Glossary

Extremely large and complex datasets that cannot be effectively managed or analyzed using traditional data processing techniques. These datasets typically exhibit characteristics such as volume (being massive in size), velocity (being generated rapidly), and variety (containing diverse types of data). The term also encompasses the technologies and methodologies used to collect, store, process, and analyze such data to extract valuable insights and inform decision-making processes across various domains.

A detailed examination of a single instance (e.g., a company, product, or customer group) to gain insights into behaviours, motivations, and strategies.

The process of categorizing and organizing qualitative data to identify themes and patterns.

A technique for analyzing textual, visual, or audio data by identifying themes, trends, and relationships.

A method where researchers immerse themselves in participants’ environments to study behaviours and cultural influences.

A research method that involves observing consumers in their natural environments to understand their behaviours, lifestyles, and interactions with products.

A guided discussion with a small group of participants to explore opinions, perceptions, and attitudes toward a product, service, or idea.

A qualitative method that involves a detailed, structured, or semi-structured conversation with an individual to gain deep insights.

A process through which businesses verify the identity of their clients or customers, typically before or during the start of a business relationship. The primary purpose of KYC is to prevent illegal activities such as money laundering, fraud, terrorist financing, and identity theft. KYC procedures involve gathering relevant information about customers, assessing their risk levels, and ensuring that they are not involved in any illicit activities. These procedures often include identity verification, address verification, and risk assessment based on factors such as the customer's financial transactions and background checks. KYC compliance is mandatory in many industries, particularly in finance, banking, and other sectors dealing with high-value transactions and sensitive information.

The facilitator of a focus group or interview, responsible for guiding discussions and ensuring meaningful insights are gathered.

A qualitative research method used to study the behaviours, interactions, and cultures of people in online communities and social media platforms; combines the principles of ethnography (the study of people and cultures) with digital data collection, allowing marketers and researchers to observe and analyze naturally occurring conversations, trends, and consumer sentiments in digital environments.

A technique where researchers watch and record consumer behaviours without direct interaction or interference.

Questions that allow respondents to answer freely rather than selecting from predetermined choices, encouraging deeper insights.

A non-random sampling method where participants are selected based on specific criteria relevant to the research study.

Non-numerical data collected through methods such as interviews, focus groups, and observations, often expressed in words, images, or audio.

Numerical data that can be counted or measured.

A method of identifying, analyzing, and reporting patterns (themes) within qualitative data.

A detailed account of research findings that includes context, emotions, and interpretations to provide deeper meaning.

The use of multiple qualitative methods or data sources to validate findings and improve research credibility.