Maximum Impact Words: Research in Action
February 1, 2025
I’ve spent countless hours in focus groups and analyzing polling data, and one thing stands out every time: language matters.
If we’re discussing economic issues, we need to connect them to everyday realities—like paying rent and putting food on the table—rather than relying on abstract buzzwords.
My research consistently shows that people respond to hearing about bigger paycheques, more jobs, and straightforward buying and selling with other countries. These are tangible ideas tied to everyday life, and they carry more weight than familiar yet impersonal terms like “growth” and “trade.” Our job is to reflect their needs—plain and simple.
That’s why I recommend replacing “profitability” with “affordability.” It instantly shifts the focus from a corporation’s bottom line to the cost pressures families face every day.
Similarly, “competitiveness” may be a well-worn term in policy circles, but folks are more responsive when we talk about the “cost of making things.”
This suggests we’re paying attention to the factors that drive up prices on basic goods.
And when we say “me”, “industry”, or “economy”, we risk sounding self-centred, especially if we’re speaking on behalf of broader interests.
People want to know you’re working for Canadian workers and consumers, not just your own bottom line or political gain.
In this crazy moment of disruption and change, clarity is everything.
Your job as communicators and leaders – whether in politics, business, or advocacy—is to connect abstract concepts to the real-world implications people feel in their bank accounts.
Timely and high-quality research helps reveal what resonates and identifies the unmet need of your audience: we need to talk about bigger paycheques, lower costs, and a fair shot at a decent life. This isn’t about dumbing things down; it’s about meeting people where they are.
By framing economic policy in language that centres on everyday concerns, we make it more accessible and demonstrate that we understand what truly matters to the public.
And here’s where our product offering at Abacus Data—Maximum Impact Words—comes into play.
It’s a toolkit designed to identify the precise language that resonates with everyday Canadian and specific segments and audiences.
By analyzing how people respond to various terms and phrases, we ensure every message you craft is driven by data, rooted in real-world anxieties, and primed for genuine impact. This approach transforms buzzwords and what you think works, into powerful actual connectors.
Stay tuned for some fascinating research I did that digs into this.
In the meantime, when you have a high-stakes moment, or the coming launch of a major new strategy, remember: if your story doesn’t speak to everyday worries, it might not stick. Effective communication is grounded in words that reflect tangible outcomes for families, communities, and workers.
We’re not just talking semantics here; we’re talking about trust. When people hear bigger paycheques instead of growth, or the cost of making things instead of competitiveness, they see their own struggles and aspirations reflected back.
That’s how you build credibility and influence. Language choices can galvanize support—or leave people cold. It’s our responsibility to pick the right words and remind our audiences that we’re in their corner.
Finally, never forget that good decisions and effective communication require a solid foundation of research and analysis. By continually testing messages and gathering real-world feedback, we ensure our words remain grounded in what people truly care about—and that’s how we make a real difference.
My team at Abacus Data is here to help.
ABOUT ABACUS DATA
We are Canada’s most sought-after, influential, and impactful polling and market research firm. We are hired by many of North America’s most respected and influential brands and organizations.
We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.
And we are growing throughout all parts of Canada and the United States and have capacity for new clients who want high quality research insights with enlightened hospitality.
Our record speaks for itself: we were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in the 2019, 2015, and 2011 federal elections.
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