# Glossary

Short definitions, in alphabetical order, of the product and research terms you come across in SCL, each with a link to the page that covers it in detail.

This page defines the product and research terms you come across in SCL, in alphabetical order. Each row links to the page that covers the term in detail. On-screen labels are written in **bold**, exactly as they appear.

Some screens show labels in Turkish even when the app is set to English; for these terms, the Turkish label follows the English term in bold. Abbreviations (WTP, CBC, MaxDiff) are given next to the full names; if you search by abbreviation, the "See" rows point you to the right term. To find a term quickly, use your browser's find-in-page: Ctrl + F (⌘ + F on Mac).

## Terms

### A

| Term | Meaning | Page |
| --- | --- | --- |
| A/B Test | In a focus group, asking the same participants about the same topic in two different wordings, separately, as **Panel A** and **Panel B**. You turn it on before the first question. | [Real-Time Focus Group](/en/docs/research/focus-group) |
| Acceptance Curve (Demand) | A chart showing how the number or share of personas willing to buy the product falls as the price rises. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Acceptance rate | The percentage of personas willing to buy the product at a given price. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Ad Testing, Ad Test | One of the verticals on the home page (**Ad Testing**) and that vertical's only method (Ad Test): it has personas watch an ad and measures how they watch it, how much they like it and its effect on the brand. | [Ad Testing](/en/docs/research/ad-testing) |
| Ad Testing attributes (**Reklam Testi Attributes**) | The tab in the Ad Testing population form where you enter the distributions of **Kategori İlgilenimi** (Category Involvement) and **Reklama Açıklık** (Ad receptivity) as percentages. | [Filters and attributes](/en/docs/populations/filters-and-attributes) |
| Admin | The only user who invites members to the organisation and sees the **Organization Management** page. | [Account and organisation](/en/docs/account/account-and-organisation) |
| Analytics Ready | The label on a focus group card on the **Reports** page showing that the session's analysis has been generated. If the card says **Analytics not ready**, open the card and start the analysis on the report page. | [Reports](/en/docs/results/reports) |
| Approval card | The card Argus shows before an action that spends credits or cannot be undone. The action runs only when you click **Approve** or **Approve and launch**; the card is valid for 30 minutes. | [Approvals and Autopilot](/en/docs/argus/approvals-and-autopilot) |
| Archetype | In Fashion and Ad Testing, the vertical-specific consumer type the system assigns to a persona: in Fashion, one of 12 fashion shopper types; in Ad Testing, the persona's attitude to ads (e.g. **Şüpheci** (Sceptic)). You do not choose it in the form. | [Verticals](/en/docs/research/verticals) |
| Argus | SCL's AI research assistant. Through conversation, it prepares population and study drafts, runs the steps that spend credits once you approve them and interprets the results. | [What is Argus?](/en/docs/argus/what-is-argus) |
| Attraction | In the Comparison report, the product's visual appeal; a score from 1 to 10, given independently of price. | [Comparison](/en/docs/research/comparison) |
| Autopilot | A standing permission, limited to one conversation, that lets Argus run paid steps without asking for your approval each time. When you turn it on with the toggle, there is no budget limit. | [Approvals and Autopilot](/en/docs/argus/approvals-and-autopilot) |

### B

| Term | Meaning | Page |
| --- | --- | --- |
| Balance | The number of credits you can spend, shown in the sidebar on the **Remaining credits:** line. For organisation members, it is the balance of the shared pool. When your balance drops to 500 credits or below, the **Add credits!** warning appears. | [Credits](/en/docs/account/credits) |
| Base product | In Feature Price Impact, the product with none of the tested features; it appears in the report as **Baseline (no features)**. The features' effects are measured against it. | [Feature Price Impact](/en/docs/research/feature-price-impact) |
| Basic Pricing | See Price Analysis (WTP); this is the name shown on the preview screen. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Behavioural tendencies | Six shopping tendency scores for each persona that are not tied to a particular product (e.g. price-value consciousness, deal proneness). The Türkiye average is 50. | [Persona profiles](/en/docs/populations/persona-profiles) |
| Best / Worst | In Priority Ranking, the number of times a feature was chosen as most important and as least important across the question sets (summed over all personas). | [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking) |
| Billing type | The **Individual** or **Business** invoice you choose when buying credits. If you choose **Business**, the registered company name, 10-digit tax identification number and tax office are required. | [Buying credits and billing](/en/docs/account/buying-credits) |
| Brand affinity (**Marka yakınlığı**) | The measure shown instead of **Alınabilir talep** (Reachable demand) for non-sales ads: the average view of the brand before and after the ad. | [Ad Testing](/en/docs/research/ad-testing) |
| Brand lock-in (**Markaya kilitlenme**) | In an Ad Test, the sense that the ad could only belong to this brand; scored 1–10. | [Ad Testing](/en/docs/research/ad-testing) |
| Breakdown | Splitting results into groups by a dimension such as age, gender or SES. Changing the breakdown does not rerun the study and costs no credits. | [Segmentation](/en/docs/results/segmentation) |
| Brief | A dated summary in the SCL library, compiled from web and social media research for some brands and markets. If it matches your study, it is given to the personas as background information; you do not select it on the regular screens. | [How synthetic consumers work](/en/docs/getting-started/how-synthetic-consumers-work) |

