- IDIs
IDI stands for “In Depth Interviews.” These are qualitative one-on-one interviews that can be conducted via any medium (in-person, on the telephone or computer, voice or text) in any way where follow-up questions can be asked and responses are free-form.
- Incidence
Incidence is a calculation that estimates how many people in a given group (panel source, customer database, general population, etc.) meet all of the particular parameters for a study. (For example, if a study is focused on females between the ages of 18 and 34 who work full-time, and the participant source is a panel, the incidence for this group would be the percentage of panel participants that fit the criteria for the study.)
- Independent Variables
The two main variables in an experiment are the independent and dependent variable. An independent variable is the variable that is changed or controlled in a study to test the effects on the dependent variable. As the independent variable changes, the effect on the dependent variable is observed and recorded.
- Indirect Drivers
Indirect Drivers are states, experiences, or circumstances that affect the measurement of interest, but may have a less straightforward relationship with the variable. For example, if NPS is the measurement of interest (or Dependent Variable), the perceived “niche” of the industry, the state of the economy, the demographic makeup of the respondent’s household, or the relevance of the product/service at this point in the respondent’s life could all be Indirect Drivers of their NPS rating.
- Interval
Interval or Scaled data has a clear order (like Ordinal categories), but we know how much space is between each variable (like, on a 7-point scale, there is a consistent distance between any two points — the difference between a 5 and 7 is the same as the distance between a 2 and 4). Variable type: Named + Ordered + Proportionate Intervals
- Iterative Process
An iterative process refers to a cyclical approach where research tasks are repeated and refined over multiple rounds to improve accuracy, depth of insight, and decision-making. Instead of being a one-time, linear task, the iterative process allows researchers to adapt their methods and focus based on what they learn at each stage.
