Using Annoying Marketing Terms? Here’s How Research Can Help Companies Create Stronger Messaging

We all have our own list of buzzwords that we hate, both professionally and commercially. In the race to capture attention, companies often use a set of buzzwords, jargon, and overused phrases that can backfire. We’ve all heard them—words like “disruptive,” “synergy,” and “seamless” are front of mind for most of us. These words might sound trendy and of the moment to some, but they often annoy customers or feel hollow. 

According to recent research, 88% of consumers believe authenticity is crucial when deciding which brands they support. Yet many B2C companies struggle to balance trendy language with messaging that truly lands and connects. The key to effective messaging lies in understanding your audience– and this is where market research becomes essential. 

Here, we’ll dive into why certain marketing terms fail and how brands can use data-driven research to craft language that resonates, inspires trust, and, more importantly, converts. 

Why Do Certain Marketing Terms Annoy Audiences? 

Sometimes, words are simply overused and their original meaning becomes diluted over time. Terms like ‘game-changer” and “best-in-class” get thrown around so often that they lose their impact. If every brand is ‘best-in-class”, then no brand is. Consumers understandably grow skeptical, and the message no longer differentiates the company from competitors, leading to disengagement. 

Consumers, especially Gen Z, seek authenticity in brand communication. Corporate-sounding terms like “synergy” and “optimization” can appear robotic, making a company sound distant or disingenuous. A recent study by Stackla found that 86% of polled stated that authenticity influences which brands they support, but only 57% think brands deliver authentic messaging. 

Worse than words that are simply annoying are vague buzzwords. Vague terms tend to focus on the company rather than the customer. For instance, saying “We deliver seamless solutions” doesn’t clearly explain the benefit to the consumer. As a result, people may tune out completely because the messaging fails to address what’s in it for them– their needs, desires, or frustrations. 

As mentioned above, trying to be too trendy in messaging is risky. Slang and trends evolve quickly, and using outdated or forced terminology can alienate audiences. For example, using Gen Z slang carelessly without understanding its context risks coming off as insincere, or much worse, as if the company is trying too hard to be relevant. 

How Market Research Can Identify Messaging That Resonates

For companies, the key to effective marketing lies in listening to their audience and fully understanding the language they use. Whether it’s Gen Z, Black women, or older LGBTQ+ consumers, knowing the language they use makes all the difference. Market research provides the insights needed to create messaging that feels personal, relevant, and engaging. There are various ways companies can leverage different research methods. Here are a few: 

1. Surveys and Polls to Discover Consumer Preferences: Surveys allow companies to test specific words, phrases, and taglines with their target audience. Companies can ask customers directly what terms resonate with them, which they find annoying, and what kind of messaging they prefer. Here’s an example: A CPG brand could survey different demographic groups to find out whether “sustainable” or “eco-friendly” resonates better when promoting a new product line. 
2. Focus Groups to Gain Contextual Insights: Focus groups offer insights by revealing how consumers respond to specific language in real-time discussions. Participants can share why they like or dislike certain messaging and help companies understand the emotional triggers behind their reactions. For instance, a fashion retailer might conduct focus groups to learn whether Gen Z consumers prefer messaging focused on self-expression or sustainability. 
3. Social Listening to Identify Trends and Sentiments in Real Time: By monitoring conversations on social media, companies can uncover trends and learn the words customers naturally use when talking about their needs or challenges. This helps brands craft messaging that mirrors how their audience communicates. For example, a beauty brand might notice that consumers are using #shelfie on their posts of their favorite beauty products organized in or on their shelves at home and incorporate that language into their posts. 
4. A/B Testing to Validate Messaging with Real-World Data: A/B testing allows brands to experiment with different versions of marketing messages to see which performs better. This method provides hard data on what resonates and what falls flat. A travel company might test two different email subject lines– one using “stress-free vacation” and another using “easy escapes”– to determine which would generate more clicks. 
5. Ethnographic Research to Understand Important Cultural Contexts: Ethnographic research helps companies develop messaging rooted in the cultural values of their target audience. This method is particularly valuable for brands trying to connect with minority or niche consumer groups, who may have unique language preferences. If a tech company wanted to target Hispanic consumers, they could conduct ethnographic research to better understand how bilingual customers describe their technology needs. 