### Ca–Co

| Term | Meaning | Page |
| --- | --- | --- |
| CBC | See Choice-Based Conjoint (CBC). | [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis) |
| Chance level | In an Ad Test, the probability of naming the brand correctly by guessing; 25% in a set of four brands. **Ayrışma** (Distinctiveness) is compared with this level. | [Ad Testing](/en/docs/research/ad-testing) |
| Choice-Based Conjoint (CBC) | The default type of Competitive Analysis: at each price point, each persona makes a single choice between your product, the competitors and **Neither**. | [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis) |
| Clusters (**Kümeler**) | The tab in focus group analysis that groups participants with similar views; it shows each cluster's name, sentiment and members. | [Real-Time Focus Group](/en/docs/research/focus-group) |
| Comparison | The method that shows personas two products, with their images, and measures their preference, scores and reasoning; available in General Research and Fashion. | [Comparison](/en/docs/research/comparison) |
| Competitive Analysis (Conjoint) | The method that measures how often your product is chosen when it sits on the same shelf as its competitors, at different prices. It comes in two types: **Choice Based Conjoint (CBC)** and **Dynamic Conjoint**. | [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis) |
| Competitor | In Competitive Analysis, a product shown alongside yours whose price is held fixed. You enter at least 1 and at most 5 competitors. | [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis) |
| Conditional Average Delta | In the Feature Price Impact report, the average change in lira that the features make to willingness to pay; it is calculated over paired personas only. | [Feature Price Impact](/en/docs/research/feature-price-impact) |
| Conditional question | A question shown only to personas who chose certain options in an earlier question. You can add a condition to any question except the first. | [Survey library and question design](/en/docs/research/survey-library) |
| Confidence interval | In the Comparison report, the range (95%) within which the preference share can plausibly lie in this population. The conclusion that one product comes out ahead rests on this interval. | [Comparison](/en/docs/research/comparison) |
| Conjoint | See Competitive Analysis (Conjoint). | [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis) |
| Consensus (**Uzlaşı**) | In focus group analysis, how much the participants agree with one another: 0% means no consensus at all, 100% full consensus. | [Real-Time Focus Group](/en/docs/research/focus-group) |
| Consumer behaviour | One of ten behaviour types derived from the persona's personality scores (e.g. "Pragmatic Planners"). Because it is assigned after the persona is generated, you cannot choose it in the form. | [Filters and attributes](/en/docs/populations/filters-and-attributes) |
| Context (**Bağlam**) | In an Ad Test, an optional note describing the ad's purpose and background (up to 2,000 characters). If the system misread the ad's purpose, write the correct purpose here and start a new test. | [Ad Testing](/en/docs/research/ad-testing) |
| Conversations | The page that lists your past conversations with Argus; you open it from the top right of the Argus page. | [Working with Argus](/en/docs/argus/working-with-argus) |

### Cr–Cu

| Term | Meaning | Page |
| --- | --- | --- |
| Cramér's V | On the **Statistics** tab of the Multiple-Choice Survey report, the strength of the association between a question and a demographic dimension. The **Effect Size** column labels this strength as negligible, weak, moderate or strong. | [Multiple-Choice Survey](/en/docs/research/multiple-choice-survey) |
| Credit | The prepaid unit you spend to run studies. In most methods, credits are deducted after the personas' responses are saved; in focus groups, they are spent per response. | [Credits](/en/docs/account/credits) |
| Credit package | The price tier set automatically by the number of credits you buy at once. It determines the unit price of a credit; you do not choose a package separately. | [Buying credits and billing](/en/docs/account/buying-credits) |
| Credit Usage | The value shown as "balance/estimated credits" on the **Research Preview** and **Quick Research** screens (e.g. **1.250/400**: a balance of 1,250 against an estimate of 400). It turns red if your balance is not enough. | [Credits](/en/docs/account/credits) |
| Credits & Usage | The settings page that shows your **Remaining Credits**, **Used Credits** and **Total Credits**, your recent studies and your purchase history. You open it with **Settings** › **Credits & Usage** or with **Plan & Usage** in the user menu. | [Credits](/en/docs/account/credits) |
| Crosstab | A table or heatmap showing the results for the groups at the intersection of two dimensions (e.g. age × gender). | [Segmentation](/en/docs/results/segmentation) |
| Custom Feature | An attribute that is not on the list, which you write as free text and add to the percentage of personas you set (e.g. "Prefers eco-friendly products"). It appears as a separate breakdown in reports. | [Custom features](/en/docs/populations/custom-features) |
| Custom price | An extra price added to the price ladder by hand with **Add Custom Price**; it counts as a price point in the credit calculation. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Custom selection, custom ratios | In the population form, limiting an attribute to the options you select (**Custom selection**), or giving its options percentage shares that add up to 100% with **Set ratios** (**Custom ratios**). Ratios can be set only for some attributes, such as age, gender and SES; an attribute with no selection is set to **All**. | [Filters and attributes](/en/docs/populations/filters-and-attributes) |

