hard
adjective
uk/hɑːd/ us [ before noun ]
used to describe information that can be proved:
hard facts/figures/numbers There are no hard numbers on viewership levels.
The report documented hard evidence of problems at the refinery, including long overdue or bypassed inspections.
[ usually before noun ] FINANCE, INSURANCE
used to describe a market in which prices are high:
The best time to market for new business that will carry you through a soft market is when the market is hard.
Many experts expect the hard market to last for at least 18 months, allowing the company to boost margins by more than 10 per cent.
Compare
soft
hard to swallow
difficult to believe or accept:
With European governments having so much invested in the company, outsourcing and downsizing have been hard to swallow.
See also
drive a hard bargain