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Discover
Discover the implications of the Say-Do Gap on marketing.
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Learn
Learn how to optimize surveys and get reliable consumer insights.
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Understand
Understand complex consumer behavior and recollection.
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?