Glossary of Marketing Studies and Research
The Latin phrase Adhoc literally means « for this », appropriate for a specific situation, made for a specific objective.
In the marketing language, an Adhoc study is a one-time punctual study, made in a specific way on a precise subject, for a specific ordering customer (conducted generally by a research firm).
Adhoc studies allow to deeply explore the subject providing new information and giving insight on all aspects of an issue in detail.
This type of study is the opposite of barometric studies carried out frequently and aiming to follow indicators over time (satisfaction, market shares…)