Dictionary continued >>>
See A – F 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 quotes@facefactsresearch.com and we’ll do our best to help! 

Discover G-H below…


Getting Research Done

It’s all in our name – Face Facts Research loves getting research done!

Our team has many years of experience from multiple backgrounds including full-service research agencies, and client side roles to working for an award-winning fieldwork provider! Happy clients are what we strive for and delivering quality data collection with an exceptional service ethic is how we achieve this.

We handle the logistical elements of managing recruiters, external fieldworkers and panel providers to give our clients the support and flexibility to focus on their client’s needs. 

Our experienced internal teams across field/projects, account execs and data team work together to ensure we make the fieldwork processes seamlessly efficient, making research happen. 

Group Discussions

Qualitative research explores the attitudes, motivations, needs and beliefs of the consumer. It involves an in-depth examination based on small samples of people either business or consumer as required. It is not a statistically robust research process but is, nevertheless, a powerful tool that gives insight into how and why people do what they do.  

Qualitative research provides in-depth insights into why/how people behave the way they do. It is open-ended and flexible, allowing respondents to be natural and talk freely. The moderator guides the discussion by asking relevant questions and may use a number of techniques. Historically the two key qualitative methodologies are/were;

Both approaches can take place either face-to-face or online. During Covid times all research utilised the online approach and now there is more flexibility in terms of the approach adopted by agencies.

Over the years qualitative research has progressed and you may hear about other variations:

Get it, Got it, Good – A Face Facts mantra!

Our team gets it – understanding the research process from the client, agency and fieldwork supplier angle means we fully understand clients’ needs and keep clients’ deliverables as our key focus. 

We’ve got it – bringing the best of both worlds Jules and Rachel have over 50 years in the market research business. Combining their experience you benefit from an impressive set of skills, which are further enhanced by the experienced Field, Data & Account Management Teams.

It’s all good – the team can be trusted to ensure your fieldwork needs are thought through, understood and delivered as required, they love nothing more than getting research done!


Home Testing/User Trials

Who doesn’t like a product trials/home user testing project? Over the years we have had a varied amount of products to test from shoe insoles to baby monitors, soft cheese to gravy mixes. You name it we’ve probably tested it! 

Product tests can take various forms from single tests designed to replicate how products are typically used at home, to multiple product tests enabling comparisons to be made. For multiple product tests, we tend to strictly control the order in which products are tested. Care must be taken to ensure that the questionnaire and product details are matched carefully. 

Using our external field network our interviewers recruit respondents by quota (who fit the required criteria) to agree to take part in a home-user trial. Usually, products are despatched to our HQ and we then despatch from here or if clients request they can be sent straight to the participants. Clear instructions are provided about the product they are testing and the order they need to test the products (e.g S then P) etc. They may also have to write up a diary during the testing or simply complete a survey (usually online) after they have tested each product. When more than one product is tested, there is usually a comparison survey at the end to establish a preference.

Happy Clients

That is what it’s all about! We want to get the job done and done right. We want to support all our clients in offering a professional, high-level, quality experience across all qualitative and quantitative projects.  We work with a mix of end clients, PR agencies, Marketing agencies and small agencies/ independents. A job is never too big or too small.

We aim for all our clients to see us as an extension of their own internal team, offering a hands-on service that supports the needs of your projects, however unique they are.

We love hearing our values echoed back in client testimonials so don’t just take our word for it, see what our lovely clients say here.

Hypothesis testing

A hypothesis aims to explain why something has happened or might happen under certain circumstances. 

In research terms, hypothesis testing is a statistical way in which a certain assumption can be tested.

Two mutually exclusive claims are generated which are then tested;

For example, a null hypothesis could be that people will buy a product irrespective of the price, whereas an alternative hypothesis could be that people will buy more if the price is reduced.

A representative number of relevant customers is contacted to test the hypothesis. Once the research findings have been analysed, researchers must ensure that their strategic recommendations, built on the statistical significance of the research findings, must also consider the practical and wider market impact.  For example, if a tweak to a product formula is shown to increase appeal by x% the overall benefit of making this change also needs to consider the cost to implement the change and also the potentially wider market implications e.g overlap /cannibalisation of other products within the current range.

Check back soon for ‘I’…