Glossary

Traditional focus group research is conducted in situ, that is, through an organization’s own facilities or meeting place. In this context, the back room consists of a literal room in which researchers, clients and other stakeholders listen and observe as qualitative research is being conducted live. This room is traditionally hidden from the observed focus group through a one-way mirror. In online qualitative research, the ‘back room’ refers to the technology utilized to observe a live recorded interview, without being viewed by the participants. Multiple back room participants may chat to themselves in their own private text chat, and may send private messages to the moderator.

Learn more about the Discuss Backroom Chat feature.

Brand market research is a method in which researchers gain customer feedback and market insights to understand the customer perception of a brand. Branding refers to the public-facing representations of an organization and the associations that the public has with that organization as a result. Such representations include everything from a brand’s reputation, to visual identifiers (logos and graphic representations), media such as commercials and ads, and other public-facing representations. Insights professionals that conduct brand market research seek to better understand a brand’s visibility within a marketplace in order to identify how it measures up against its competitors and within an industry in general.

Read our latest post, “10 Ways to Improve Your Brand Perception with Customer Feedback” to learn more.