# Research and insights · Glossary · Zorraquino > Methods for researching needs, behaviours and markets. Includes study design, evidence gathering and synthesis to guide decisions. URL: https://www.zorraquino.com/en/dictionary/category/investigacion-e-insights # Research and insights 33 terms, explained one by one Methods for researching needs, behaviours and markets. Includes study design, evidence gathering and synthesis to guide decisions. [The whole glossary](https://www.zorraquino.com/en/dictionary) ## A - [Affinity mapAn affinity map groups observations or ideas according to relationships that help make sense of a body of information.](https://www.zorraquino.com/en/dictionary/affinity-map) ## B - [Buyer personaA buyer persona is a representation of a buyer profile built from research and data relevant to the purchase decision.](https://www.zorraquino.com/en/dictionary/digital-marketing/buyer-persona.html) ## C - [Concept testA concept test explores how an audience interprets and values a proposition before it is fully developed.](https://www.zorraquino.com/en/dictionary/concept-testing) - [Confirmation biasConfirmation bias is the tendency to seek out or interpret information in a way that favours a prior belief.](https://www.zorraquino.com/en/dictionary/confirmation-bias) - [Contextual inquiryA contextual inquiry combines conversation and observation while a person carries out activities in their usual environment.](https://www.zorraquino.com/en/dictionary/contextual-interview) ## D - [Desk researchDesk research analyses existing information to understand a topic and guide decisions or further research.](https://www.zorraquino.com/en/dictionary/desk-research) - [Diary studyA diary study collects experiences recorded by participants over a period to study behaviour in context.](https://www.zorraquino.com/en/dictionary/diary-study) - [Digital ethnographyDigital ethnography studies practices, relationships and meanings in environments mediated by digital technologies.](https://www.zorraquino.com/en/dictionary/digital-ethnography) ## E - [EthnographyEthnography studies the practices and meanings of a group through a contextual approach and sustained observation.](https://www.zorraquino.com/en/dictionary/ethnography) - [Eye trackingEye tracking records gaze movements and fixations to study how a visual stimulus is explored.](https://www.zorraquino.com/en/dictionary/digital-marketing/eye-tracking.html) ## F - [Focus groupA focus group is a moderated conversation with several people to explore perceptions, language and reactions to a topic.](https://www.zorraquino.com/en/dictionary/digital-marketing/focus-group.html) ## I - [In-depth interviewAn in-depth interview explores a person's experiences and criteria through a guided, flexible conversation.](https://www.zorraquino.com/en/dictionary/in-depth-interview) - [InsightAn insight is a relevant understanding that connects evidence and helps to explain a need, a behaviour or a tension.](https://www.zorraquino.com/en/dictionary/digital-marketing/insight.html) ## M - [Market researchMarket research collects and analyses information about demand, competition and context to guide business decisions.](https://www.zorraquino.com/en/dictionary/market-research) - [Market segmentationMarket segmentation groups people or organisations with relevant characteristics in order to understand and meet their needs.](https://www.zorraquino.com/en/dictionary/advertising/segmentation.html) ## Q - [Qualitative researchQualitative research explores meanings, experiences and behaviours to understand how and why something happens.](https://www.zorraquino.com/en/dictionary/qualitative-research) - [Quantitative researchQuantitative research uses numerical measurements to describe phenomena, compare groups or test hypotheses.](https://www.zorraquino.com/en/dictionary/quantitative-research) ## R - [Research hypothesisA research hypothesis is a provisional explanation or expectation that can be tested against evidence.](https://www.zorraquino.com/en/dictionary/research-hypothesis) - [Research planA research plan defines which uncertainties are to be resolved and how evidence will be collected to do so.](https://www.zorraquino.com/en/dictionary/research-plan) - [Research repositoryA research repository organises studies, evidence and learnings so they can be retrieved and used in later decisions.](https://www.zorraquino.com/en/dictionary/research-repository) - [Research samplingSampling selects part of a population or set to obtain information relevant to a study.](https://www.zorraquino.com/en/dictionary/sampling) - [ResearchOpsResearchOps organises the people, processes and resources that make it possible to carry out research consistently and sustainably.](https://www.zorraquino.com/en/dictionary/researchops) ## S - [Saturation in researchSaturation describes a situation in which data collection provides little new information with respect to a question and an analytical approach.](https://www.zorraquino.com/en/dictionary/research-saturation) - [Selection biasSelection bias occurs when the way participants or data are included distorts a study's conclusions.](https://www.zorraquino.com/en/dictionary/selection-bias) - [Sentiment analysisSentiment analysis estimates the evaluative orientation of a text, such as positive, negative or neutral.](https://www.zorraquino.com/en/dictionary/sentiment-analysis) - [ShadowingShadowing is a research technique that observes a person while they carry out activities in their usual context.](https://www.zorraquino.com/en/dictionary/digital-marketing/shadowing.html) - [Social listeningSocial listening analyses digital conversations to understand relevant topics, needs and perceptions.](https://www.zorraquino.com/en/dictionary/social-listening) - [SurveyA survey collects responses through structured questions to study the characteristics, opinions or experiences of a population.](https://www.zorraquino.com/en/dictionary/survey) ## T - [Thematic analysisThematic analysis identifies and develops patterns of meaning in qualitative information.](https://www.zorraquino.com/en/dictionary/thematic-analysis) - [TriangulationTriangulation examines a phenomenon through different sources, methods or perspectives.](https://www.zorraquino.com/en/dictionary/triangulation) ## U - [User researchUser research studies needs, behaviours and contexts to guide decisions about products and services.](https://www.zorraquino.com/en/dictionary/ux/user-research.html) ## V - [Voice of the customerVoice of the customer gathers and analyses what customers say about their needs, expectations and experiences.](https://www.zorraquino.com/en/dictionary/ux/voice-of-customer.html) ## W - [Willingness to payWillingness to pay expresses how much a customer would be prepared to give for an offering in a given context.](https://www.zorraquino.com/en/dictionary/willingness-to-pay)