Senior Research Manager Joe Stanley discusses why researchers should always dig deeper in their research…
Did you see the stat about 27% of Brits believing they could be in with a shout for the 2028 Olympics if they started training now? Forget office chairs and congratulatory pizzas – they’re going for podiums and gold medals! But this serves as a valuable reminder: always take respondent declarations with a pinch of salt.
We’ve all sworn we’d start a new hobby, get in shape or finally organise that pile of clothes… next Monday? Yet, as the weeks roll by, we’re still parked on the sofa binging the latest season of House of Dragons. This isn’t just about procrastination; it’s about the gap between what we say we’ll do and what we actually end up doing.
How many times have you seen (or even written!) a stat where 72% might say they are “Very Likely” to buy a product, switch brands or try something new? But then, these intentions don’t always translate into actions. It’s one thing to say you’ll become an Olympian; it’s another to actually hit the gym.
As researchers, we must dig deeper. Go beyond first responses to understand the action, not just the claim. At Mustard, we’ve been doing just that in recent months; using UX tools to observe online journeys, guiding visually impaired customers around London parks, speaking F2F with customers in New Look stores and even hiking with respondents to see how they use a map application. We’re always challenging ourselves to make the difference by observing behaviours, not just claims. That being said, while we’re making bold claims, I reckon I could take home at least Bronze if I entered as a break-dancer after about 5 pints.