Qualitative research glossary
This glossary defines fifteen terms that come up in any qualitative study, from the one-way mirror room and the nominal group technique to diarization and verified quotes. Each definition fits in one or two sentences and links to the guide where the term is used, so you can read it in context, and each term has its own page on why it matters and how we handle it.
One-way mirror room (Gesell chamber)
An observation room separated from the interview room by a one-way mirror, from which the brand's team watches the session unseen. Latin America calls it a Gesell chamber.
What changes compared with a room recorded in 360 is explained in one-way mirror or 360 room.
Nominal group technique
A way of moderating in which each person writes down their view before the group discusses it, so the first speaker does not sweep the others along.
Discussion guide
The document that orders the session into blocks, each with its goal, its questions and its minutes.
There is a version to use in the focus group discussion guide template.
Recruitment screener
A short questionnaire that decides who joins each group, based on the study's profile and quotas.
See the recruitment screener template.
Verbatim
A sentence quoted exactly as a participant said it, word for word, without correcting or summarizing it.
Insight
A new understanding of why people think or act as they do, which makes a different decision possible.
Saturation
The point at which new groups or interviews stop adding new ideas about the study's question.
Diarization
The process of splitting a recording into turns and deciding who is speaking at each moment.
Why it is hard in a group is explained in how to know who said what.
Verified quote
A quote whose words appear complete in the transcript of the speaker's turn and that a person confirmed by listening to the recording.
Both checks are detailed in how we measure WR3's figures.
Customers and non-customers
The basic split of a brand study: people who buy the brand today and people who do not, recruited into separate groups.
Stimulus
Material shown or tried in the session: a concept, an ad, a package, a product or a price.
Moderator
The person who leads the conversation, follows the guide and makes sure everyone speaks, without suggesting answers.
Incentive
The compensation each participant receives for their time, set before recruitment starts.
Informed consent
A signed authorization, given before the session, in which the participant accepts what is recorded, what for and for how long; in Chile, under Law 21.719.
Findings report
The deliverable that answers the study's decision with findings, each backed by quotes and the profile of the person who said them.
An example built from a fictional study: the sample report.