Industry Focus
When Grocery Shoppers Say One Thing but Buy Another A Qualitative Research Approach to Decoding Clean Eating Contradictions
Research expert Carly Fink presents an innovative qualitative framework for understanding the complex contradictions between a consumer’s stated desires for clean, sustainable grocery products and their actual purchasing behaviors. Drawing from extensive industry experience, she provides actionable methodologies, including System 1 techniques, ethnographic interviews, and journey mapping to help brands build authentic trust. Readers will learn practical strategies for designing research that capture real-life decision-making contexts and translating consumer insights into business solutions that align stated values with shopping cart reality. […]
