects the demographic, social, and behavioral characteristics of the entire population. The main objective is to ensure that the results obtained from the sample analysis can be generalized to the total population with a high degree of accuracy. To be representative, the sample must be selected in such a way as to avoid bias and proportionately include all relevant variables present in the population.

A firm that specializes in collecting, analyzing, and interpreting data to help other companies, organizations, or entities make informed decisions. These firms provide research services in a variety of areas, including marketing, health, business, technology, social sciences, and more, developing customized studies to address specific needs.
Within market research, research firms play a key role, helping their clients better understand the market, consumer behaviors, emerging trends and the effectiveness of marketing strategies. They may offer various services, such as opinion surveys, sales analysis, product testing, demographic studies, segmentation analysis, and performance measurement of advertising campaigns. Research firms use qualitative research tools and techniques such as: interviews, focus groups, synchronous and asynchronous communities, bulletin boards, or quantitative research tools and techniques such as digital data analysis and statistical methodologies.

An organization that specializes in collecting, analyzing, and interpreting data to understand social, economic, or market phenomena. Research institutes can conduct qualitative and quantitative studies to help companies, governments, and other organizations make informed decisions. They use various methodologies, such as surveys, interviews, focus groups, and secondary data analysis, to provide insights into behaviors and trends. With their expertise and advanced technologies, research institutes support the development of effective strategies, innovation of products and services, and optimization of marketing campaigns.
We collaborate closely with research institutes, offering our advanced platform for conducting digital market research and constantly listening to the emerging needs of researchers with the goal of always providing cutting-edge tools.

The final outputs produced by a research project, which may include raw data, analyses, reports, graphs, and insights. These outputs synthesize the information gathered and provide answers to research objectives, supporting strategic and operational decisions.
By exporting automatic graphs as well as the best verbalizations, which can be downloaded by choosing from several ready-made templates,
Sicché makes it easier and faster to generate customized research outputs that are clear and immediately usable by companies to guide their strategies.

A marketing researcher is a professional who collects, analyzes, and interprets market, consumer, and competitor data to support a company's strategic decisions. He or she uses a variety of research techniques, both qualitative and quantitative, to understand the behaviors, preferences, and needs of the target audience in order to optimize marketing strategies and improve the effectiveness of business activities.

A respondent in market research is a person who participates in a survey, interview, or other data collection methodology, providing information or opinions related to the topic being researched. Respondents represent the sample selected for the study.

Total number of people who actually responded to a question or set of questions in a survey or poll. This base represents the group of participants who provided valid responses and is used as a reference for calculating percentages and result statistics.

Retail refers to the sale of goods or services directly to consumers for personal use, rather than for resale. It includes physical stores, e-commerce, and other distribution channels where businesses interact with end customers. Retailers range from small shops to large chains and online marketplaces.

A retailer is a business or individual that sells goods or services directly to consumers for personal use. Retailers operate through physical stores, online platforms, or both, acting as the final link in the supply chain between manufacturers and customers.

Retention in marketing refers to a company's ability to keep its customers over time, preventing it from losing them to competitors. Retention marketing focuses on strategies and activities designed to retain customers, improving their experience, satisfaction and long-term value to the company. Common techniques include loyalty programs, personalized communications, exclusive offers and excellent customer service.

Return on Investment (ROI) is an indicator used to measure the effectiveness of an investment. It expresses the ratio of the gain obtained to the amount invested, helping to assess the profitability of an operation or project.

The sample is the set of individuals, objects or units selected through the sampling process from a larger population. A sample should be representative of the total population so that conclusions and inferences drawn from the analysis are valid and generalizable. The representativeness of the sample depends on the selection methodology used and the adequacy of the sample size.

Specialized provider offering access to panels or groups of people selected to participate in market research, surveys or studies. These providers recruit, manage, and maintain databases of profiled participants, ensuring that the sample meets specific criteria, such as age, gender, interests, or consumption habits, to best represent the research target.

Sampling is the process by which a representative subset (called a sample) is selected from a larger population for analysis, research, or measurement purposes.

