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Dictionary by pitch.dog
Research, awareness & brand tracking · Working

Weighting

Also called: survey weights

ELI5

Adjustment of observations to better represent a target population or design.

Used in conversation

“Can we show the uncertainty around weighting instead of presenting one clean number?”

Pitch context

You will see “Weighting” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches research, awareness & brand tracking.

Why it matters: It helps a reader interpret research, awareness & brand tracking without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Bring the business, the evidence or the half-formed ask. We help it travel beyond the spreadsheet.

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Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.