NIQ Launches Breakthrough Framework That Exposes Billions Lost to the Say–Do Gap

The new global framework quantifies the disconnect between consumer intent and real‑world buying behavior, unlocking powerful paths to reclaim volume and fuel growth

CHICAGO--(BUSINESS WIRE)--NielsenIQ (NYSE: NIQ) today announced the launch of its Say–Do Gap Measurement Framework, an innovative behavioral metric set to transform how brands and retailers understand modern consumers and navigate a pressing challenge: consumers who say one thing but buy another. With economic uncertainty, shifting priorities, and increasingly value‑driven decision-making changing consumer habits, this growing disconnect has cost the industry more than 13 billion unit sales over the past five years—losses many companies can no longer afford to overlook.

By unifying deep attitudinal insights with verified purchase data across 25+ global markets, the Say–Do Framework bridges this gap and exposes where brands are losing momentum, where unmet demand is hiding, and where opportunity is silently compounding. Brands and retailers can now quantify the gap between what consumers believe and what they buy, and market or create products that deliver value with the correct consumer, maximize price retention, and deliver unit volume growth.

“Brands and retailers can no longer afford to navigate using half the compass. The Say-Do Framework delivers behavioral truth rooted in real buying patterns in order to help our clients defend price, reclaim volume, and unlock growth with precision,” said Marta Cyhan-Bowles, Chief Communications Officer & Head of Global Marketing COE, NIQ.

This new framework applies seamlessly across categories, cohorts, markets, and claims, and can be weighted to reflect brand-specific priorities. Because it refreshes continually through NIQ’s globally connected panel network, businesses can track how shifts in sentiment, messaging, or macro forces reshape consumer behavior over time. It’s not just a diagnostic; it’s a living, repeatable revenue engine.

NIQ’s proprietary linkage methodology makes it possible for leaders to see not just where consumer intent falls short of action but also the “why”, and what it will take to close that distance profitably.

“This is the clearest bridge yet between what consumers believe and what they buy,” said Troy Treagan, Chief Product Officer at NIQ. “For years, leaders could only guess why intent failed to translate into action. Now they can see the drivers of the gap, quantify its financial impact, and take data-driven steps to close it. Any company looking to regain momentum in 2026 should have this framework at the center of its decisions.”

The Say–Do Gap Measurement Framework is now available globally as part of NIQ’s Full View™ suite. To learn more, visit niq.com/say-do-framework.

About NIQ

NIQ is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the world’s population and more than $ 7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.

For more information, please visit www.niq.com.

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