February 24, 2025
Eyes4Research
Investing in the right sample is one of the most critical decisions a brand can make when conducting research. A well-structured, high-quality sample ensures that insights are accurate, reliable, and representative of the target audience. However, navigating the sample-buying process can be complex, especially with the increasing availability of panel providers like Eyes4Research, new sampling techniques, and evolving consumer behaviors. Brands need to be strategic not only in selecting a sample provider but also in understanding what factors impact data quality and the overall success of their research.
One of the first things to consider before purchasing a sample is whether it truly represents the audience a brand needs to reach. Many research studies fail because the sample does not reflect the nuances of the consumer base the brand wants to reach. While general consumer panels may seem like a cost-effective option, if a brand requires niche audiences—such as multicultural consumers, LGBTQ+ individuals, or high-net-worth professionals—it is essential to ensure the sample provider has the right recruitment strategies in place.
The rise of first-party data and highly curated research panels has made it possible to reach more specific segments, but these samples often come at a higher price point. Brands must weigh the trade-off between cost and specificity to ensure they are not compromising on data integrity. Low-quality data leads to low-quality strategies.
Data quality is another major consideration. Fraudulent responses, inattentive participants, and duplicate panelists can all skew research results, leading to flawed business decisions. Before purchasing a sample, brands should ask providers about their panel management practices, fraud detection methods, and validation techniques. Many top-tier sample providers now use AI-powered fraud detection, device fingerprinting, and response quality checks to ensure clean and reliable data. Additionally, the use of re-contactable respondents—where panelists can be verified and followed up with over time—can add another layer of confidence in the data.
The methodology behind sample sourcing also plays a significant role. While many sample providers rely on river sampling or programmatic exchanges to fill quotas quickly, these approaches can sometimes introduce biases. Recruiting from vetted panels or proprietary databases is often the better choice for studies requiring a highly engaged and pre-screened audience. Brands should also consider mixed-method sampling approaches, combining panel recruitment with social media outreach or custom recruitment strategies to enhance representation.
Timing and feasibility are also key. Rushing a sample purchase without considering feasibility can lead to project delays or poor-quality responses. If a research study requires a hard-to-reach audience, it is crucial to work with a provider who can give realistic timelines for recruitment. Certain demographics, such as affluent consumers, executives, or specific ethnic groups, may require longer lead times for proper engagement. Investing in pre-recruitment or ongoing panel maintenance can help brands avoid last-minute scrambles and ensure smoother fielding.
Finally, transparency matters. Brands should be wary of sample providers who are not open about their sourcing methods, response rates, or quality control measures. Working with a trusted research partner who prioritizes transparency and collaboration can prevent costly mistakes and ensure the insights gathered truly support business objectives.
Although a sample may seem like just one piece of the research process, it ultimately determines whether the final data is actionable or misleading. By asking the right questions and understanding the evolving landscape of sample procurement, brands can make informed decisions that lead to more accurate, impactful insights.
Online panels are powerful tools that provide a more affordable way for companies to gather valuable data to determine the value of their brand’s product or service and make crucial strategy decisions. Eyes4Research has everything your company needs 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 online panels here.
February 18, 2025
Eyes4Research
For better or for worse, marketing is filled with buzzwords meant to capture attention and communicate value, but some terms have been so overused that they have lost their meaning. Instead of making a brand stand out, these words can blend into the noise, making messaging feel generic, insincere, or even misleading.
Savvy consumers and industry professionals are becoming more skeptical of marketing jargon, and relying too heavily on these overused terms can damage credibility. Here, we’ll explore ten of the most overused marketing terms, learn why they no longer carry weight, and how their misuse can backfire.
1. Disruptive – Once reserved for companies that were truly shaking up industries and actually exciting, “disruptive” is now applied to almost anything slightly different from the status quo. In reality, most businesses are not disrupting their market but rather iterating on existing models. Overusing this term can create unrealistic expectations, leading to disappointment when consumers realize a product or service is not as revolutionary as promised. When brands claim to be disruptive without proof, they risk losing credibility with both customers and investors.
2. Authentic – In a moment when consumers value transparency and honesty, “authentic” has become a go-to word for brands trying to connect on a deeper level. However, repeatedly stating that a brand is authentic does not make it so. Overuse has stripped the word of its power, making it sound like an empty claim rather than a genuine value. Instead of telling people a brand is authentic, companies should prove it through meaningful customer engagement, ethical business practices, and genuine storytelling.
3. Innovative – Every company wants to be seen as a leader in its industry, but calling a product or service “innovative” without demonstrating how it is different from competitors weakens the impact of the word. True innovation is recognized, not declared. When brands continuously describe themselves as innovative without providing real proof, consumers may become skeptical, assuming it is just another marketing ploy. A better approach is to highlight specific features, technologies, or approaches that make a product stand out.
4. Game-Changer – This phrase is meant to indicate something groundbreaking, but its frequent use has made it feel exaggerated and cliché. Many companies use “game-changer” to describe minor updates or iterative improvements, leading to consumer fatigue and skepticism. If every new feature or product update is labeled a game-changer, the term loses its impact. If everything is a game-changer, then nothing is. Instead, marketers should focus on clearly explaining how a product or service provides a distinct advantage over existing solutions.
