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Glossary

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Respondent Definition

The individual from which data are collected. Also called participant, unit, unit of analysis, subject or experimental unit.

A respondent is an individual who provides data by participating in a market research study, such as a survey, interview, focus group or product test. They are the source of primary data.

Who relies on respondents in market research?

Research agencies, client-side insights teams, fieldwork coordinators, survey designers and analysts rely on respondents to provide accurate and meaningful feedback for analysis.

What are the key aspects of respondents in market research?

• Selected based on screening criteria.
• May be compensated for participation.
• Can be consumers, professionals or other stakeholders.
• Provide qualitative or quantitative input.
• Their honesty and engagement impact data quality.

Why are respondents important in market research?

Respondents are essential for gathering real-world insights into behaviors, attitudes, needs and preferences. Without them, research studies would lack the data needed to inform business decisions.

How do market researchers use respondents?

Researchers recruit respondents to participate in studies, collect and analyze their input and use the findings to guide product development, brand strategy, customer experience and marketing campaigns.