Jargon busters on the move
In our last issue, we wrote about the language of market research and how it can often seem like a foreign language. Our jargon buster was incentive.
We’re continuing our explanation, in everyday terms, of market research jargon with the phrases brand recall and unaided recall.
“Brand recall” is the extent to which a brand name is remembered as a product or service.
Common market research usage is that pure brand recall requires unaided recall. For example, a respondent may be asked to mention the names of hospitals in the area or stapler brands he may know, without being prompted.
Recall can be divided into both aided and unaided. Aided recall measures the extent to which a brand name is remembered when the actual brand name is given. An example of such a question is: "Do you know of the Swingline brand?"
In terms of brand exposure, companies want to achieve high levels of unaided recall in relation to their competitors. The first recalled brand name, often called "top of mind," has a distinct competitive advantage in brand space, as it has the first chance of evaluation for purchase.
Market research terminology can be daunting, but once explained, it makes perfect sense, doesn’t it? Just for fun, here’s some jargon used only in an online environment:
“Looky-loo” – Similar to a lurker who never posts on a newsgroup, it is slang for a user who visits online shopping sites but never makes a purchase.
“Mystery House” – Slang for a high-profile dot-com start-up that seemingly has no announced products. This term also refers to office layouts that are difficult to navigate due to haphazardly placed cubes and partitions. ‡
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