Guide
Five ways to close the say-do gap
Five interview and research habits that narrow the gap between what customers say and what they do: ask about past behavior, ask for evidence, weigh commitments over enthusiasm, check answers against product analytics, and take away the pressure to give a good answer. Use it as a checklist when you write an interview guide or review a survey.
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What's in this guide
- Ask about past behavior, not intentions: Ask about the last time they had the problem and what they actually did.
- Ask for evidence, not opinions: When did they last pay for it? How much? What did they switch from?
- Look for the currency of commitment: Sign-ups, pre-orders, referrals and time spent count for more than enthusiasm.
- Triangulate stated with behavioral: Pair what people say with what your analytics show. When they differ, trust the behavior.
- Reduce the incentive to perform: Neutral questions and a judgment-free tone. Never signal the answer you hope for.
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<a href="https://www.koji.so/visuals/how-to-close-the-say-do-gap-five-ways"><img src="https://www.koji.so/visuals/how-to-close-the-say-do-gap-five-ways/how-to-close-the-say-do-gap-five-ways.png" alt="List of five ways to close the say-do gap in research, from asking about past behavior to triangulating answers with analytics." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/how-to-close-the-say-do-gap-five-ways">Five ways to close the say-do gap</a>, Koji</p>
