Senior Director of Innovation & Enablement, Verified Voices
Numerator
As a market research enthusiast with 15+ years of experience - Michelle is passionate about transforming research into insight-rich strategies. She enjoys collaborating with clients to design behavioral integrated research that aligns with their real business goals. At Numerator, Michelle connects what people say with what they do—merging sentiment and behavior for sharper, smarter insights. Because let’s be honest: your insights are only as good as your data!
Sessions
Apr 30
2:05 PM - 2:25 PM EDT
Green Stage
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.