### D

| Term | Meaning | Page |
| --- | --- | --- |
| Dashboard | The first item of the breadcrumb in the top bar. It is not a separate dashboard; clicking it takes you back to the home page (vertical selection). | [Interface tour](/en/docs/getting-started/interface-tour) |
| Decider | In a Comparison study, a persona who chooses Product A or Product B. Preference percentages are calculated over deciders only. | [Comparison](/en/docs/research/comparison) |
| Demand | In pricing reports, the number of personas expected to buy the product at a given price; it is on the scale of the population. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Demographic Breakdown | A view that splits report results into segments by the demographic dimension you choose; in Multiple-Choice Survey, it is a separate tab. | [Segmentation](/en/docs/results/segmentation) |
| Distinctiveness (**Ayrışma**) | In an Ad Test, the share of personas who correctly say which brand the ad belongs to while the brand name is hidden; it is compared with the chance level. | [Ad Testing](/en/docs/research/ad-testing) |
| Diverging group | In the Comparison report, a group whose preference clearly differs from the rest of the population. A group is shown only if it has at least 8 deciders. | [Comparison](/en/docs/research/comparison) |
| Draft | A study that has been set up but not started. It appears with a **Draft** badge in the **Drafts** list at the bottom of the method selection screen; clicking it opens the design step. | [Starting a new study](/en/docs/research/new-study) |
| Draws and Barriers (**Çekenler ve Engelleyenler**) | In the Ad Test report, the reasons that draw personas to the brand and the reservations that stop them trying it, with persona counts. | [Ad Testing](/en/docs/research/ad-testing) |
| Dynamic Conjoint | The type of Competitive Analysis that first measures willingness to pay for your product, then calculates demand and switching to competitors at each price. | [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis) |

### E

| Term | Meaning | Page |
| --- | --- | --- |
| Effect Size | See Cramér's V. | [Multiple-Choice Survey](/en/docs/research/multiple-choice-survey) |
| Email Verification | The step after sign-up in which you click the link sent to your email to activate your account. | [Account and organisation](/en/docs/account/account-and-organisation) |
| Estimated market price | In pricing studies, a reference price for the product found from online retail prices. If the prices you enter look out of line with market conditions, it is shown in the **Price might not be realistic** dialog. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Evidence | In an Argus research programme, a finding that supports a claim, stored with a snapshot of its source; evidence is listed in the **Sources and evidence** section. | [Strategy reports and presentations](/en/docs/argus/strategy-reports) |
| Excel file | The workbook containing the report's data, downloaded with **Download Excel** on the report page. | [Exporting and downloading](/en/docs/results/exporting) |
| Experiment | Another name for a study used on screen; it appears in labels such as **Experiment Summary**, **Experiment Processing**, **Experiment Failed** and **Linked experiments**. See study. | [Starting a new study](/en/docs/research/new-study) |
| Experiment Failed | The progress screen status showing that the study could not be completed. Go back to the preview with **Retry** in Fashion and Ad Testing, or with **Back to Preview** in General Research, and click **Start** again. | [Support and troubleshooting](/en/docs/account/support-and-troubleshooting) |
| Experiment Summary | The card on the **Research Preview** and **Quick Research** screens that shows the number of personas, the study's measures and the **Credit Usage** value. | [Starting a new study](/en/docs/research/new-study) |

### F

| Term | Meaning | Page |
| --- | --- | --- |
| Fashion | The vertical for clothing products. It adds the **Fashion Attributes** tab to the population form, and some design screens (e.g. Comparison) are adapted to clothing. | [Verticals](/en/docs/research/verticals) |
| Fashion Attributes | The tab in the Fashion population form where you enter the distributions of **Primary Shopping Channel** and **Style Confidence** as percentages. | [Filters and attributes](/en/docs/populations/filters-and-attributes) |
| Favorites | The chip in the **Populations** library that shows the populations you have starred. Favourites are stored in your browser, not in your account. | [Population library](/en/docs/populations/population-library) |
| Feature | A product attribute tested in Priority Ranking and Feature Price Impact (e.g. "Wireless charging"). | [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking) |
| Feature Preference (MaxDiff) | See Priority Ranking (MaxDiff); this is the name on the design page, and the method's card in Fashion shows it in Turkish as **Özellik Tercihi (MaxDiff)**. | [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking) |
| Feature Price Impact | The method that measures by how many lira each feature changes willingness to pay compared with the base product. On the design and report screens, it appears as **Feature Value Analysis**. | [Feature Price Impact](/en/docs/research/feature-price-impact) |
| Feature Prioritization | See Priority Ranking (MaxDiff); this is the name shown on the preview and report screens. | [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking) |
| Feature Value Analysis | See Feature Price Impact. | [Feature Price Impact](/en/docs/research/feature-price-impact) |
| Focus group | See Real-Time Focus Group. In the **Reports** filter it appears as **Focus Group**, and on the analysis page as **Odak Grubu Analizi** (Focus Group Analysis). | [Real-Time Focus Group](/en/docs/research/focus-group) |
| Framing Difference (**Çerçeveleme Farkı**) | In the analysis of an A/B focus group, the section that summarises, topic by topic, how the two wordings of the question differ. | [Real-Time Focus Group](/en/docs/research/focus-group) |