Annoying marketing terms do more than just irritate us– they can create barriers between brands and the audience they are trying to reach. To connect meaningfully with consumers, companies need to move beyond jargon and embrace messaging that is clear, authentic, and aligned with customer values. 

Market research provides a window into consumers’ minds, serving as the foundation for crafting these messages. By grounding messaging in real data and genuine insights gained through research, brands can cut right through the noise, build trust, and resonate with the audience they aim to serve. Read more about marketing and market research on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

What to Know About Targeting C-Level Executives for Research

Targeting C-level executives for your research can provide valuable insights, but how do you pin them down and get them to participate? These high-level decision-makers have a unique psychographic profile that requires a tailored approach. The executives’ perspectives are uniquely valuable for the strategic insights they offer and crucial to researchers– the influence they have over company decisions, giving a clear picture of how companies allocate resources. 

Here’s a look into what companies need to understand when trying to connect with C-level executives and a breakdown of why their input is critical for your business strategy. 

The Psychographic Profile of C-Level Executives

C-level executives are goal-oriented, strategic thinkers, and highly time-conscious. Their primary focus is on efficiency, growth, and long-term sustainability. If you look closely, those three elements offer companies important clues about what this demographic values most. 

C-level execs are keen on insights that can help steer their company in the right direction. This means that they look for factual, actionable insights that can back up strategic data-driven decisions. Another point to keep in mind is executives tend to have an eye on future trends and they want insights that can help anticipate and adapt to emerging challenges in their industry. They want to be able to have a glimpse into the future and they want to accomplish that well before their competitors do. 

Executives also value the opinions of their peers and they tend to trust insights from those in their circle. They actively seek ways to reinforce their influence in their industry, often positioning themselves as thought leaders. Not surprisingly, C-level executives generally like to maintain control over processes, meaning they expect efficiency and value in exchange for their time. 

What Are The Challenges of Targeting C-Level Executives for Research?

It is notoriously difficult to engage C-level executives in market research. Here are three of the biggest challenges:

1. Time Constraints: Executives are incredibly busy and often only prioritize participating in research if they see clear value. Their schedules are packed with strategic meetings, and dedicating time to a survey or an interview is not going to rank high on their list of priorities. 
2. The Value Bar is Set High: C-level execs want to ensure that participating in research has a direct benefit. They need to see that their involvement will generate actionable insights for their industry or brand. 
3. Watch Out for the Gatekeepers: Executives often have teams that act as filters, blocking access to requests for interviews, surveys, or focus groups. These gatekeepers make it hard for market researchers to get their foot in the door. 

Creative Ways to Engage C-Level Executives for Research

To successfully engage top-level execs, companies need to think creatively and strategically about their approach. Executives are often more open to discussing industry trends at high-profile events or private networking gatherings. Hosting exclusive roundtables or VIP panels at industry conferences can give you direct access to these leaders. 

Another way is to present the opportunity to participate in research as a way for executives to shape industry dialogue. Offer to include their insights in a whitepaper or another public-facing report that highlights their expertise, which they can then share with peers or in the media. 

While standard monetary incentives might work for other research participants, they may not get the attention of a C-level executive. However, offering insights in exchange, such as early access to cutting-edge data or a personalized benchmark analysis, could be what grabs their attention long enough for a conversation. 

Executives are more likely to participate if the request comes from a peer that they know and respect. Consider using high-level networks or industry influencers to introduce your research project participation. 

Another important element to consider is time constraints. Limit the time commitment required of participants. Micro-surveys or one-on-one interviews that focus on high-level insights and take no more than 10-15 minutes are more appealing than lengthy questionnaires. 

