answer:Do you want terminologies or do you want a finger on the pulse and to make sense? I don’t know how you can function at all in your capacity unless your clients are so clueless themselves to not even be in the position to negotiate with you and your company in the first place. For me, I think you’re looking in the wrong direction : key concepts, processes and terminology. Basic words : qualitative and quantitative measures, demographics, reach, target audience, focus group, media. Google : market research. I think what you should be looking for are trends in how consumers behave, changes in demographic behavior in the current group and next 5 years and what they will or will not respond to and what strategies and media corporate spending should be focusing on in order to plan their marketing direction, branding exercise and market reach in the next 6 months to 5 years.