What are some of the buzz words that turn you off when it comes to market research? What are some that you look for in the messaging to get you interested in learning more?

In market research, buzzwords can definitely signal either genuine insight or fluff, depending on how they’re used. Here are some buzzwords that can be red flags and some that are more likely to pique my interest.

Buzzwords That Can Be Turn-Offs

1. "Disruption" - Often overused without clear backing. True disruption is hard to accomplish and should be demonstrated with specific examples.

2. "Synergy" - Used so much it often signals vague collaboration rather than concrete results or outcomes.

3. "Thought Leadership" - This can be meaningful, but it’s often just a label used to bolster authority without actually delivering unique insights.

4. "Best-in-Class" - Often feels like marketing-speak without measurable evidence. I’d rather see a comparison or benchmark data than just claims.

5. "Game-Changer" - Like "disruption," this is often used for impact but without tangible backing. Real game-changers can point to data showing a marked shift in performance, engagement, or user adoption.

6. "Low-Hanging Fruit" - Sometimes sounds dismissive of the work needed or the challenges involved; I’d rather hear specifics on what’s feasible with current resources.

7. "Leverage" (without context) - If the term isn’t accompanied by specifics (e.g., "leveraging X to achieve Y"), it’s often a filler term.

Buzzwords or Phrases That Are Encouraging

1. "Data-Driven Insights" - This suggests that findings and recommendations come from measurable data rather than assumptions.

2. "Customer-Centric" - If backed by specifics, this term suggests a focus on understanding and meeting customer needs, which can make strategies more effective.

3. "Actionable" - If research results are described as "actionable," it’s promising that they might lead to practical steps and measurable results.

4. "Evidence-Based" - Suggests a commitment to grounding insights in empirical research rather than opinions.

5. "Value Proposition" - When explained well, this shows that the research has thought through why a product or strategy would resonate with customers.

6. "Segmentation" or "Personas" - Indicates that the research goes deeper than generic findings and considers different groups’ needs and behaviors.

7. "Customer Journey" - Implies a thorough understanding of the experience from the customer’s perspective, often with a focus on identifying friction points and optimizing engagement.

8. "Competitive Landscape" - This shows a holistic view of the market and acknowledges other players and trends rather than operating in isolation.

In general, buzzwords are okay if they're clearly backed by specific, real-world insights. When they’re used without supporting details, they tend to feel more like filler.