Glossary

A Profit & Loss statement, or P&L, is a financial report that shows a business’s revenue, costs, expenses, and profit or loss over a specific period.

A progress indicator is a visual element that shows users how far along they are in a process, task, upload, form, or digital interaction.

Proof Points / Reasons to Believe (RTBs) are the evidence and support that validate a brand’s claims and build trust with its audience.

A prototype is an early interactive or visual version of a website, app, product, or design concept used to test ideas, user flows, and functionality before final development.

Public Relations (PR) is the strategic management of a brand’s reputation and visibility through media relations and public communication.

A qualified lead is a potential customer who meets defined criteria indicating a strong likelihood to convert.

Qualitative research is a research method used to understand people’s thoughts, feelings, motivations, behaviours, and experiences through non-numerical insights.

Quality Assurance, or QA, is the process of checking systems, products, services, or deliverables to make sure they meet defined standards before they reach customers.

Quality Score is a metric used in paid advertising to measure the relevance and effectiveness of ads, keywords, and landing pages.

Quantitative research is a research method that uses numerical data, statistics, surveys, analytics, and measurable results to understand patterns and make decisions.

A quota is a set target or minimum requirement that a person, team, or business is expected to reach within a specific period.

Rebrand is the strategic process of updating or redefining a brand’s identity, positioning, or messaging to better align with evolving goals, audiences, or market conditions.

Responsive design is a web design approach that allows a website or digital interface to adapt automatically to different screen sizes, devices, and orientations.

Retention is the practice of keeping existing customers engaged and loyal to maximize long-term value.

Retention rate is the percentage of customers, users, or subscribers a business keeps over a specific period of time.

Retina Display is Apple’s term for high-resolution screens with pixel density so sharp that individual pixels are difficult to see at normal viewing distance.

Revenue is the total income a business earns from selling products, services, subscriptions, or other offerings before expenses are deducted.

ROI, or Return on Investment, measures how much value or profit a business gains compared to the amount it spends on an investment.