Surveys ask consumers to predict their own behavior. Simporter analyzes what they already do: what they search for, what they complain about, what they praise, and what they ask for. The gap between stated and revealed preference is where innovation opportunities hide.
Side-by-side comparison
| Feature | Simporter | Survey-Based Research |
|---|---|---|
| Data type | Revealed preference (actual behavior) | Stated preference (self-reported) |
| Bias | Minimal (unprompted signals) | Social desirability, acquiescence, question-order effects |
| Sample size | 1M+ signals per sprint | Typically 200-2,000 respondents |
| Speed | Days | Weeks to months |
| Cost per iteration | Low (synthetic panels for early stage) | Full cost per wave |
| Discovery capability | Surfaces needs consumers cannot articulate | Limited to what you think to ask |
| Real-time data | Yes, continuously updated signals | Snapshot at time of fielding |
| Scalability | Analyze entire categories simultaneously | One study, one question set at a time |
Survey research answers questions you already know to ask. Simporter discovers the questions worth asking by analyzing what consumers already do. The strongest approach combines behavior-based insight discovery (Simporter) with targeted surveys for specific late-stage hypotheses.
Not entirely. Surveys remain useful for testing specific hypotheses with controlled experimental design. But for insight discovery, trend detection, and understanding what consumers actually want, behavior-based analysis (what Simporter provides) is more reliable and faster. Most modern CPG research programs use behavior data for discovery and surveys selectively for validation.
Behavior data captures what consumers actually do (search, buy, review, discuss), eliminating the gap between what people say and what they do. Studies consistently show 40-60% divergence between stated preference (surveys) and actual behavior. Simporter works from the behavior side of that gap.
More comparisons
Simporter vs. Traditional Research Agencies
What changes when consumer research runs on real behavior data and AI, instead of surveys and slide decks.
Simporter vs. Zappi
Two platforms, different approaches to brand innovation research.
Simporter vs. Quantilope
Automated surveys vs. real consumer behavior analysis for brand innovation.
Simporter vs. ChatGPT / General AI
General-purpose AI vs. purpose-built consumer research.