Targeting C-level executives for market research is challenging, but it can offer a treasure trove of insights. Companies need to understand the psychographic profile of executives and overcome the challenges of time and access to capture their valuable insights. The value that executives provide– through their strategic vision, industry knowledge, and influence– makes their participation critical for any research that aims to shape the future of the business. Read more about market research and the B2B and B2C business landscape on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

Unlocking the Potential of Frequent Travelers: How Research Can Power the Tourism Industry 

By any measure, the tourism industry is incredibly dynamic and is evolving with global trends, digital transformations, and the ever-changing preferences of travelers. One segment that remains critical to the industry’s growth is frequent travelers. These consumers not only represent a significant share of the travel market but also influence trends, shape demand for new services, and propel innovation forward. 

Understanding the motivations, preferences, and behavior of frequent travelers is key to creating personalized experiences that keep them coming back. For tourism companies looking to tap into this valuable audience, leveraging market research is essential. When businesses invest in research, they can gain deeper insights into frequent travelers’ habits, desires, and decision-making processes, allowing them to tailor services and marketing strategies effectively. 

The Power of Frequent Traveler Data

Frequent travelers are often savvy consumers who prioritize convenience, experience, and value. They tend to book multiple trips each year, which means their expectations and needs evolve with each journey. Understanding their unique preferences– whether it’s loyalty to specific airlines, preferred hotel amenities, or enthusiasm for particular travel destinations– is crucial for businesses aiming to attract and retain them. 

However, not all frequent travelers are alike. Some of them are driven primarily by luxury experiences, while others seek budget-friendly options. Some prioritize sustainability and wellness, while others focus on adventure and cultural activities. Traditional market research methods may provide general insights into these categories, but to truly connect with frequent travelers, tourism companies need customized and ongoing data collection. 

Why Custom Online Panels Are a Solution

Custom online panels, such as the panels designed and managed by Eyes4Research, offer tourism companies a direct line to frequent travelers, allowing businesses to collect specific, actionable insights over time. These panels consist of pre-recruited participants who fit a particular profile– in this case, frequent travelers– who agree to participate in surveys, discussions, and studies that yield valuable data that tourism companies can activate to make more informed decisions. 

Here’s why custom online panels are a game changer for the tourism industry: 

• Targeted Insights: Custom panels allow you to engage directly with frequent travelers who match a brand’s ideal customer profile. Whether tourism companies are focused on luxury, budget, adventure, or business travel, custom online panels help them collect feedback and insights from the exact demographics that matter to their business. 
• Real-Time Data: Consumer preferences are always changing, especially in a fast-paced industry like tourism. Custom panels give tourism companies the flexibility to gather real-time data, ensuring that these companies stay well ahead of emerging trends and constantly shifting consumer demands. 
• Personalized Marketing and Product Development: By activating frequent travelers’ preferences and pain points, tourism companies can design more personalized marketing campaigns and create products or services tailored specifically to their needs. This can look like loyalty programs or customized travel packages that appeal directly to the interests of frequent travelers. 
• Engagement with Key Decision-Makers: Not surprisingly, frequent travelers often have strong opinions about their experiences. Custom panels allow tourism companies to engage with these decision-makers, asking them what truly matters and making them feel heard. This can enhance brand loyalty as customers appreciate being part of shaping the future of travel. 
• Cost-Effective and Efficient: Custom online panels can be more cost-effective than traditional research methods, They allow for quicker deployment of surveys and can reach a larger, more diverse group of frequent travelers with minimal overhead costs. This makes it easier to continuously gather data without busting the budget. 

Of course, no two tourism brands are alike, and that’s why custom panels are built specifically to fit the unique business goals of individual companies. Whether tourism companies want to explore trends in luxury travel, understand what drives Millennial globetrotters, or develop eco-friendly travel solutions, there is a panel that can be created to fit their needs. 

By using research to target frequent travelers, tourism companies can fine-tune their approach, deliver quality experiences, and build stronger customer relationships. Custom panels represent a valuable resource for achieving these goals, offering deeper insights and a competitive edge in the rapidly evolving tourism industry. 
Read more about the tourism industry and the benefits of market research on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.