When we were working with the Massachusetts State Treasurer’s Office on their Equal Pay website, we found ourselves stuck on a seemingly small but surprisingly tricky decision: should we use the phrase “Gender Pay Gap” or “Gender Wage Gap” throughout the website’s content? Both terms are used in discussions about pay equity, but which one would resonate most with the people actually visiting the site? Rather than get lost in a sea of internet opinions or industry jargon, we decided to take a more direct approach—we hit the streets of Boston with an iPad.

We asked ten people a simple question: “Which term makes more sense to you?” After just five responses, the answer was already clear. “Gender Wage Gap” was the phrase that felt more natural, more familiar, and more immediately understood. The next five responses only confirmed it. It was a quick, informal survey, but it gave us exactly the clarity we needed to move forward with confidence.

This experience was a great reminder that research doesn’t always have to be expensive, time-consuming, or overly complex. Sure, in-depth studies and analytics have their place, but sometimes the best insights come from just asking real people, directly and simply. Whether you’re designing a website, naming a feature, or deciding on messaging, a handful of thoughtful conversations can get you further than you might expect.

At MRW Connected, we love this kind of practical, people-first problem-solving. It’s not about what sounds good in a meeting—it’s about what makes sense to the people who matter most: the users. And sometimes, the best way to find out? Just ask.