Why Research Matters: What People Say vs What They Do

One of the biggest mistakes in marketing is taking data at face value.

A recent Smart Insights report shows clear platform preferences across demographics. Younger audiences favour Instagram, while older groups lean towards WhatsApp.

At first glance, that feels like a solid direction.

But this is where proper research makes the difference.

Because preference is only part of the picture.

When you look at actual behaviour - specifically, time spent - a very different story emerges.

Instagram and WhatsApp, despite being “preferred”, sit in joint fourth place. Users spend just over 16 hours per month on these platforms.

Now compare that to TikTok.

Nearly 35 hours per month.

More than double.

This isn’t about which platform is better. It’s about understanding the gap between what people say and what they actually do.

And that gap is where better decisions are made.

Good research doesn’t stop at the headline. It digs deeper, questions assumptions, and looks for the full picture.

Because if you’re only listening to what people say…

You’re missing where their attention really goes.

And in today’s landscape, attention is everything.