Behavioural data can bridge the gap between what consumers say and do

If the result of the EU referendum and US presidential election have taught us anything it’s that what people say they’re going to do and what they actually do are two very different things.
It’s for this reason that the accuracy of traditional qualitative and quantitative research methods are under scrutiny like never before. This has led to the rise of alternative, behaviour-based techniques that aim to give a truer representation of how consumers are actually feeling a