Episode 17: Bridging the Consumer Experience Gap: What Brands Get Wrong

This week on The Data & AI Podcast, host Noah Stuckey, Managing Consultant for Market Research & Customer Insight at Harnham, sits down with Abhijeet Roy, Chief Client Officer at Focus Insights, to explore the consumer experience gap, why brands often fail to deliver on their promises and what they can do about it.

With over 25 years in the market research industry, Abhijeet shares how businesses invest heavily in product launches and advertising but often overlook the real-world customer experience. He explains why the traditional approaches to market research don’t always capture genuine consumer behaviour, and how social listening, AI, and new methodologies are helping to close the gap.

Highlights include:

• Why brands’ marketing messages don’t always match the reality of customer experience.
• The risks of ignoring the say-do gap and how it impacts brand loyalty.
• How AI can streamline research but still needs human insight for meaningful storytelling.

Abhijeet also exposes eye-opening real-world examples, from festive ad campaigns to influencer marketing fails. Keen to learn more? Tune in to the episode to find out.

Catch up on this episode and explore the full podcast series here: https://www.harnham.com/data-and-ai-podcast/