Allais Paradox
A decision-making paradox that shows people's preferences can violate the expected utility theory, highlighting irrational behavior.
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Incumbent
An established company or market leader that holds a significant market share and has a strong presence in the industry.
Photo Study
A research method where participants take photographs of their activities, environments, or interactions to provide insights into their behaviors and experiences.
Keyword Research
The practice of identifying and analyzing search terms that users enter into search engines, used to inform content strategy and SEO.
Social Theory
The study of social relationships, structures, and processes.
Sales Funnel
Often referred to as "marketing funnel", a model that represents the user journey from awareness to purchase used to analyze and optimize conversion of prospects to customers.
Backlink Profile
The collection of all the backlinks (inbound links) pointing to a website, used to assess its authority and influence in search engine rankings.
Decision Utility
The value or satisfaction derived from a decision, influencing the choices people make.
CIRCLES Method
A structured framework for product design that stands for Comprehend the situation, Identify the customer, Report customer needs, Cut through prioritization, List solutions, Evaluate trade-offs, and Summarize recommendations.