ICD INSIGHT Glossary

Accompanied Surfing

Involves observing a participant on a computer as they browse a website; noting their feelings/comments on the structure, content and usability of the website.

A group of approximately 6-8 individuals brought together in a neutral location for the specific purpose of discussing an issue, or responding to ideas or materials of interest to the client.  Participants are recruited according to a pre-set criteria, based on their knowledge or experience of a given product or service.

Interviews conducted on a one to one basis either in the street, or in an environment most appropriate for the interviewee, such as the workplace.

Face to face interviews with research participants at a central location in which a product / prototype / service / campaign may be discussed whilst observing / tasting, etc.

Face to face interviews conducted within a mutually agreed environment (e.g. home or office) using a topic guide to facilitate an in-depth discussion of issues.  See also Accompanied Surfing.

A discussion group involving a smaller group of individuals than focus groups, approximately four-five, and moderated using a topic guide.

A process designed to evaluate service standards offered by an organisation or to monitor the quality of performance in an organisation.  This is carried out by fully briefed "shoppers" who collect information by behaving as customers.

The creation of questionnaires for publication on the internet and/or intranet web sites, as email attachments and plain text emails.  Due to the nature of internet surveys, they are quick to implement and results are instantaneous.

Approaches and methods to enable local people to share, enhance and analyse their knowledge of life and conditions, to plan and to act.  Information is shared and owned by local people.

The collection of data for the first time using a number of techniques, such as observation, experimentation or interviewing.

Assists with the idenfication of how people think and feel about a product/service or company and is concerned with eliciting details rather than gathering statistical data.

Performed on a larger scale than qualitative research and is concerned with gathering accurate statistical data from which conclusions can be drawn.

A technique which involves using existing information referring to a product or service, e.g. market research reports or websites.  The information is then collated in a report format.

A self-completion questionnaire may be mailed, handed out or inserted into a publication/magazine.  It is the cheapest form of quantitative research, but it can take longer to gather data using this methodology. 

Conducting interviews by telephone using a questionnaire or topic guide.  A telephone survey can be used in either qualitative or quantitative research and is particularly useful for carrying out surveys with the business community.