Eyes4Research Blog

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 Slang and trends evolve quickly, and using outdated or forced terminology can alienate audiences.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.