Research from Kroger’s 84.51° unit examines issues with self-claimed respondents

Report from Kroger insights unit 84.51° that looks at inaccuracies in shopping data gathered from self-claimed respondents.
  • The study showed major issues with the accuracy of data from self-claimed respondents – that is, people who self-report their purchasing behaviors.
  • A better approach, if the data is available, is to recruit respondents using behaviorally-verified data, which is based on actual purchasing behavior.
  • With the research showing that 75% of self-claimed respondents having made zero purchases in the category they said they had purchased, relying solely on “unvalidated, self-claimed sampling” carries risk for marketers....

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