How To Avoid Jargon Creeping into Your Research Project

This is the second blog in our mini-series on language in market research, exploring how the words we choose shape the quality, clarity, and impact of research.

Following my previous blog on jargon, I wanted to share some top tips to avoid jargon creeping into your research projects. In my experience, projects where we are testing something new – such as a product or service – are the ones most likely to fall victim to jargon. Typically, we describe the new product or service to a customer and gather their feedback. What do they like? What do they dislike? And ultimately, are they going to purchase?

Waiting to receive the description of the concept (jargon in itself, but useful shorthand for the purposes of this blog) is a tense time for any researcher. We are usually crossing our fingers that we can create something clear and concise for respondents to review.

Before considering the description itself, it’s worth taking a moment to think about the different ways we can test concepts in research. Our options typically include:

1. Reading a description out loud – While the administered nature of a phone interview can help ensure understanding, this approach can be tricky and time-consuming. For example, a long description can be hard for respondents to remember.

2. Asking respondents to review a written description – This can be shown on-screen and is therefore suitable for both phone and online interviews. It’s often easier for respondents to digest and reflect on what is being conveyed, and is typically our preferred method.

3. Showing a video or animation describing a concept – These can work well and are usually more engaging. However, respondents can sometimes fall into the trap of commenting on the execution of the video – such as the colors or the content – rather than the concept itself.

Regardless of the format, the content of the description is critical. This is your chance to clearly articulate the concept and gather useful, relevant feedback. In our experience, you should:

• Remember the description is for research, not a sales pitch. What information does someone need to form an opinion?

• Keep it succinct and to the point. We cannot reasonably expect a respondent to read pages of text as part of an interview.

• Keep the text simple, using short sentences. Avoid words such as “seamless”, “best‑in‑class”, and “industry-leading”.

• Think about how the concept may work in practice by using a scenario rather than a long list of benefits. This helps bring the product or service to life.

• Avoid using internal language or project names. “Concept 1, 2, 3” is fine – customers don’t need to know that you’ve called one project Falcon!

Once you’re happy with the description, there are a couple of things you can do to test how it will land in an interview. A simple check is to ask someone outside the project team to read the concept. If it is going to be read out during an interview, can they get through it without stumbling? Do they ask for clarification?

In the interview itself, you can also use simple tactics to check understanding. If respondents don’t understand the concept, you run the risk of the research failing. Provide an opportunity for them to ask questions, or ask them to describe or paraphrase the concept in their own words.

More broadly, regardless of the research objective, a good test when writing questionnaires and research materials is to ask yourself whether you would use the same language when speaking to your friends. In B2B research there can be a need for a more professional tone, but remember: we are interviewing humans.

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