StreetFight: The “Say-Do Gap,” Why Marketers Can’t Simply Ask Consumers for Data

Former StreetFight reporter Joe Zappa reported that "asking consumers to relay their information in a survey is not as bullet-proof a privacy-adjusted marketing strategy as it might sound. That’s because of what consumer insights platform DISQO calls the “say-do gap”: What people say they do and what they actually do often does not line up. This forces brands to collect data on behaviors with consent — which is what DISQO aspires to enable."

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