In marketing, a scale is a measurement tool used to quantify consumer opinions, attitudes, preferences or behaviors. Scales can be nominal, ordinal, intervallic, or ratio-based, and are often used in surveys and market research to collect structured, analyzable data. A common example is the Likert scale, which measures the degree of agreement or disagreement with a statement.

A tool used in market research to select suitable participants for a study. Through targeted questions, it identifies who possesses the necessary characteristics of the target sample. The main objective is to exclude participants who do not fit the selection criteria, thus ensuring that the research results are relevant and representative of the interest group.

Secondary data is information that already exists, collected from other sources and for other purposes, but can be reused for current research. These data come from sources such as market reports, government data, scientific articles, previous studies, and public or private databases. For example: demographic data available in government or institutional databases.

Segmentation in marketing is the process of dividing the market into homogeneous groups of consumers, called segments, based on common characteristics such as demographics, behavior, needs or preferences. This enables the creation of targeted strategies to meet specific needs of each group, optimizing the effectiveness of marketing efforts. Based on this assumption, segmentation research was born, aimed at categorizing groups of people based on their lifestyles, either to inviduate micro-segments of a market or industry.

A psychological measurement technique used to analyze people's perceptions and attitudes toward a stimulus under study. Devised by Charles E. Osgood, this method uses a series of bipolar scales with opposing adjectives (such as happy-tristful, strong-weak) where participants mark their position. So that includes this type of question, including automatic graphing.

The semi-structured interview is a type of qualitative interview in which the researcher uses a guide of predefined open-ended questions, but leaves room to deviate and delve into emerging topics during the conversation even without following the predetermined flow. Although there is a basic structure, the format allows more flexibility than the structured interview to explore responses in depth and stimulate more in-depth discussion.

Discipline that studies signs and symbols and their meaning within communication. In the context of marketing and market research, semiotics is used to analyze how consumers interpret advertising messages, brands, products, and packaging by decoding associated cultural and social meanings. This approach helps to understand how symbols and signs influence brand perception and buying behavior. Our platform has a variety of associative tests, including the Quadri Test, scientifically validated with the University of Turin. To support the interpretation of the pictures chosen by the respondents, Sicché offers a semiotic analysis of the 40 images that make up this test. And it will not be the only one!

Type of closed question in which you are asked to experiment with a single preference among a set of predefined items/response options.

Small but highly qualitative datasets that provide deep insights into consumer behavior, motivations, and emotions. These data, collected through observations, interviews, or qualitative research, help to understand specific contexts and make emotional connections, guiding targeted and personalized strategies. For Martin Lindstrom, who theorized this concept, small data are small clues or everyday observations that reveal consumers' unconscious needs, desires and behaviors. These are seemingly insignificant details that, when interpreted correctly, can generate profound insights and drive innovation, often with greater impact than big data.

Concept in social psychology and market research that describes the tendency of people to respond or behave in a way that is considered socially acceptable or favorable in the eyes of others, rather than expressing their actual opinions or actions. In other words, social desirability represents the willingness to “look good” or conform to social norms to avoid negative judgments. Understanding and mitigating social desirability is critical to obtaining accurate data and correctly interpreting research results.

Social media are digital platforms that allow users to create, share and exchange content, ideas and information through virtual networks. They enable social interaction in real time, facilitating communication, collaboration and the creation of online communities.

Social media marketing is a digital marketing strategy that uses social media platforms to promote products, services or brands, interact with audiences and achieve business goals.

Social media research is the analysis of data from social media to understand audience behaviors, opinions, preferences and trends. Through techniques such as conversation monitoring, sentiment analysis, and data mining, it enables companies to gather useful insights to develop marketing strategies, improve products or services, and anticipate market needs. This approach leverages the wealth of information generated by users on social networks to make evidence-based decisions.

