‘Old fartism’

I recognise that I may be teetering on the brink of ‘old fartism’.  Before finally accepting having taken an irreversible plunge towards old age proper, I thought I’d have another rant about use of language, a topic fast becoming a bugbear, in order to check my bearings with possible passers by. 

As a qualitative research person, I see an awful lot of project briefing documents (and thanks be for that).  However, it is now rare that I read one that doesn’t require re-writing in order to make it intelligible.  It is as if research buyers are cutting and pasting phrases they think sound good, stitching them together in a haphazard order and just punting out a brief to see what happens. 

I don’t expect most people to be elegant or poetic in business communications (although it is a pleasure when they are), but I do expect coherence.  I was always taught that to rewrite a brief in one’s own style would be appreciated by a client because it indicated that one had read the thing and was making an effort to demonstrate the fact. 

The sad fact is that, in many cases, I have to rewrite the brief in order to be sure of understanding what is being said.  However, when I do this, I feel a nagging suspicion that the original author will perceive me as trying to make them feel stupid when I am really just trying to clarify the issues.

Sometimes I wish I could just not give a shit, but this would mean giving up on quality and that, for me, would make what I do meaningless.  Am I an old fart?

Explore posts in the same categories: Market research, marketing

One Comment on “‘Old fartism’”

  1. Yusef Mamoojee Says:

    Yes, you are an old fart and always have been, but for that matter so am I.

    In a previous career (thank goodness that the credit crunch ended it swiftly) I was perpetually perplexed or stupefied by the use of superflous and meaningless words assembled to create impressive looking phases that lacked neither substance nor depth.

    Older Fart.


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