brand marketing

Market Research

Исследование рынка - the gathering and analysis of information on the size, location, and makeup of a product market

to conduct market research

проводить исследование рынка -

churn rate

уровень оттока клиентов/покупателей - it is the percentage of customers who stop using a product or service over a certain period.

consumer insights

понимание потребностей потребителей - Consumer insights are deeper insights drawn from data about customers: their preferences, behaviors and motivations.

to carry out an analysis

проводить анализ - to examine something carefully

Consumer journey map (CJM)

карта путешествия потребителя - the consumer journey map is the entire experience a customer has with a brand—from the first time they hear about it to when they make a purchase and beyond.

to gather information

собирать информацию -

Customer retention

удержание клиентов - Customer retention is all about the efforts a company makes to keep its customers happy and coming back for more

Qualitative data

качественные данные - it is non-numerical info that gives insight into consumers' opinions, motivations, and behaviors

to conduct a survey

проводить исследование - do or carry out a questionnaire to get more information

data collection

Сбор данных - Data collection is how you gather info to answer research questions.

Secondary data

вторичные данные - it is a set of standardized questions aimed at gathering specific information from users consistently

Desk research

вторичное исследование - also known as secondary research, is all about summarizing and pulling together existing data.

Questionnaire

анкета - it is a set of standardized questions aimed at gathering specific information from users consistently

Focus group

фокус-группа - it is a small, moderated discussion where people talk about a specific topic

Quantitative data

количественные данные - it is numerical info collected through structured methods like surveys and experiments

Heat map

тепловая/цветовая карта - is a visual way to represent data using different colors to show varying values

Market saturation

насыщение/насыщенность рынка - occurs when a market is fully served by a product, leaving no room for growth

Primary data

первичные данные - it is data you collect yourself specifically for your research

Market share

доля рынка - refers to the percentage of total sales a company or product holds in a market

Target audience

целевая аудитория - it is the specific group of people a business aims to reach with its products, services, or marketing efforts

Open-ended question

открытый вопрос - a type of inquiry that allows for a wide range of possible responses and encourages participants to provide detailed, unrestricted answers

DIY (Do It Yourself) Market Research

самостоятельное исследование рынка - it is a great way to conduct your own research because all you need to do is go out and talk to people

Feasibility Study

технико-экономическое обоснование - it is a preliminary analysis of a project or product to determine its ability to be successfully implemented

Respondent

опрашиваемый, участник опроса - someone who answers, or responds to, a survey - ответчик

Benchmarking

бенчмаркинг/ сравнительный анализ - is a critical practice in market research that involves comparing a company's processes, performance metrics, products, and services against those of leading competitors or industry standards - бенчмаркинг/ сравнительный анализ

Key Performance Indicators (KPIs)

ключевые показатели эффективности - the quantifiable metrics a company uses to evaluate progress toward critical success factors - ключевые показатели эффективности

A Niche Market

нишевый рынок - a smaller part of a larger market in which customers have more specific needs and wants - нишевый рынок

Unique Selling Proposition (USP)

уникальное торговое предложение - a strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign

Emerging Markets

растущие рынки в процессе становления - refer to economies that are in the process of rapid growth and industrialization - растущие рынки в процессе становления

Marketing research

маркетинговые исследования - The process of gathering and analysing information about customers, competitors, and market trends to inform marketing strategies.

retention rate

уровень удержания (покупателей, клиентов) - the rate of preservation; withholding customers