SPSS (short for Statistical Package for the Social Sciences) is a widely used software for statistical data analysis.
Originally developed for the social sciences, it is now used in many fields, including market research, medicine, education and business.
SPSS allows you to manage large data sets, perform descriptive and inferential analyses, apply advanced statistical models, and create graphical visualizations

In marketing, a stakeholder is anyone who has an interest or influence on a company's marketing activities. Stakeholders include customers, suppliers, employees, investors, regulators, and the media. Managing them effectively is critical to the success of marketing strategies, meeting their needs and maintaining a good brand reputation.

It is the standard deviation of a given sample distribution of a statistic.
If, from a population, one draws all possible samples of numerosity n, and if on
each of these samples a particular statistic (such as the mean) is calculated, we
obtain a distribution of values, called the sample distribution of this statistic (in our
our example, of the mean).
This distribution also has its own standard deviation, which is called the
standard. So the standard error of the mean is the standard deviation of the distribution
sample of the averages computed over all possible samples of numerosity n, drawn
from a given population.

In statistics, it is the process of transforming data so that they have a mean of 0 and a standard deviation of 1. This is done by subtracting the mean and dividing by the standard deviation of each value. Standardization makes it possible to compare variables with different scales and to apply scale-sensitive statistical methods, such as cluster analysis or regression.

In statistics, statistical error represents the discrepancy between the measured or estimated value and the true or actual value of a phenomenon. This error can result from several factors related to data collection, processing, and analysis.

Types of statistical error:
- Sampling error: occurs when a sample does not perfectly represent the population from which it is drawn. It is an inherent error in sample-based methods.

- Non-sampling error: arises from other sources of error unrelated to sampling, such as data collection (false answers, misunderstanding of questions, missing answers), data processing (transcription, coding or calculation errors), uncalibrated measurement instruments.
- Systematic error (bias): occurs when collected data are systematically skewed in one direction, often due to methodological errors.

- Random error: results from natural variability in the data and has no specific direction. It can be reduced by increasing the sample size. - Measurement error:includes errors related to the instruments or methods used to measure a variable.

- Estimation error:difference between an estimated value (e.g., a sample mean) and the true value of the population.

Statistical estimation is the process of inferring information about a population from the analysis of a representative sample. It uses mathematical methods to calculate unknown parameters, such as mean or proportion, often accompanied by measures of uncertainty such as confidence intervals or standard errors.

A statistical hypothesis is a statement made about the parameters of a population, which is tested using sample data. It can be a null hypothesis (H₀), which represents the absence of effects or differences, and an alternative hypothesis (H₁), which suggests the presence of effects or differences

Statistical significance indicates the probability that a result observed in an analysis is real and not due to chance. In practice, it is a measure of whether a relationship or difference between variables is statistically significant. Statistical significance makes it possible to determine whether a sample data (a percentage, a mean) can be extended to the entire population from which the sample was drawn.

Discipline concerned with the collection, organization, analysis and interpretation of data in order to draw conclusions and support decisions based on quantitative evidence. It is divided into two main branches: descriptive statistics, which summarizes and represents data through measures and graphs, and inferential statistics, which uses data from a sample to make predictions or inferences about a larger population.

Stratified sampling is a probability sampling method in which the population is divided into homogeneous subgroups called strata, based on one or more common characteristics (such as age, gender, education level, etc.). Within each stratum, individuals are randomly selected for inclusion in the sample, often in proportion to the size of the stratum in the total population. This approach ensures that all strata of the population are adequately represented in the sample, increasing the accuracy and precision of statistical estimates compared to simple random sampling

The structured interview is a type of interview in which the researcher uses a set of predetermined questions in a fixed order, with the goal of obtaining consistent and comparable responses across participants. The questions are generally closed-ended (with predetermined response options) leaving the respondent with no freedom to answer. This format is generally used to collect quantitative data, ensuring uniformity and facilitating statistical analysis.

Research tool used to collect data and opinions from a group of people on a specific topic. Surveys can be administered in various formats, such as online, telephone, or paper questionnaires, and include a series of questions, both open-ended and closed-ended, to obtain quantitative and qualitative feedback. Survey results provide useful insights into the preferences, behaviors, and opinions of the target audience.
So that it can also lend itself to survey creation, distribution and analysis, enabling efficient data collection, reaching a wide audience and obtaining real-time results for informed decision making.

