Don't Fall for This Consumer Trap: The Say-Do Gap

“But It Tested Well!” - Anonymous Former Marketing VP

So much of market research boils down to a simple goal: talk to consumers, ask what they want, and pass those insights to the marketing team to drive brand, advertising, and innovation. However, one of the biggest challenges we face is the “say-do gap” – when consumers report one thing in research but do another in the real world. 

This discrepancy is not intentional, but a reflection of behavioral psychology – there are several unconscious biases that are easily missed in consumer research. Without addressing these, studies can deliver insights that sound good but don’t reflect reality.

The entire business’ success rides on these consumer insights being accurate – if we aren’t aligned with what our customers truly want, we have zero chance of survival. To overcome this, make sure your market researchers are using the right techniques to get data that reflects reality and gives your marketing team a fighting chance. 

Here are four methods to uncover deeper, more accurate consumer insights.

1. Behavioral Observation

When filling out a survey or participating in a focus group, people do their best to be honest about their behaviors. But as many people who have tried to keep a food journal know all too well, sometimes we aren’t as aware of or honest about our choices as we might think. Instead of asking, create opportunities to observe real-time decision making to eliminate bias and get more accurate data.

Do this through:

• In-store tracking & shop-alongs 

• Digital diaries and longitudinal studies to track behavior over time

• Ethnographic research that places the researcher in the context of the consumer

2. Mitigate Focus Group Biases

Focus groups can provide valuable qualitative insights, but they also introduce potential biases such as groupthink, where participants subconsciously agree to others’ opinions, and confirmation bias, where facilitators unintentionally steer responses toward expected answers. 

To reduce these effects:

• Use skilled moderators with an understanding of behavioral psychology.

• Encourage detraction and dissension among participants.

• Use anonymous tools to collect private opinions before group discussion.

• Supplement focus groups with individual contributions to validate findings.
  

3. Allow for Neutrality & Indifference

Consumers often feel pressured to solicit a strong opinion, even when they don’t have one. This can lead to forced or inaccurate responses. While hearing “I don’t care” and “no preference” can be frustrating, it's useful – now we know where more work is needed. 

Don’t confuse: 

• Genuine enthusiasm and passive acceptance.

• Forced binary choices and definitive preferences. 

• Low-energy or apathetic participants with lack of interest in content.

4. Conjoint Analysis & Trade-Off Experiments

For those entrenched in design and content, the differences between options may seem obvious. But for research participants, choosing between two products or advertisements might be a challenge due to a number of conflicting variables like design, function, and price. Conjoint analysis creates a clear “either/or” scenario that isolates these variables and zeroes in on the best overall option.  

Use conjoint analysis to:

• Separate preferred aesthetic and functional design attributes

• Learn which functions consumers are willing to pay for 

• Fine-tune or wordsmith specific elements of advertising 

The Zero Point Mindset

Breaking Free from Bias to Drive Innovation

In today’s fast-paced economy, companies that fail to innovate don’t survive. But if innovation simply required resources and talent, wouldn’t Fortune 100 companies be the ultimate masters of it? Why, then, do startups so often disrupt deeply entrenched industries?

At its core, innovation demands a willingness to break free from entrenched ideas, habits, and assumptions. “Move fast and break things” sounds great in theory, but most companies struggle because they approach strategy with biases that cloud decision-making. They seek data that confirms what they already believe instead of letting insights lead them somewhere new.

This is where the Zero Point Mindset comes in; a deliberate approach to innovation that strips away biases and resets the way businesses think. It’s about creating a clean slate, allowing organizations to get out of their own way and develop solutions that are not just incremental improvements, but true breakthroughs.

The Zero Point Framework

1. Deconstruct Assumptions
   Before you can build something new, you need to identify and challenge what’s holding you back. What internal orthodoxies drive decision-making in your company? Are there universal beliefs or “sacred cows” in your industry that can be challenged? At Zero Point, we start by questioning these assumptions, separating fact from opinion, and identifying blind spots that could be limiting growth.

2. Listen to the Market, Not Just Your Gut
   The best ideas don’t come from brainstorming in a vacuum; they come from listening to real customer needs. This means conducting empathetic market research that engages with customers on an emotional level. It also means studying behaviors rather than relying on purely on what people say they want. Innovation should be driven by data and insights, not legacy thinking.

3. Redefine the Problem
   Many companies solve the wrong problem — or address symptoms rather than root causes. The Zero Point Mindset forces businesses to reframe challenges, uncovering hidden opportunities. Instead of asking, “How can we improve our existing product?” ask, “What problem are we really solving for our customers?” This shift in perspective often unlocks entirely new solutions.

4. Test, Learn, and Iterate
   Once you have a fresh perspective, the next step is experimentation. The Zero Point approach embraces rapid prototyping, testing, and iteration. Small, real-world experiments validate ideas before large investments are made, ensuring that new solutions are not just innovative but also practical and scalable.

5. Commit to Continuous Reinvention
   Zero Point isn’t a one-time exercise; it’s a mindset that must be embedded into company culture. Businesses that continually challenge their own thinking, seek out new insights, and adapt to change are the ones that stay ahead. The competitive landscape shifts daily. The only way to lead is to embrace reinvention.

By adopting the Zero Point Mindset, businesses free themselves from outdated thinking and unlock the power to create, innovate, and lead. The future belongs to those willing to start from zero.