### G

| Term | Meaning | Page |
| --- | --- | --- |
| General Research | One of the three verticals on the home page: general-purpose research with market segmentation. All seven method cards are in this vertical. | [Verticals](/en/docs/research/verticals) |

### H

| Term | Meaning | Page |
| --- | --- | --- |
| Household budget | Each persona's monthly household income and essential and discretionary spending, calculated from their income group. It is used in willingness to pay (WTP) questions to describe the persona's financial situation; it is not shown on screen. | [Persona profiles](/en/docs/populations/persona-profiles) |

### I

| Term | Meaning | Page |
| --- | --- | --- |
| illustrative | The label on a chart or table that Argus draws in a conversation, showing that the numbers come from example data Argus wrote rather than from study data. | [Working with Argus](/en/docs/argus/working-with-argus) |
| Import from Saved Survey | The button that copies the questions of a previously saved survey into the multiple-choice survey you are designing. | [Survey library and question design](/en/docs/research/survey-library) |
| Income group | One of ten bands based on the persona's income: A1 is the highest decile and E2 the lowest. It is not a filter in the form; it appears as a separate breakdown in reports. | [Filters and attributes](/en/docs/populations/filters-and-attributes) |
| Insights | Findings extracted automatically in the Multiple-Choice Survey report: **Majority Response**, **Missing Data**, **High Diversity** and **Demographic Difference**. | [Multiple-Choice Survey](/en/docs/research/multiple-choice-survey) |
| Insufficient Credits | The warning that appears when your balance does not cover the credits an action needs; it includes a **Buy Credits** button. In the **New Research** flow, you need at least 500 credits to create a General Research study. | [Credits](/en/docs/account/credits) |
| Interim report | In an Argus research programme, a provisional strategy report that Argus writes from the studies completed so far, while fieldwork is still running. | [Strategy reports and presentations](/en/docs/argus/strategy-reports) |
| Invitation | A request to join the organisation, sent by email by its admin; it is valid for 7 days and appears in the **Pending Invitations** list. Resending an invitation does not extend it. | [Account and organisation](/en/docs/account/account-and-organisation) |

### J

| Term | Meaning | Page |
| --- | --- | --- |
| Joint Composition | The **Smart Selection** strategy in focus groups that balances age, gender and income quotas together with personality diversity. | [Real-Time Focus Group](/en/docs/research/focus-group) |

### K

| Term | Meaning | Page |
| --- | --- | --- |
| Key Themes (**Ana Temalar**) | In focus group analysis, the topics that stand out in the discussion. **Ağırlık** (Weight) shows how much a theme was talked about. | [Real-Time Focus Group](/en/docs/research/focus-group) |

### L

| Term | Meaning | Page |
| --- | --- | --- |
| Library | The **LIBRARY** group in the sidebar: your saved **Surveys** and **Populations**. | [Interface tour](/en/docs/getting-started/interface-tour) |
| Lifestyle | One of five classes based on the persona's values (e.g. **Çalışkan İyimser** (Industrious Optimist)); you cannot choose it as a filter. The **Lifestyle** tab in the population form does not contain this class; it holds the filters for alcohol, smoking, household size and car and home ownership. | [Persona profiles](/en/docs/populations/persona-profiles) |
| Liking (**Beğeni**) | In an Ad Test, the share of personas who strongly like the ad (8 or above out of 10). If your organisation has at least 8 other completed Ad Test studies, the box shows the ad's rank among your previous ads (0–100) instead. | [Ad Testing](/en/docs/research/ad-testing) |
| Limited Data Warning | The heading in the Multiple-Choice Survey report under which the strongest candidates are listed when no reliable demographic difference is found. | [Multiple-Choice Survey](/en/docs/research/multiple-choice-survey) |
| Linked experiments | On the **Population Detail** page, the panel that lists the studies that use the population. | [Population library](/en/docs/populations/population-library) |
| low n | The label on the breakdown cards Argus shows in a conversation that marks groups with fewer than 30 participants. Read the percentages for these groups as directional only. | [Working with Argus](/en/docs/argus/working-with-argus) |

