Research methods glossary for teams turning opinions into decisions.

Clear definitions, when-to-use guidance, and direct links into Gotopico templates and method pages.

Conjoint analysis

A choice-based method that estimates the relative value people place on features, prices, bundles, or trade-offs.

Use when buyers must choose between realistic product or pricing alternatives.

A best-worst scaling method that forces respondents to choose the most and least important items from small sets.

Use when a long list of claims, features, or messages must be prioritized.

A price sensitivity method that asks when a product feels too cheap, cheap, expensive, and too expensive.

Use early in pricing exploration to find a defensible price corridor.

The share of people in a panel or audience who qualify for the study after screening.

Use in sample planning because low incidence increases invitations, cost, and field time.

The expected sampling range around an estimate under a stated confidence level and sample size.

Use for simple proportions, then add caution for non-random samples and subgroup reads.

Recruiting specialized respondents through verified expert referrals while tracking chains and quality.

Use when the valuable population is scarce and not well-covered by consumer panels.

A survey or poll experience where responses, cuts, and summary views update while the audience is still participating.

Use for launch rooms, diligence streams, stakeholder workshops, and event research.

A compact plan that defines the decision, audience, method, sample, stimuli, timeline, and outputs before buildout.

Use before every high-stakes study to reduce scope drift and analysis ambiguity.

Use the glossary with templates and sample-size planning to move from vocabulary to evidence.