The Say-Do gap in research: Where we do research (Think of your favourite album)

There is an uncomfortable truth about market research, people don’t do what they say they do.

Behavioural science tells us we are poor witnesses to our own behaviour. This means asking people direct questions, getting them to mentally reconstruct a consumer purchase or shopping decision, will not accurately reflect their behaviour.

The problem is where we do research.  In this Vlog we explore where respondent’s brains are when we ask them to do research. Does the research task ask respondents to exist in the past, present or future.

Discover why placing respondents in the right context – using mobile AR and VR technology – allows to overcome the say do gap and predict how people behave better.

Check out our case studies and let us know if you’d like to know more.