But "baby" (in this example) is the most common word I use. That is data too. Perhaps there is a part of the country were "baby" is more commonly used than anywhere else. Perhaps there is a part of the country where only "baby" is used. Maybe there is somewhere were its scarcely used.

Admitedtly I don't have their data set but I do see it as valid data/an answer. For example, they may have found that in one part of the country (because you can submit your location at the end) everyone uses "baby" and "sprog" and no others and that combination is unique to that area.