### M

| Term | Meaning | Page |
| --- | --- | --- |
| Market segment | The market group assigned to a persona by the segmentation you accept when you create a population. Its distribution appears in the **Market Segment Distribution** chart on the **Population Detail** page. | [Segmentation](/en/docs/results/segmentation) |
| MaxDiff | See Priority Ranking (MaxDiff). | [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking) |
| Member | A user who belongs to an organisation and uses its shared credit pool. Members do not see the **Buy Credits** button. | [Account and organisation](/en/docs/account/account-and-organisation) |
| Memorability (**Kalıcılık**) | In an Ad Test, the share of personas who took away the ad's main message, along with the most-recalled scene and whether the brand appears in that scene. | [Ad Testing](/en/docs/research/ad-testing) |
| Method | What a study measures, and how (e.g. Price Analysis, Comparison). On screen, it is called the "research type", and you choose it on the **Choose Your Research Type** screen. | [Choosing the right method](/en/docs/research/choosing-a-method) |
| Missing | In the Multiple-Choice Survey report, the number of personas who saw the question but whose answer was not recorded. | [Multiple-Choice Survey](/en/docs/research/multiple-choice-survey) |
| Multi Select | A question type in which the persona can tick more than one option. The option percentages can add up to more than 100%. | [Multiple-Choice Survey](/en/docs/research/multiple-choice-survey) |
| Multiple-Choice Survey | The method in which personas choose one or more of the options given for each question. It starts from the **Survey** card in General Research and the **Multiple Choice** card in Fashion. | [Multiple-Choice Survey](/en/docs/research/multiple-choice-survey) |

### N

| Term | Meaning | Page |
| --- | --- | --- |
| Neither | In Competitive Analysis, the option of buying none of the products at the prices shown. If the **Neither** share rises, the personas you lose are not switching to a competitor; they are not buying at all. | [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis) |
| Net Score | In Priority Ranking, the **Best** count minus the **Worst** count. A positive score means the feature was chosen as most important more often; a negative score means it was chosen as least important more often. | [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking) |
| New Chat | The button in a focus group that archives the current session and opens a new one with the same participants. In the new session, the allowance of 200 responses starts again. | [Real-Time Focus Group](/en/docs/research/focus-group) |
| New Research | The flow in which you set up a study from scratch, through the vertical, method, population and design steps; you open it from the sidebar or the SCL logo. | [Starting a new study](/en/docs/research/new-study) |
| No difference | In a Comparison study, a persona who says they see no difference between the two products. These personas are left out of the preference percentages and the themes. | [Comparison](/en/docs/research/comparison) |

### O

| Term | Meaning | Page |
| --- | --- | --- |
| OCEAN | See personality scores (OCEAN). | [Persona profiles](/en/docs/populations/persona-profiles) |
| Optimal Price | In pricing reports, the price within the tested range that maximises revenue (price × demand). | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Organisation | A company account set up by the SCL team whose users share a common credit pool. It has an admin and members. | [Account and organisation](/en/docs/account/account-and-organisation) |
| Organization Management | The settings page where the admin manages members and invitations; only the admin sees it. | [Account and organisation](/en/docs/account/account-and-organisation) |
| Overall Sentiment (**Genel Duygu**) | In focus group analysis, the overall tone of the discussion; a value between −1 and +1, shown as a percentage. | [Real-Time Focus Group](/en/docs/research/focus-group) |

### Pa–Pl

| Term | Meaning | Page |
| --- | --- | --- |
| Paired persona | In Feature Price Impact, a persona who has both a definite willingness to pay for the base product and a measurable willingness to pay for the product with the feature. The average difference is calculated from these personas only. | [Feature Price Impact](/en/docs/research/feature-price-impact) |
| Participant | In a focus group, a persona selected for the session (up to 20). In the summary box of reports, however, **Participants** is the number of personas included in the analysis. | [Real-Time Focus Group](/en/docs/research/focus-group) |
| PDF report | The formatted report created with **Download PDF** on the report page. For some reports, you first choose the segment dimensions to include in the **PDF segment selection** dialog. | [Exporting and downloading](/en/docs/results/exporting) |
| Perceived value | In the Comparison report, whether the product seems worth its price; a score from 1 to 10. | [Comparison](/en/docs/research/comparison) |
| Persistent Panel | A group you save in a focus group so that you can reuse the selected participants in later focus groups in the same vertical. It appears only for organisation accounts. | [Real-Time Focus Group](/en/docs/research/focus-group) |
| Persona | A single synthetic consumer in a population. Each persona has a name, demographics, an SES class, a household budget and personality scores. | [Persona profiles](/en/docs/populations/persona-profiles) |
| Persona Evidence (**Persona Kanıtları**) | The card in the Ad Test report that lists each persona's reaction one by one. | [Ad Testing](/en/docs/research/ad-testing) |
| Personality scores (OCEAN) | Each persona's five scores in the Big Five personality model (openness, conscientiousness, extraversion, agreeableness, neuroticism), on a 1–10 scale. They are not shown on screen; they influence the consumer behaviour type and **Joint Composition** selection. | [Persona profiles](/en/docs/populations/persona-profiles) |
| Placement | In an Ad Test, the setting in which the ad is watched: **Sosyal dikey video** (Social vertical video), **YouTube video reklamı** (YouTube video ad), **TV / CTV** or **Açıkhava (billboard)** (Outdoor (billboard)). It determines how the personas watch the ad and whether reach is measured. | [Ad Testing](/en/docs/research/ad-testing) |