5. Next-Gen – Technology and product advancements are inevitable and what consumers want, but labeling something as “next-gen” does not automatically make it better. Without a clear explanation of what makes a product an actual step forward, the phrase becomes nothing more than a marketing buzzword. Consumers have grown wary of vague claims, and if “next-gen” features do not significantly improve upon current options, brands risk disappointing their audience. Instead, businesses should describe what specific improvements make their product superior.
6. Cutting-Edge – Like “innovative” and “next-gen,” this term is meant to signal advanced technology or a breakthrough idea. However, many brands use “cutting-edge” as a blanket statement without backing it up with real advancements. If a company’s product or service is genuinely ahead of the competition, it should be evident in its features and benefits, not just in marketing copy. Consumers today expect proof, and using this term without substance can erode trust.
7. Scalable – This word is frequently used in the startup and B2B space to suggest a business model that can grow easily. However, most companies claim to be scalable, making the term feel generic and meaningless. Without a clear explanation of how scalability benefits the customer or investor, the term does not add value. Marketers should replace “scalable” with specific details about how their solution can grow with demand, whether through automation, adaptable infrastructure, or increased efficiency.
8. Synergy – Once a favorite term in corporate jargon, “synergy” is now so overused that it often gets dismissed as empty business speak. Originally used to describe how different elements of a business or partnership create greater value together, it has become a vague catchall that does not explain anything meaningful. Consumers and business professionals alike have grown skeptical of brands that rely on buzzwords instead of concrete explanations. Instead of using “synergy,” companies should describe the actual benefits of their collaborations or integrations.
9. Revolutionary – Many brands use “revolutionary” to describe their products, but true revolutions in any industry are rare. Calling something revolutionary when it is merely an improvement on an existing model can make a company seem out of touch or overly self-congratulatory. Consumers today are more critical of exaggerated claims, and if a product does not live up to the hype, it can lead to disappointment and distrust. A more effective strategy is to let customers decide what is revolutionary by focusing on tangible benefits and real-world impact.
10. Customer-Centric – While putting customers first should be a given for any business, stating that a company is “customer-centric” without demonstrating it doesn’t mean much. Today’s consumers expect brands to prioritize their needs, but simply saying it does not build trust. Instead of using this overused phrase, companies should show how they listen to and engage with their customers, whether through responsive customer service, personalized experiences, or ethical business decisions. Actions speak louder than words.
How Overusing These Terms Can Backfire
Over-reliance on marketing buzzwords can create several problems for brands. First, it can lead to a loss of credibility. When consumers repeatedly hear the same exaggerated claims from multiple companies, they begin to tune them out. If a brand fails to deliver on its promises, trust erodes, making it harder to build long-term customer relationships.
Another issue is generic messaging. Instead of standing out, brands that rely on overused terms blend into the background, making it difficult for them to differentiate themselves from competitors. Vague buzzwords also contribute to consumer skepticism. Modern audiences are more informed than ever, and they expect brands to provide proof rather than empty claims. If a company repeatedly uses terms like “game-changer” or “revolutionary” without offering real evidence, customers may become cynical and disengaged.
In B2B marketing, the overuse of jargon can also turn off decision-makers and industry professionals. Executives prefer clear, straightforward explanations of how a product or service delivers value. If a brand’s messaging is filled with vague buzzwords, it can come across as lacking real substance, making it harder to gain the trust of potential clients and investors.
What Should Marketers Do Instead?
To create more effective messaging, brands should focus on specificity and clarity. Instead of using generic buzzwords, they should highlight the actual features, benefits, and real-world impact of their offerings. Authenticity should be demonstrated, not declared, through transparent business practices, customer testimonials, and real engagement. Storytelling and concrete examples are far more compelling than overused marketing speak.
Ultimately, the best way to stand out is to be honest, direct, and informative. By avoiding overused terms and focusing on clear, meaningful messaging, brands can build stronger connections with their audience and earn lasting trust.
February 12, 2025
Eyes4Research
The construction industry has long been recognized for its high levels of job satisfaction among general contractors and skilled tradespeople. Recent data underscores this trend, highlighting the industry’s appeal as one of the most fulfilling career paths. A 2024 survey by Angi revealed that nearly 90% of skilled tradespeople, including general contractors, reported being either very or somewhat satisfied with their careers, an increase from 83% in 2021.
This high level of satisfaction is especially notable given that, across all industries, the percentage of U.S. workers who report being satisfied in their jobs has sadly consistently hovered around 50%. The construction sector stands out as an anomaly, demonstrating how factors beyond just salary can drive workforce happiness.
Factors Contributing to Job Satisfaction
Several key elements contribute to the high levels of job satisfaction among general contractors. Competitive compensation is a significant factor, as general contractors earn, on average, 53% more than their non-skilled trade counterparts. The median annual salary for a general contractor in the U.S. is around $97,180, with experienced contractors earning well into six figures, especially those who own their own businesses. In contrast, many office-based jobs with similar education requirements do not offer the same earning potential without climbing the corporate ladder for years. This financial security allows general contractors to enjoy greater personal stability, homeownership, and career flexibility, which all contribute to overall job happiness.
