An example of the last time you…

The say-do-gap is real. People often over-exagerate how often they do things/ what they do… For lots of reasons. Often they are not aware of time/ frequency/ habits… They might [want to] see themselves as ‘someone who’, whereas in reality that changed some time ago/ they aren’t…

A really good way of avoiding the say-do gap is to ground the conversation in asking about ‘the last time you’… and go from there …

It has so many benefits – people will be able to recall high frequency events easily. From there you can dig into their habits and reasons why it’s high frequency. Or if something happened a while ago you can explore how things have changed over time and the reasons why.

It’s really simple, but it’s a significant way to get better insight … just ask them to “Tell me about the last time you x/y/z”