Michelle Pichman

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.