Invesco Consulting began New Word Order research by teaming with political consultants and word specialists Maslansky, Luntz + Partners. We used a unique "dial session" research technology to measure investors' emotional response to words, jargon and phrases common in DC plans. During these sessions, investors registered their responses to what they heard by turning a remote control dial up for positive and down for negative. We used the responses to determine "words to use" and "words to lose." We then validated our findings by surveying investors nationally. And here's what we found — it's not what you say, it's what people hear.