Unpacking frequency reporting

In research, the difference between what someone intends to do and what someone actually does can have a massive impact on the accuracy of your findings. This concept is known as the intention behavior gap. We recently partnered with Rocket Mortgage to measure this gap in first-time home buyers. Join Stephanie Vance, VP of Research and Client Enablement at aytm, and Isabel Lenzen, Data Journalist at Rocket Mortgage as they walk us through this project from concept to results, all the way to real-world implications. 

You will leave this session with:

• A theoretical understanding of the intention behavior gap
• Our framework for better behavior frequency reporting
• An example of how Rocket Mortgage used this framework
• Rocket Mortgage's findings when applying this concept to first-time home buyers
• Takeaways to apply to your own behavior frequency research