It appears a new study has reveal we may not be telling the truth, the whole truth and nothing but the truth when it comes to our eating habits.
Official studies would suggest (based on self reported data) that Brits consume around 2000 calories per day. However, scientific and economic data reveal that we in fact eat around 3000 calories per day.
This is not surprising. Studies of actual buyer behaviour show we consistently fail to self-report activities that may be perceived to be negative – and over-state the positive. Sometimes referred to as the self-affirmation or self-serving bias. Yes doctor, just one glass of wine a week.
This data is consistent with our research with retailers and brands that can see (from sales and shopper data) that reported behaviour is inconsistent with actual behaviour – the fundamental principle being that what we say… isn’t a reliable indicator of what we do.
So how do you overcome this bias? Well the first step is to use actual buyer behaviour data rather than claimed data. Where the question relates to thoughts, feelings and associations it may be better to look at implicit methodologies over explicit.
Further reading: http://www.bbc.co.uk/news/health-36988065