---
title: DISQO | Mind the Say-Do Gap
description: Discover the Say-Do Gap in consumer shopping behavior and its impact on marketing. Learn how to optimize surveys and gain reliable consumer insights.
---

[![DISQO Logo White](https://go.disqo.com/hubfs/DISQO%20RGB%20Logo%20White.svg) ](https://www.disqo.com)

## REPORT

# Mind the Gap

### Measuring the Say-Do Gap between self-reported and actual consumer shopping behavior

Download our report to learn more!

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![Icon_Indigo_Behavioral Targeting](https://go.disqo.com/hs-fs/hubfs/0_DISQO%20Icons%20(New%202023)/Indigo%20Icons/Icon_Indigo_Behavioral%20Targeting.png?width=500&height=500&name=Icon_Indigo_Behavioral%20Targeting.png)

#### Discover

 Discover the implications of the Say-Do Gap on marketing.

![Icon_Indigo_Market Fit](https://go.disqo.com/hs-fs/hubfs/0_DISQO%20Icons%20(New%202023)/Indigo%20Icons/Icon_Indigo_Market%20Fit.png?width=500&height=500&name=Icon_Indigo_Market%20Fit.png)

#### Learn

 Learn how to optimize surveys and get reliable consumer insights.

![Icon_Indigo_Think](https://go.disqo.com/hs-fs/hubfs/0_DISQO%20Icons%20(New%202023)/Indigo%20Icons/Icon_Indigo_Think.png?width=500&height=500&name=Icon_Indigo_Think.png)

#### Understand

 Understand complex consumer behavior and recollection.

![](https://go.disqo.com/hubfs/raw_assets/public/DISQO_Apr_2023/assets/images/none.png)

![DISQO_Pardot_LPBG_Desktop_800x600_DC](https://go.disqo.com/hs-fs/hubfs/2020-2022%20DISQO_LP_Assets/DISQO_Pardot_LPBG_Desktop_800x600_DC.png?width=800&height=599&name=DISQO_Pardot_LPBG_Desktop_800x600_DC.png)

 

## Automobiles, travel, and groceries

The typical purchase cost and purchase frequency varies across these categories which we expected would impact the fidelity of consumer recall. Does the Say-Do Gap vary by category?

## Imperfect recollection

In all three categories, less than half of all Active Shoppers were "highly confident" about their recollection, but still answered. What does this say about the widening of the Say-Do Gap?

[ Download ](https://go.disqo.com/report-saydogap-website#form)

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