Say‑Do Gap
Definition. The say‑do gap is the mismatch between what people say they will do and what they actually do in real context.
Why it matters
If you rely on self‑report alone, you can select the wrong behavior, build the wrong solution, and over‑estimate feasibility. Behavioral Strategy treats the say‑do gap as a default assumption until observed behavior confirms otherwise.
How to diagnose the say‑do gap (fast workflow)
- Check prior behavior: segment by what people already do.
- Observe in context: field observation or instrumentation beats surveys.
- Run a small real‑world test: verify behavior under realistic constraints.
- Document the denominator: who had the opportunity to act?
Use the diagnostic worksheet
The one‑page worksheet guides method choice when self‑report diverges from action.