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Memories over materialism: the say-do gap millennials actually mean
Each month, we choose a potential say-do gap to put to the test. Consumers may think they know themselves and their habits – but how well do they, really? We know survey data is flawed, and in previous experiments, we’ve seen where consumers’ best intentions break down in the real world. This month, our in-the-wild…
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Rethinking Gen Z: When values don’t match purchase behavior
This generational playbook series explores how each generation was shaped by the rise of the internet, social media, and the cultural moments that defined them. We look at what traditional research says drives their decisions — and reveal the moments where their behavior tells a different story — to help brands rethink how they market…
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The dinner dilemma: The say-do gap that happens every single night
Each month, we choose a potential say-do gap to put to the test. Consumers may think they know themselves and their habits – but how well do they, really? We know survey data is flawed, and in previous experiments, we’ve seen where consumers’ best intentions break down in the real world. This month, our in-the-wild…
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A supersized say-do gap: what really drives consumers to choose fast food
Fast food brands have spent years perfecting the value message. Limited-time deals, $5 meal combos, price-tag callouts baked into every campaign.
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Gen Z: Values vs. value. A fashionable say-do gap?
Brands have spent the last decade trying to win over Gen Z by proving they stand for something.
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Authenticity can’t be bought—but it can be tested
We’re living in an era where the most influential content rejects influence. So-called “de-influencers” are seeing a surge in popularity. It’s a paradox that’s left brands scrambling. If traditional influence is dead, what replaces it? And more importantly, how do you market to consumers who have are increasingly tuning out everything that feels like marketing?
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Ranch & buffalo sauce: The secret ingredients to global market success
Picture a classic American sports bar—a platter of crispy Buffalo wings slathered in tangy hot sauce, alongside a bowl of cool, creamy ranch dressing for dipping. It’s as iconic to U.S. taste buds as fish and chips are in Britain. Yet across the Atlantic, many Europeans scratch their heads at the hype. Why do Americans…
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Copywriting that clicks: how to test what language truly drives consumer behavior
Most marketing messaging is invisible. Consumers scroll past, tune out, and forget faster than you can say “brand awareness.” But current message testing methods are like trying to gauge how popular a movie will be by only showing the trailer.
