Do you know what you did last summer? Unlocking the power of behavioral data to bridge the say-do gap.

Bilendi

Most commercial research still relies on what people say they think, want or intend to do; yet researchers have long suspected a persistent gap between declared and actual behavior. Bilendi will present first results from a new pilot that continuously compares self-reported habits, recall and purchase intent against passively observed e-commerce and media behavior within the same respondents over a 3-month period quantifying, in more depth than before, how large the say-do gap really is and whether it can be closed. For decades, market research has relied on people accurately reporting what they do, remember doing, or intend to do. In a 2015 Esomar study, Bilendi (then Netquest) showed that self-reported online behavior can diverge substantially from what a passive meter observes, with the size of the gap depending on how long ago the behavior occurred, how often it happens, how socially sensitive it is, and which device is used. Ten years on, e-commerce has grown more complex and self-report arguably less reliable, while the tools to observe behavior directly have matured. In this session, Bilendi presents an in-progress pilot that goes further: a single cohort of panelists is followed for three months with a passive meter (Wakoopa) running continuously alongside Bilendi Discuss, a behavioral research community. We will share our design, first results, and what they mean for how the industry should combine declared and observed data. Regarding the exhibitor platform, can you let me know if there is anything to do from our side right now?