The So What from BCG Cracking the Code of Customer Contradictions
Sep 24, 2025
Lauren Taylor, the global leader of BCG’s Center for Customer Insight, unpacks the complexities of consumer behavior. She emphasizes the significance of understanding not just what consumers say, but the motivations behind their actions. Lauren explores the emotional drivers influencing purchases and the importance of segmenting customers based on context and needs. With insights on the power of AI in revealing patterns, she cautions against relying solely on data without human context, urging businesses to listen deeply to their customers for actionable strategies.
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Say-Do Gap Reflects Human Tradeoffs
- Consumers often show a say-do gap because human constraints and trade-offs shape behaviour.
- Understanding underlying drivers and frictions explains why stated values differ from actions.
Combine Say And Do In Research
- Do combine what people say (values) with what they do (constraints) when designing products.
- Use ethnography and targeted quantitative research to reveal emotional and functional needs.
Macro Sentiment Vs Personal Spending
- Macro consumer sentiment often misaligns with personal spending decisions.
- People can feel pessimistic about economies yet still spend based on personal income and needs.