Insight

The say-do gap is the real enemy.

Customers are often sincere when they describe what they would do. They are also often wrong. The distance between stated intent and revealed behaviour is where research risk lives.

A stronger research design starts with decisions that already happened: purchases, switches, renewals, cancellations, trade-offs, and moments of regret.

AI can then extend patterns from those real events, but the anchor remains behavioural. That is what keeps the output useful for commercial decisions.