SWOT Analysis is a strategic analysis tool used in marketing and business management to analyze the internal and external factors that influence an organization/product or service. The acronym represents Strengths: positive internal aspects that give a competitive advantage. Weaknesses: internal aspects that limit performance. Opportunities: external factors that can be exploited to grow or improve. Threats: external risks that could hinder the achievement of goals.

In general, the target audiences (“”targets“”) of a certain marketing initiative.
Specifically, this is a specific group of individuals, market segments, or audiences to whom a product, service, advertising campaign, or research is directed. The target audience is identified based on relevant characteristics such as demographics (age, gender, income), geography, behavior, psychographics or other parameters that reflect potential consumers or end users. Defining the target audience precisely is essential for developing effective marketing strategies and for focusing research on those most likely to respond positively to the company's offerings.

Research technique used to assess consumers' preferences for a food or beverage product by analyzing their sensory response. During a tasting, participants try the product in a controlled environment, often without knowing which brand it is, to ensure impartiality. In recent years, product tastings are also increasingly being conducted through online platforms: product tests can be conducted on Sicché, allowing respondents to upload photos, videos, voice or projective associations related to the perception of the product tested.

A test, in consumer psychology, is a test or evaluation designed to measure a person's performance or the effectiveness of a product or service. In statistics, on the other hand, a test is an inference procedure used to evaluate whether to reject the null hypothesis in favor of an alternative hypothesis (statistical significance test). Statistical tests can be one-tailed or two-tailed, depending on the direction considered in the alternative hypothesis: a one-tailed test evaluates a change in only one direction from the null hypothesis, while a two-tailed test considers changes in both directions

Specific geographic area chosen to test a product, service or promotional campaign before large-scale launch. This area evaluates market acceptance, consumer behavior, and the effectiveness of marketing strategies in a real but controlled environment. The test area allows companies to collect useful data and make predictions based on consumer reactions in a representative local context

It indicates the percentage of responses that correspond to the highest scores on a rating scale. This indicator is often used to measure maximum satisfaction or approval of a product, service or concept, as it reflects the most positive opinion of participants.

A study involving the continuous or periodic monitoring of a social or market phenomenon by repeating the same survey several times over time. The objective of tracking is to monitor the performance of a product, brand, or advertising campaign over time by collecting up-to-date and relevant data on variables such as brand awareness, satisfaction, purchase intentions, to identify trends, measure the impact of marketing strategies, and adjust actions in a timely manner. These monitoring studies are essential for understanding the evolution of consumer preferences and behaviors, helping companies maintain their competitiveness and optimize their brand or product positioning. It can be carried out on rotating samples, which change over time (while all being representative of the relevant population), or on panels or constant samples.

Evolutionary trend of a certain phenomenon as a function of time: behaviors, attitudes, opinions, preferences of consumers that can influence demand and business strategies. Recognizing trends enables companies to anticipate the market, adapt their offerings, and remain competitive.

In statistics it is synonymous with population. It refers to the complete set of individuals, objects, events, or items with common characteristics that are the subject of a statistical study or investigation. The universe represents the entire base from which a sample can be drawn to analyze phenomena or obtain estimates.

The unstructured interview is a qualitative data collection technique in which the researcher does not follow a structured guide or flow of predetermined questions. In this type of interview, the interview is open-ended and flexible, allowing the participant to speak freely on relevant topics, with the researcher intervening to elaborate on emerging themes by adapting to the conversation and the specific context of the interviewee.

Market research that explores consumers' usage behaviors and attitudes toward a product, product category, or service. U&A studies analyze how, when, and why consumers use a product, as well as their perceptions, preferences, and satisfaction. These studies provide detailed insights into purchase motivations, frequency of use, brand loyalty and areas for improvement, helping companies better understand their market and identify opportunities for growth.

