Traditional surveys depend on consumer memory for behavioral insights, but in today’s complex, omnichannel world, it is getting increasingly more difficult to keep track. As shoppers engage with countless brands and retailers, they often do not accurately recall what, how often, and how much they buy. Despite this, many research approaches still rely on self-reported data.

Watch as Megan Parker, Associate Director of Verified Voices at Numerator, shares findings from a study quantifying the “Say-Do Gap”—the disconnect between what consumers claim and how they actually behave. The session reveals why relying on self-reported data can be misleading, and how verified buyer feedback fuels more accurate, impactful decision-making.

You’ll learn:

• Just how widespread inaccurate recall of brands and categories purchased is among shoppers
• How dependence on consumer recall can skew key metrics and strategies
• The risks inaccurate recall poses for research, segmentation, and forecasting