How to use the instant marketing research jargon generator

By Gerard Ennis | June 1, 1991

Reading time: 2 minutes

Abstract

In this short, humorous article, the author offers a solution for marketing researchers trying to find a creative way to describe their work – the “Instant Market Research Jargon Generator.”

Research Topics:: Marketing Research-General | The Business of Research
Content Type: Research Methodology

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Editor's note: Gerard Ennis is a project manager in the marketing research department of ICI Pharmaceuticals, Wilmington, DE.

It is occasionally useful to put names on the work we do in order to describe the marketing research tools we use. For some clients, this helps differentiate one study from another, or understand what methodology lies behind the conclusions we draw. Perhaps a certain comfort comes from seeing that the conclusions and recommendations have emerged from something other than rough estimates, dart-board picks and casual conversations with friends.

The tools we have at our disposal as marketing researchers are increasing both in number and complexity. Coming up with names to describe the work becomes more of a challenge. After all, how exciting or impressive is something labeled "report" or "description"?

As our work becomes more sophisticated and more professional so also must the names we use to describe the research. Fortunately, the marketing research profession is developing its own jargon. Indeed, recent advances in marketing research have created new jargon that is nearly as incomprehensible as it is sophisticated. The availability of some of these newer terms has opened up a whole new world of descriptive names for marketing research work.

Instant Marketing Research
Jargon Generator Table

	1	2	3
0.	quantitative	positioning	review
1.	qualitative	behavior	analysis
2.	definitive	promotional	evaluation
3.	multivariate	consumer	projection
4.	syndicated	product	measurement
5.	proprietary	cluster	research
6.	national	regression	data
7.	integrated	perceptual	methodology
8.	discriminant	concept	mapping
9.	preliminary	segmentation	scaling

	univariate	psychographic	testing
	conjoint	demograhic	audit
	primary	market	study
	secondary	factor	project

However, as the saying goes, "there's always room for more," especially when we want the clients to be particularly impressed by the research (whether it deserves it or not).

In that light, we present to you the "Instant Marketing Research Jargon Generator." With this handy tool, you can generate an almost endless variety of impressive, intelligent sounding technical names to describe your research.

The tool is simple to use. Just make up any three-digit number, from 000 to 999. Then look at the words in the columns in the generator table to create your own technical jargon. For instance, the number 764 creates the term "integrated regression measurement." And the number "O93" turns out to be the "quantitative segmentation projection." If you don't like the results you get with any given number, there are a few spare words on the bottom of each column which you can use for variety and further enhancement.

In any event, you now have the "instant Marketing Research Jargon Generator"-a tool bound to bring instant respect for your work.