### Po–Pre

| Term | Meaning | Page |
| --- | --- | --- |
| Population | A group of personas that answers a study and can be saved and reused. Each population belongs to a single vertical. | [Creating a population](/en/docs/populations/creating-a-population) |
| Population Detail | The page that shows a population's distribution charts and linked studies, with an Excel download. | [Population library](/en/docs/populations/population-library) |
| Population draft | A target audience definition that Argus prepares in a conversation and that has not been created yet. It is created as a population after you approve it. | [Working with Argus](/en/docs/argus/working-with-argus) |
| Population size | The number of personas to generate: between 10 and 2,001. A population created for a focus group has at most 20 personas. | [Creating a population](/en/docs/populations/creating-a-population) |
| Preference at Optimal Price | In Competitive Analysis, the share of personas who choose your product at the optimal price. | [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis) |
| Preference Distribution | The chart in the Competitive Analysis report that shows the share of your product, the competitors and **Neither** at each price; the shares at the same price add up to 100%. | [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis) |
| Preference share | In a Comparison study, the share of deciders who choose a product. | [Comparison](/en/docs/research/comparison) |

### Pri–Pu

| Term | Meaning | Page |
| --- | --- | --- |
| Price Analysis (WTP) | The method that measures the price personas are willing to pay for a product by asking about each price on the price ladder separately. It gives the acceptance rate, demand and optimal price. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Price ladder | The list of prices tested in the pricing methods: it starts at the lowest price, rises by the **Price Step (₺)** and also includes any custom prices you add by hand. The ladder made up of the lowest price, the highest price and the step must have between 3 and 16 price points; custom prices are added on top of these. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Price objection | In the Comparison report, the share of personas who raise a concern about price in their reasoning. | [Comparison](/en/docs/research/comparison) |
| Price point | A single test price on the price ladder. In Price Analysis, the credits are the number of price points multiplied by the number of personas (e.g. 6 price points × 200 personas = 1,200 credits). | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Price Scenario | In the Competitive Analysis report (**Price Scenario Analysis** in Price Analysis), the view that shows each segment's accept and refuse rates at a price you choose. | [Competitive Analysis (Conjoint)](/en/docs/research/competitive-analysis) |
| Price Step (₺) | When the price ladder is built, the amount by which each price point is higher than the one before it, starting from the lowest price. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Primary Shopping Channel | In Fashion populations, the persona's main shopping channel: **Online Ağırlıklı** (Mostly online), **AVM Ağırlıklı** (Mostly shopping malls), **Outlet Ağırlıklı** (Mostly outlets), **Karma** (Mixed) or **Pasif** (Passive). You enter its distribution as percentages in the **Fashion Attributes** tab. | [Filters and attributes](/en/docs/populations/filters-and-attributes) |
| Priority Ranking (MaxDiff) | The method that ranks features by having personas pick the most and least important in question sets of 4 (MaxDiff, best–worst scaling). The result is a relative ranking among the features tested. | [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking) |
| Product A, Product B | The two products in a Comparison study; in the report, Product A is shown in blue and Product B in green. | [Comparison](/en/docs/research/comparison) |
| Progress screen | The screen that opens after you click **Start**, showing the study's stage and a progress bar. Leaving the screen does not stop the study; when the study finishes, the screen shows **Your analysis is ready** and the report opens. | [Starting a new study](/en/docs/research/new-study) |
| Purchase History | The section of the **Credits & Usage** page that shows your last 5 credit purchases and their status; it is not shown to organisation members. | [Buying credits and billing](/en/docs/account/buying-credits) |
| Purchase probability | In the Comparison report, the average purchase likelihood (0–100%) the personas report. | [Comparison](/en/docs/research/comparison) |

### Q

| Term | Meaning | Page |
| --- | --- | --- |
| Question set | In Priority Ranking, the 4 features shown to a persona at once. The number of sets is the number of features × 3 ÷ 4, rounded up. | [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking) |
| Quick Research | The page where you run a saved survey on a saved population from a single screen; there are no design steps. | [Quick Research](/en/docs/research/quick-research) |

