Our everyday life is filled with thousands of decisions. Whether it’s choosing what to buy at the grocery store for dinner or deciding what you want to wear for the day. Consumer brands have traditionally centered what the customer says they want when picking which product to launch, but we think it’s more important to center what the consumer does.

That’s why we created our latest report: Decision-Centricity: Understanding the Consumer Say-Do Gap. To really dig deep into understanding the “why behind the buy”, we ran a study with our qualitative and quantitative research teams, to clearly outline and dive into consumers purchasing and buying behavior.

Leading with a real-world product (frozen pizza), we asked our teams to see if they could prove that what people say and what they do are different (hint: we were on to something). Using our proprietary SaaS platform, Upsiide, qualitative interviews, and traditional research methodologies like conjoint, we found that attitudes don’t predict buying behavior, and that consumers reported motivations for purchasing don’t align with the shopping data.