The make or break factor - the gap between what consumers say and do [engl.]
Consumer opinion regarding your product, your brand... is a must. But you also need accurate predictions of what they will do, how they will behave, what they will decide. Therefore, you need to measure what goes beyond their opinions. To take control of this "make or break" factor, your consumer research should combine explicit and implicit methods. This is what we want to share through a case study showing the risk of the gap between what "I say" & what "I do" for two major brands wanting to increase their marketing ROI & sales. And all of this in an actionable, easy to understand and cost-efficient package.