### R

| Term | Meaning | Page |
| --- | --- | --- |
| Reach (**Erişim**) | In an Ad Test, the share of personas who watch the ad to the end. It is measured only on the **Sosyal dikey video** and **YouTube video reklamı** placements. | [Ad Testing](/en/docs/research/ad-testing) |
| Reachable demand (**Alınabilir talep**) | In an Ad Test, the average likelihood that personas will choose the brand next time, measured after the ad and compared with before it. For non-sales ads, **Marka yakınlığı** takes its place. | [Ad Testing](/en/docs/research/ad-testing) |
| Reaction round (**Tepki turu**) | In a focus group, an extra round opened with **Tepkileri al** (Get reactions): the 3–5 participants whose views are furthest from the sharpest quote respond to it. You can run it once per question. | [Real-Time Focus Group](/en/docs/research/focus-group) |
| Real-Time Focus Group | The method in which you ask up to 20 participants questions in a live conversation. Credits are spent per response. | [Real-Time Focus Group](/en/docs/research/focus-group) |
| Remaining credits | See balance. | [Credits](/en/docs/account/credits) |
| Report | The results page of a completed study. Reports are listed under **ANALYSIS** › **Reports** and downloaded with **Download PDF** and **Download Excel**. | [Reports](/en/docs/results/reports) |
| Report name | The name shown on the report card and in downloaded files. You change it with **Rename** on the **Reports** page; this does not affect the study's name. | [Reports](/en/docs/results/reports) |
| Research list | The list that shows all your studies, whether draft, running, completed or failed, under the **All**, **In Progress**, **Ready**, **Completed** and **Failed** tabs. It is not in the sidebar; you open it from the rows under **Your Reports** on the **Credits & Usage** page. | [Interface tour](/en/docs/getting-started/interface-tour) |
| Research Preview | The page that opens after the design step and shows the number of personas and the estimated credits on the **Experiment Summary** card. You start the study with the **Start** button on this page; focus groups and Comparison in General Research skip this step. | [Starting a new study](/en/docs/research/new-study) |
| Research programme | Argus's multi-stage process: desk research, 2–4 strategic questions, studies that answer those questions and a strategy report that brings the results together. | [Strategy reports and presentations](/en/docs/argus/strategy-reports) |
| Research topic | The field in the population form where you type the product or category. The segmentation is looked up based on this wording. | [Creating a population](/en/docs/populations/creating-a-population) |
| Research type | See method. On the **Quick Research** screen, however, the **Research Type** field selects the vertical, not the method. | [Choosing the right method](/en/docs/research/choosing-a-method) |
| Response Distribution | The tab in the Multiple-Choice Survey report that shows the count and percentage for each question's options. | [Multiple-Choice Survey](/en/docs/research/multiple-choice-survey) |
| Response rate | Of the personas who saw a question, the percentage who answered it. Questions with a rate below 90% are listed in the **Low Response Rate Warnings** box. | [Multiple-Choice Survey](/en/docs/research/multiple-choice-survey) |
| Revenue | In pricing reports, a price multiplied by the number of personas who buy or choose the product at that price. It is on the scale of the population, not a sales forecast in lira. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| Running | The state of a study that is generating responses right now. The Argus button at the bottom right shows running studies; when there is more than one, it reads, for example, "2 studies running". | [Interface tour](/en/docs/getting-started/interface-tour) |

### S

| Term | Meaning | Page |
| --- | --- | --- |
| Score (0-100) | In Priority Ranking, the net score rescaled to the 0–100 range: the most important feature sits at the top end and the least important at the bottom. Scores are relative. | [Priority Ranking (MaxDiff)](/en/docs/research/priority-ranking) |
| Segment | A single group that results are split into (e.g. "25-34" or "SES B"). Most reports do not show segments with fewer than 5 personas. | [Segmentation](/en/docs/results/segmentation) |
| Segment Analysis | The tab that splits report results into segments by the dimension you choose. | [Segmentation](/en/docs/results/segmentation) |
| Segment rules (v2) | Predefined segment rules for some product groups. When rules are found, the card shows **Segment rules found (v2)** and the selection is accepted automatically. | [Creating a population](/en/docs/populations/creating-a-population) |
| Segmentation | The data that splits a population into market segments based on the research topic. In the population form, you find it with **Find segmentation** and accept it with **Use segmentation**; you do not upload a file. | [Segmentation](/en/docs/results/segmentation) |
| SES | Socio-economic status: one of six classes (A, B, C1, C2, D, E) calculated from the persona's income group, education and work status. You can filter by it in the population form. | [Filters and attributes](/en/docs/populations/filters-and-attributes) |
| Single Select | A question type in which the persona can tick only one option per question. | [Multiple-Choice Survey](/en/docs/research/multiple-choice-survey) |
| Smart Distribution | The option that gives a custom feature to personas whose profile fits it, rather than at random. You turn it on separately for each row in the **Custom Feature** tab. | [Custom features](/en/docs/populations/custom-features) |
| Smart Selection | The panel in a focus group that selects up to 20 participants in one click, based on the strategy you choose (segment, age, gender, income, **Joint Composition** or random). | [Real-Time Focus Group](/en/docs/research/focus-group) |
| Step bar | The bar that shows which step you are on in the **New Research** flow: vertical, method, **Population Mode**, **Design Survey**, **Research Preview** and **Analytics**. | [Starting a new study](/en/docs/research/new-study) |
| Strategy report | The report in which Argus brings together the results of the studies in a research programme. You open it with **Open report** and download it as PDF, PPTX or DOCX. | [Strategy reports and presentations](/en/docs/argus/strategy-reports) |
| Study | A method set up and run on a population. On screen, the words "experiment" and "research" are also used for the same thing. | [Starting a new study](/en/docs/research/new-study) |
| Style Confidence | In Fashion populations, how confident the persona is about style: **Yüksek** (High), **Orta** (Medium) or **Düşük** (Low). | [Filters and attributes](/en/docs/populations/filters-and-attributes) |
| Support | The page, opened from the bottom of the sidebar, where you choose a category and send a written request to the SCL team. | [Support and troubleshooting](/en/docs/account/support-and-troubleshooting) |
| Survey | A question or price design that you can save and reuse; it is kept on the **LIBRARY** › **Surveys** page. The **Survey** card in General Research, on the other hand, starts the Multiple-Choice Survey method. | [Survey library and question design](/en/docs/research/survey-library) |
| Synthetic consumer | A virtual consumer sampled from population and income data for Türkiye and played by a language model; in the app, it is called a persona. Its answers are model output. | [How synthetic consumers work](/en/docs/getting-started/how-synthetic-consumers-work) |

