Say-Do Gap #
Jason Hreha·
Updated July 4, 2026
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.