How artificial intelligence (AI) is used to plan, run, and analyze studies. AI speeds up routine work but doesn't replace research with real people.

A randomized experiment that splits a target group to test different versions of an idea, concept, or product independently.

Researchers go shopping with consumers, observe them, and ask questions at key moments.

Technology that overlays digital information onto a live view of the real world.

A method from ethnography in which researchers watch and document behavior in its natural setting.

Making sure a brand looks, sounds, and delivers the same at every touchpoint.

A visual map of a brand's position in its competitive landscape, or of all aspects of a single brand.

The human traits people associate with a brand.

A pricing method that shows how much more people will pay for a brand compared with competitors.

Taking an established brand into new product or service categories.

How strongly an ad affects consumers and their view of the brand.

A method that measures how much each product feature contributes to people's overall preference.

Gathering and analyzing existing (secondary) data from internal and external sources.

All the groups a company interacts with - above all, its customers. We use the term instead of 'target groups.'

Interviews with two participants that keep the depth of an in-depth interview but add interaction.

Research in people's homes or workplaces, combining observation with exploratory questions.

Carefully planning a survey questionnaire or an interview discussion guide.

Tests at a central venue for products or concepts that are hard to show at home or in a standard facility.

Using creative techniques to generate new ideas.

Research into what people associate with a brand.

Consumers try product samples at home, then share their experience.

A cycle of testing and improving concepts or prototypes until they're ready for market.

Testing a marketing or product concept for its market potential before launch.

Methods used in facilitated workshops to generate ideas, develop visions, or solve problems.

An interview technique that uncovers how product features connect to people's deeper values.

Deliberately building and highlighting the strengths that set a brand apart in customers' minds.

Building and developing a brand over time to set it apart from competitors.

The monetary value of a brand, including intangible factors like image and associations.

The systematic collection and analysis of information about competitors, markets, trends, and customers.

CURTH+ROTH's design thinking method: early prototypes tested with real customers, improved, and retested until the market requirements are clear.

Research designs that combine qualitative and quantitative methods in one study.

Guiding meetings, workshops, and group discussions so they're productive and everyone is heard.

Using several data collection or analysis methods within one research approach (e.g., only qualitative).

Statistical methods that examine relationships among several variables at once.

The most open type of interview, in which respondents tell their story with minimal guidance.

A metric that measures how likely customers are to recommend a product or company.

One of the three classic quality criteria in research: results don't depend on who collects, analyzes, or interprets them.

Participants document their experiences with a product, brand, or service in a digital diary over time.

Participants complete a questionnaire on their own computer or mobile device.

Research into how people respond to packaging - its appeal, brand fit, and product fit.

A fictional but data-based profile of a typical customer or user.

Research after a campaign launch to check whether it met its goals.

Testing advertising before launch to find the version most likely to succeed.

A survey-based method for finding an acceptable price range based on what consumers are willing to pay.

Interviews that examine a specific issue from several angles, combining open narration with a guide.

Research focused on understanding customers - their motives, feelings, and needs - rather than counting them.

Research based on surveys and statistics that makes answers measurable.

Finding and inviting the right participants for a research project.

One of the three classic quality criteria: a measurement gives the same results when repeated under the same conditions.

Usability testing that participants complete on their own device, without a UX researcher present.

A sample is representative when it mirrors the population on key characteristics.

A qualitative method that shows how people tell brands, products, or situations apart - in their own words.

Using a questionnaire with set criteria to decide who qualifies for a study.

Structured interviews follow a fixed questionnaire; open interviews give respondents room to tell their story.

A central research venue with interview rooms and specially equipped focus group rooms.

Interviews with three participants that combine in-depth interview depth with exchange between respondents.

Observing users as they complete typical tasks to find out how easy a website, software, or app is to use.

How intuitive and easy a software, website, or mobile app is to use.

The emotional experience users have with a product or service.

The key benefit that clearly sets an offer apart from the competition.

One of the three classic quality criteria: a measurement actually measures what it's supposed to measure.

Computer-generated environments that people can see and interact with, usually through a headset.

Research into the impact, appeal, and recall of advertising such as TV spots or print ads.