Job security is another major factor influencing satisfaction. The persistent labor shortage in the construction sector has led to high demand for skilled workers, ensuring steady employment opportunities. The U.S. Bureau of Labor Statistics (BLS) projects that employment in the construction sector will grow by 4% from 2023 to 2033, adding hundreds of thousands of new jobs. More young people are entering the trades, but with an aging workforce, the demand for general contractors is expected to remain high for the foreseeable future, reducing concerns about layoffs or job instability that are common in other industries.
Additionally, the construction industry offers clear pathways for career advancement. Unlike many corporate roles that require extensive higher education and years of experience before meaningful promotions, the construction sector provides a structured system of apprenticeships, mentorships, and on-the-job training. Many contractors start as apprentices, working under experienced professionals, and progress to supervisory roles or even owning their contracting businesses within a relatively short time frame. This accessibility to upward mobility is a significant reason why many in the industry report high levels of job satisfaction.
Technological Advancements Enhancing Engagement
Technology has significantly modernized the construction industry and made work more engaging for general contractors. The integration of advanced tools such as Building Information Modeling (BIM), drones, artificial intelligence (AI), and robotics has improved project efficiency and accuracy, reduced physical strain, and increased job satisfaction. According to a 2024 McKinsey report, construction companies that adopt digital solutions experience 20-30% increases in productivity, allowing workers to complete projects faster and with higher precision.
BIM software, for example, allows contractors to create detailed 3D models of projects before construction begins, improving collaboration and reducing costly mistakes. Drones are increasingly used to conduct site surveys, monitor progress, and ensure safety compliance, eliminating some of the more hazardous aspects of the job. AI-powered scheduling and logistics tools streamline operations, making project management more efficient. The use of exoskeleton suits and robotic assistants has also reduced the physical toll of construction work, making the job less physically demanding and more appealing to a new generation of workers.
Industry Growth and the Economic Impact of the Construction Industry
Beyond individual job satisfaction, the construction industry as a whole continues to demonstrate strong growth and economic significance. In 2024, U.S. construction spending surpassed $2 trillion, with residential, commercial, and infrastructure projects driving steady demand. The sector also saw a 10% increase in nominal value added and a 12% rise in gross output, underscoring its resilience even amid economic fluctuations.
The federal government’s commitment to infrastructure investment has also fueled industry expansion. The Bipartisan Infrastructure Law, which allocated $1.2 trillion for roads, bridges, public transit, and other projects, has created thousands of new jobs in the sector. The demand for energy-efficient and sustainable buildings is also rising, with many states offering incentives for green construction. In response, more general contractors are becoming certified in sustainable building practices, further increasing their job security and marketability.
Understanding these industry dynamics is crucial for brands aiming to engage with general contractors. The combination of high job satisfaction, steady economic growth, and technological advancement suggests that this workforce is motivated and open to innovation. Brands that recognize and align with these trends can position themselves as valuable partners in the construction industry.
Custom online panels, such as the ones designed and managed by Eyes4Research, offer a promising solution to the challenges of conducting research with general contractors. By designing a dedicated and tailored panel of general contractors, researchers can engage with this hard-to-nail-down group more effectively.
One of the most effective ways for brands to connect with general contractors is by emphasizing technological innovations that improve efficiency, safety, and profitability. Contractors are increasingly adopting digital tools and automation, making products and services that streamline operations highly attractive. Brands that offer solutions integrating seamlessly with construction workflows—such as smart tools, wearables, and cloud-based project management software—are likely to resonate with this audience, which can be hard to pin down for research, due to their busy schedules.
Sustainability is another growing priority in the industry. With 62% of construction firms reporting increased demand for sustainable building materials and energy-efficient designs, brands offering eco-friendly products have a significant opportunity. Companies that market environmentally responsible materials, solar solutions, or waste-reduction strategies can appeal to contractors looking to meet client demands and comply with new regulations.
Finally, brands can strengthen their relationships with general contractors by supporting professional development and workforce training initiatives. Offering scholarships, apprenticeships, or continuing education programs can build goodwill and long-term brand loyalty. Many contractors take pride in mentoring the next generation of skilled tradespeople, so companies that contribute to workforce development are likely to earn their trust and business.
The construction industry offers a compelling case study in job satisfaction, economic resilience, and technological transformation. General contractors enjoy high levels of job security, competitive pay, and opportunities for career advancement, making it one of the most rewarding professions. With continued investments in infrastructure, sustainability, and innovation, the industry is on track for further growth.
For brands looking to connect with general contractors, aligning with their priorities—efficiency, sustainability, and professional development—can be a strategic advantage. By understanding the unique factors that drive job satisfaction in this field, companies can tailor their marketing strategies, products, and services to effectively engage this dynamic and growing workforce.
Money may not buy happiness, but in the construction industry, stability, career growth, and innovation certainly do. As brands look for opportunities to build meaningful connections, they would do well to recognize the factors that make general contractors some of the happiest professionals in the workforce today.
Read more about the construction industry and market research on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from general contractors. 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.