Mind the Gap

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

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


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?