Market research has developed a precise vocabulary over decades of applied practice, academic refinement, and methodological debate. The terms below represent the working language of the discipline — used by brand strategists, consumer insight teams, product developers, and policy researchers. Definitions are given in their professional sense, not their colloquial approximations. A/B Testing A controlled experiment in which two versions of a stimulus — an advertisement, a product page, a pricing structure, a survey question — are exposed to separate audience segments simultaneously.

A working reference for the vocabulary of digital marketing and growth — organized by channel and discipline. Definitions are written for practitioners, founders, and analysts who move fast and need the concepts straight. Acquisition and Channels CAC (Customer Acquisition Cost) The total cost of acquiring a new customer — all sales and marketing spend divided by the number of new customers acquired in the same period. CAC is the fundamental unit economics metric on the cost side.