Survey data shows what consumers claim they want and think they did.
At Nailbiter, we capture what they actually do.
Getting to that shopper truth is at the core of our work, and recently, our President and Head of Client Consulting, Gram Bowsher was featured on Ponderings from the Perch, the Little Bird Marketing podcast. In this episode, he challenged the conventional wisdom of traditional market research. He exposed the million-dollar gap between what shoppers say versus what they do based on their observable shelf behavior. “We wanted to find a better way to open up that black box that existed in the industry,” Bowsher stated. “Traditional methodologies put a lot of burden on the person answering the questions.”
While brands slice demographic data in dozens of ways, the Nailbiter video metrics methodology uncovers a more valuable truth about what consumers notice, cart, consider, and either abandon or buy. Even more deeply, these metrics reveal the WHY behind these actions.
Gram elaborated on how conversion behaviors transcend demographics, underscoring the importance of sourcing data points from actual buying events instead of self-reported surveys. With videometrics, the visual triggers that capture attention at the shelf can be evaluated to understand how they work across diverse shopper groups. In this interview, these two industry leaders dismantle accepted research assumptions with specific evidence, including how shoppers compare Amazon prices while standing in retail stores.
As shopping behaviors continue to change online and in person, making business decisions on actual lived experiences is key for success. The measurable advantage of Nailbiter’s videometrics is created because of the reliance on human coding to turn data into actionable insights. Many leading companies use this approach for immediate sales lift, improved Shopability, and better brand impact.
Click here to listen to the full episode.
At Nailbiter, we capture authentic shopping moments that expose the real drivers behind consumer decisions—the visual cues, product positioning, and shelf experiences that trigger actual purchases.