Synergy, love and coleslaw_ words market research has worn out – breaking blue

Comrades in research! I’ve been consulting my clever, opinionated colleagues. Exercise and anxiety I’ve been ruminating. Paleo diet plan I’ve even done a little points allocation exercise. Paleolitico e neolitico The result is the (my) definitive ranking of 10 terms the market research industry loves to death and has consequently over-used to the point of exhaustion! Here it is.

At 10: Delight.


Paleo diet breakfast ideas Desserts are nice, but you shouldn’t have three of them a day. Best diet plan for menopause And like desserts, ‘delight’ in the context of market research is fine once in a while, but comrades, we must exercise moderation! Also, we earn our money by solving problems; not by making puddings (though sometimes I fancy an exchange programme).

In at number 9: Bespoke. 3 month weight loss diet plan When did we stop saying ‘ad hoc’? Within our industry and beyond, people lean on this term to describe anything that’s vaguely ‘designed’ in any way. What is the paleo diet Pretentious, no?

At 8: Synergy. 6 month diet plan Used far too often when all researchers mean is, “We work with each other and with suppliers and with clients” – which is one of the fundamental things we need to do, if we’re going to solve a client’s problem. The paleo diet food list Why put a fancy word to it that reminds British researchers over 35 of terminally dreadful 80’s animation Jem and the Holograms?

Creeping in at 7: Deep dive. Dr g weight loss Again, used with alarming frequency to mean ‘qualitative research.’ Also makes me feel like I should be holding my breath. 6 week diet plan to lose 20 pounds #stressful

At number 6: Actionable insights. Exercise music 2016 All insights should be actionable, or what’s the point? The point’s solving problems and making a difference; not sounding presumptuous, or like you don’t really believe how actionable your insights are. Healthy diet tips for flat stomach Sort it out.

At 5 (this is getting exciting): Bring to life. Exercise and anxiety disorder I reckon there’s a correlation of at least 0.9 between the expression ‘bring to life’ and ‘verbatim.’ Can’t we find another way of saying it?

In at 4: Innovative. 2 week weight loss workout plan We love chucking this word around. Weight watchers calculator I’ve seen maybe 1 genuinely innovative thing in research in the last year. Paleo diet ‘Innovative’ has become a cheap shot at grabbing our attention and that of our clients. Weight loss diet hindi Let’s use ‘innovative’ where it’s deserved, and call everything else ‘new.’

Into the top 3 now: Key. Paleo diet explained All well and good when there really is only one solution to something – in which case it’s actually the key. Weight loss jobs But we use it as an adjective all the time, and it can be pretty vacuous. Losing weight menopause “It is key that you do this,” “the key answers.” There’s often something more meaningful.

A surprise entry at number 2: Leverage. Sam e weight loss Why do we use it as a verb? Why don’t we just say ‘use’? How do you even pronounce it? How did it prompt my extremely well-mannered, superdad colleague to unleash a torrent of bile at me via the medium of email, when I asked for words that did his head in? Because it’s used too much, and it’s used wrongly, that’s why.

That’s right! It’s … Passionate. Best diet to lose weight and keep it off I’ve got nothing against passion. Exercise 30 anatomy of the heart But using it in, say, your biog is a bit like me saying my fondness for coleslaw is the same as my all-consuming adoration of my other half, because I use the word ‘love’ about both. Lose weight fast for wedding Come on; you aren’t passionate about market segmentation, or tracking customer satisfaction, or understanding the customer journey. Qigong exercises for weight loss You’re passionate about solving problems, about using what we learn to make a real difference. Whey protein diet plan for weight loss I hope we all are, and that’s why we’re in this industry.

Whether your own bete-noire is in my ranking or not, and whatever you think of the order I’ve put them in, I hope you think twice next time you’re about to declare your passion for brand tracking or promise to leverage a few synergies through a programme of global B2B research.

There’s nothing wrong with these terms, but let’s treat them like the love of our life; not like coleslaw.

With thanks to the aforementioned clever, opinionated colleagues:

Guy Garside, Dan Luca, Alison Hulme, Phil Stubington, Adele James, Andrew Wood, Alison Johnstone, Peggy Young, Christoph Korbitz, Rachel Cope, Rhiannon Phillips, Alan O’Connor and Chrissie Wells.

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