Person (user) who uses or has used a specific product, service, technology. Users are a target of interest to companies and researchers because they provide direct insights into the user experience, satisfaction, needs, and expectations related to what they consume or use. Understanding the user perspective is critical in research such as UX/UI, product testing, and the development of new concepts to optimize offerings and improve the customer experience.

Detailed fictional representations of the different types of users who use a product or service. Based on real data collected through market research and UX research, user personas include demographic information, behaviors, motivations, goals, and challenges of users. These representations help design and development teams better understand their target audiences, guiding decisions that improve usability and user satisfaction. Sicché includes, among its analysis functions, the attribution of “Personas” to individual participants-a tag that becomes a useful filter in both diversifying discussion streams and analyzing results.

Research process that aims to understand the needs, behaviors, perceptions, and experiences of users in relation to a product, service, or digital interface. The goal is to improve product design to make it more intuitive, effective, and satisfying for the end user. In addition to being the result of a thorough UX study to make it easy to use, our platform lends itself to conducting usability tests. In fact, it is possible to choose from which device respondents can view the questions (all, only mobile devices, or only the computer).

Process of verifying and confirming the accuracy, reliability, and applicability of a research method, tool, or result. In market research, validation ensures that the data collected are correct and that the conclusions drawn are robust and representative of the study sample. This process can include data quality control, replication of studies, comparison to benchmarks or recognized standards, and analysis of the internal consistency of results.
An example of this is our Squares Test, which has been scientifically validated by the University of Turin: an emotional projective test consisting of 40 images, expressing 10 emotions, according to Izard's theory of emotions.

In statistics and marketing, validity refers to the accuracy and reliability of a measurement or study in capturing what it is intended to measure.
In statistics, validity ensures that a test or model correctly represents the real-world concept being analyzed.
In marketing, validity indicates whether research methods and data accurately reflect consumer behavior, preferences, or market trends, making the findings useful for decision-making.

In statistics and marketing, value has different meanings:
In statistics, a value refers to a numerical measurement or data point in a dataset, often representing a variable’s observation.
In marketing, value represents the perceived benefits a product or service provides to a customer compared to its cost, influencing purchasing decisions and brand loyalty.

In statistics, variability refers to the extent to which data points in a dataset differ from each other. It measures how spread out or dispersed the values are and is essential for understanding data distribution. Common measures of variability include range, variance, and standard deviation.

Variance is a measure of the dispersion or variability of a data set. It indicates how much the individual values in a dataset deviate from the arithmetic mean. In other words, variance expresses the mean of the squares of the differences between each dataset and the group mean. A high variance indicates that the data are highly dispersed from the mean, while a low variance indicates that the data are concentrated around the mean.

Synchronous qualitative research method in which interviews are conducted via video, allowing visual and verbal communication between the researcher and the interviewee. Video interviews allow the observation of facial expressions, body language and tone of voice, offering a higher level of depth and understanding than written or telephone interviews. This approach is particularly useful for gathering detailed insights into consumers' opinions, emotions, and behaviors.

The term wave refers to a series of surveys taken at regular intervals to analyze trends, evolutions or fluctuations in relation to specific variables and over time. Waves are commonly used in longitudinal studies, tracking or monitoring surveys, where the objective is to observe changes in consumer behavior, opinions or attitudes over time.

Process of collecting, measuring, and analyzing data about user traffic and behavior on a Web site. The goal of web analysis is to understand how users interact with the site, identify the most visited pages, analyze traffic sources, monitor conversions, and evaluate the effectiveness of online marketing campaigns. This data helps companies optimize user experience, improve site content, increase conversions, and make informed decisions for continuous improvement of website performance.

A webinar is an online seminar or presentation conducted over the internet, allowing participants to engage in real-time through video, audio, and chat. It is often used for educational, training, or marketing purposes, enabling interaction between speakers and attendees, regardless of location.

Weighting in statistics is a process in which different weights are assigned to data or responses in a sample to reflect the relative importance of each item in the context of the analysis. This is useful when some data or groups are more representative or relevant than others. For example, in market surveys, a group of respondents may be weighted so that their representativeness better reflects the total population.