Why food consumers say one thing and do another with Laurie Demeritt

Episode notes

In this episode of The Curiosity Current , hosts Stephanie and Molly are joined by Laurie Demeritt, CEO of The Hartman Group. Together, they explore one of the most persistent challenges in food and beverage research: the gap between what consumers say and what they actually do. Laurie explains why this aspiration–behavior divide isn’t evidence of irrationality, but a reflection of competing priorities like identity, budget, convenience, emotion, and context; all playing out in real time. A central theme of the conversation is the integration of quantitative and qualitative research. Rather than treating them as opposing methodologies, Laurie argues for a connected approach where insights are refined across methods. When quant and qual inform each other, contradictions become granular clarity, and researchers can better understand the trade-offs that shape purchase decisions. The discussion also examines growing consumer skepticism around sustainability, health, and ingredient claims.