David Aronson

Vice President, Verified Voices

Numerator

As Numerator's Vice President of Verified Voices, Dave's primary focus is driving adoption of Numerator's self-serve survey platform. Powered by verified buying behavior, Numerator ensures brands hear directly from real, purchase-confirmed consumers. Dave began his career 25 years ago as a Research Analyst, building a strong foundation in market research through complex methodologies at BBDO and Mediacom. He later translated those technical skills into leadership roles across Customer Success and Sales at Suzy, The NPD Group, L2 Inc., and 1010data—bringing a unique blend of analytical expertise and client-focused strategy to every role.

Sessions

Apr 30

2:05 PM - 2:25 PM EDT

Green Stage

Danielle Gates

Behavioral Science

Consumer Behavior

Say vs. Do: Closing the Gap with Verified Buyers

Recent Research-on-Research analysis shows nearly 70% of consumers misreport purchase frequency, spend per trip, units per trip, and more—raising questions about the reliability of recall-based surveys. Join Numerator’s Michelle Pichman and David Aronson as they review findings from the Consumer Say-Do Gap study and examine how verified purchase data compares to recall-based approaches. Key Takeaways: 1. Understand the limitations of recall-based data and its impact on category insights. 2. Review research evidence showing how often consumers misreport purchase behavior. 3. Compare recall-based and verified buyer data and how each affects decisions.

Also speaking

Michelle Pichman

Senior Director of Innovation & Enablement, Verified Voices, Numerator

Speaker