The A-Z of Market Research (I & J)

Dictionary continued >>>
See A – F here.
See G – H here.

With so much industry-specific language and terminology, we thought it would be helpful to pull together a useful A-Z that covers our services and provides a general market research ‘dictionary’.

The index shares some common sector acronyms and hopefully busts some myths that surround market research. Any others you come across and don’t quite understand feel free to contact us at and we’ll do our best to help! 

Discover I-J below…



Face Facts have effectively implemented ISO27001 data compliance across the business since 2017.  This is the international standard for an ISMS (information security management system). Being one of the most popular information security standards in the world, ISO27001 is a framework of policies, processes and procedures that underlines the robustness of information security and privacy management system. It provides confidence to our clients that all confidential data information is secure. 

ISO 27001 certification provides independent, third-party verification that an organisation’s ISMS meets the requirements of the ISO 27001 standard. Certification is granted by an accredited certification body following a successful audit of the organisation’s ISMS.

Organisations that are certified to ISO 27001 can use the certification to demonstrate to their customers and other stakeholders that they have implemented an ISMS that meets international best practice.


Face to Face intercepts are traditionally used to gather ‘in the moment’ feedback on a customer’s recent experience.  Our interviewers, armed with an iPad intercept customers on street, in-stores, at a store exits, whilst visiting/attending a venue, at exhibitions / festivals, etc.  In order to elevate the response rate (number of interviews that can be achieved per interviewer shift) we advise that the interview is short and simple.

Customer intercepts can be used to answer many research objectives, for example;

  • Pre-testing: Understanding a base line of opinion before proposed changes are implemented and ensuring any changes are what is required from a customer perspective
  • Confirmation: to establish if recent initiatives, changes to store layout, in store materials, promotional materials etc are having the desired effect on customers and ultimately their behaviours
  • Customer Satisfaction Measure: to investigate your customers’ experience whilst it is still fresh in their mind

In Depth Interviews (IDI’s)

An in-depth interview is a qualitative research technique that involves a one-on-one guided discussion with participants.  These can take place face-to-face or online

IDI’s are used to get a more detailed and considered understanding of customers opinions, behaviour and experiences.  They differ from other methodologies in the following ways;

  • Unlike a group discussion they focus on one person’s opinions and do not allow for others perceptions, opinions or ideas to influence the discussion.  This can be a positive or negative point depending on the research objectives. This method also allows sensitive or personal matters to be discussed privately rather than in a group scenario.
  • Unlike quantitative questionnaires IDI questions can be tailored to the interviewee and their individual circumstances. 

IDI’s are usually conducted with relatively small numbers of respondents and as such are most effective when used in combination with other research methods e.g. before a quantitative stage to ensure the questionnaire is worded correctly and asks the right questions or following a quantitative stage to add depth to the percentages reported.


Julie Gaughan (aka Jules)

Jules started her market research career in 1990 at Quæstor Research – a small full service research agency based in Leeds.  With a passion for project management Jules quickly developed her role in the Field department and built a strong network of supervisors/fieldworkers.  Quæstor over the years grew and became Optimisa Research with over 100 staff with offices in London and Leeds.  After 23 strong years, Jules decided to leave her role as Field Associate Director and faced a new challenge as Operations Director within Face Facts.

Initially a much smaller fieldwork data collection agency, Jules used her skills and experience of field/logics and project management, combined with her drive and passion for research, to help develop and grow Face Facts over the last 10+ years into the award winning business it is today.

Journey Mapping

Journey mapping is a technique used in market research surveys to outline all the potential touch points a customer or potential customer has on their path to purchase a product or service. There are lots of different perspectives on the key stages of a customer journey but the milestones can be summarised as;

  1. Awareness
  2. Consideration
  3. Decision
  4. Loyalty

Creating a customer journey map puts you in your customers shoes to help you understand the experience they have gone through, what they thought, felt and did at each stage of the buying journey to help you create a journey that leads to the most amount of loyal customers as possible – the holy grail! 

Join Us?

Want to join a friendly growing team in Headingley, Leeds.  We’re always interested in hearing from any candidate who has any previous market research experience whether that be field/operations, client side or data.  Send an email to:

Check back soon for ‘K’…

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