### U

| Term | Meaning | Page |
| --- | --- | --- |
| Usage moment | In a Comparison study, an AI-generated occasion for using or wearing the product. The report scores both products' fit with each moment from 1 to 10. | [Comparison](/en/docs/research/comparison) |

### V

| Term | Meaning | Page |
| --- | --- | --- |
| VAT | The 20% value added tax added to the amount when you buy credits; it appears on the **VAT (20%)** line of the payment summary. | [Buying credits and billing](/en/docs/account/buying-credits) |
| Vertical | The area a study is run in: **General Research**, **Fashion** or **Ad Testing**. It determines the methods on offer and the population's attributes; populations are not shared between verticals. | [Verticals](/en/docs/research/verticals) |
| Voice of the consumer | In the Comparison report, themes grouped with AI from the reasoning of the personas who did and did not choose the product. | [Comparison](/en/docs/research/comparison) |

### W

| Term | Meaning | Page |
| --- | --- | --- |
| Warmed, cooled, unmoved | In an Ad Test, the personas whose likelihood of choosing the brand rose, fell or stayed the same after the ad. | [Ad Testing](/en/docs/research/ad-testing) |
| Willing to buy | In the Comparison report, the share of all participants who report a purchase likelihood of 60% or higher. | [Comparison](/en/docs/research/comparison) |
| Willingness to pay (WTP) | The highest price at which a persona would still buy the product. In the Price Analysis report, the average appears on the **Avg Price** card. | [Price Analysis (WTP)](/en/docs/research/price-analysis) |
| WTP | See willingness to pay (WTP). | [Price Analysis (WTP)](/en/docs/research/price-analysis) |

## Different names for the same method

A method can appear under different names depending on the vertical and the screen. These docs use the name on the left. Names marked "Reports" appear in the type filter and on the card badges on the **Reports** page.

| Name used in these docs | Other names you may see on screen |
| --- | --- |
| Price Analysis (WTP) | **Price Analysis (WTP)** (design page), **Fiyat Analizi (WTP)** (Fashion card, in Turkish), **Basic Pricing** (preview), **Price WTP** (Reports) |
| Competitive Analysis (Conjoint) | **Competition Analysis (Conjoint)** (design page), **Rekabet Analizi (Conjoint)** (Fashion card, in Turkish), **Choice Based Conjoint (CBC)** or **Dynamic Conjoint** (preview, report), **Competition Conjoint** (Reports) |
| Priority Ranking (MaxDiff) | **Feature Preference (MaxDiff)** (design page), **Özellik Tercihi (MaxDiff)** (Fashion card, in Turkish), **Feature Prioritization** (preview, report), **Priority MaxDiff** (Reports) |
| Feature Price Impact | **Feature Value Analysis** (design page, preview, report), **Feature Value** (Reports) |
| Multiple-Choice Survey | **Survey** (General Research card), **Multiple Choice** (Fashion card, preview), **Survey MCQ** (Reports) |
| Real-Time Focus Group | **Gerçek Zamanlı Odak Grup** (Fashion card, in Turkish), **Focus Group** (Reports), **Odak Grubu Analizi** (analysis page, in Turkish) |
| Ad Test | **Ad Testing** (vertical card), **Reklam Testi Analizi** (Ad Test Analysis; report, in Turkish) |

## Related pages

- [Core concepts](/en/docs/getting-started/core-concepts)
- [Choosing the right method](/en/docs/research/choosing-a-method)
- [Reading a report](/en/docs/results/reading-a-report)
- [Credits](/en/docs/account/credits)
- [What is Argus?](/en/docs/argus/what-is-argus)