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The hidden drivers of consumer behavior and market success

The Say-Do Gap: Why People Lie to Researchers

A major wellness brand recently discovered that 89% of their target consumers claimed 'clean ingredients' as their primary purchase driver in focus groups. Yet sales data revealed that convenience and taste were actually driving purchase decisions.

September 25, 2025

Post-Purchase Behaviour: The Overlooked Phase of Consumer Journeys

A premium skincare brand recently discovered that customers giving 9/10 satisfaction scores immediately after purchase were quietly canceling subscriptions three months later.

September 18, 2025

AI Bias in Qualitative Research: Detection, Prevention and Mitigation

Gartner research indicates that 67% of AI-assisted marketing analysis tools contain systematic bias that affects strategic decisions, while McKinsey estimates that unaddressed AI bias costs Global 2000 companies an average of $847 million annually.

September 11, 2025

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