Find out the why behind the buy here:
This might shock you but, what consumers say and what they actually do, are two completely different things.
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.
We uncover
What consumers say and what consumers do is different
15% of respondents stated brand was important to them when shopping for frozen pizza… however it was observed as being important to 41% of respondents
The job a product does deeply impacts how consumers shop for it
Frozen pizza is seen as a “resuce” item that consumers like to keep stocked. Due to this, the average consumer buys three frozen pizzas at a time.
Impulse purchasing happens in-store more frequently than online
Consumers browse the in-store frozen pizza aisle “just in-case,” but online they’re faced with choice freeze and default to the first frozen pizza that appears familiar
Brands, packaging, and price are a triple threat
If brands can build strong brand trust, have appealing packaging, and are priced right they can easily become a household staple.
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