Glossary
A working glossary of qualitative research.
Plain-English definitions of the methods, concepts, and deliverables we use. Written to be useful, not to be padded.
A–Z
- Behavioural Research
- Card Sorting
- Co-Creation
- Coding
- Contextual Inquiry
- Customer Journey
- Customer Journey Map
- Debrief
- Design Thinking
- Diary Study
- Discussion Guide
- Ethnography
- Field Notes
- Focus Group
- In-Depth Interview
- Jobs-to-be-Done
- Moderator
- Mystery Shopping
- Persona
- Recruitment
- Sample Size
- Saturation
- Screener
- Segment
- Shadowing
- Stimulus
- Thematic Analysis
- Touchpoint
- Triangulation
- Usability Testing
- WhatsApp Diary Study
By category
Concepts
Methods
Deliverables
Roles
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