Why food consumers say one thing and do another with Laurie Demeritt
March 10, 2026
Consumers say they care about health, sustainability, and quality… but their behavior doesn’t always align. In this episode of The Curiosity Current, Laurie Demeritt, CEO of The Hartman Group, explains why the aspiration–behavior gap in food and beverage is human, not irrational. She explores how integrating quantitative and qualitative research reveals emotional trade-offs, how to interpret consumer skepticism around claims, and what emerging wellness shifts including GLP-1 adoption mean for brands trying to make smarter decisions.
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. While top-line data may suggest widespread distrust, qualitative nuance reveals something more complex: consumers evaluate credibility differently depending on the brand, category, and perceived authenticity.
Laurie also shares her perspective on distinguishing lasting cultural shifts from short-lived fads. From the rise of organic food to the emerging influence of GLP-1–driven behavior changes, food culture is evolving in layered ways that require deeper interpretation than surface trend spotting.
The episode closes with a leadership lens for insights professionals. For teams seeking greater strategic influence, empathy—rather than attempting to “educate” consumers—is what builds credibility and drives better decision-making.
What You’ll Learn:
- Why the aspiration–behavior gap in food and beverage is human and how to research it more effectively
- How integrating quantitative and qualitative research leads to stronger, more defensible insights
- What consumer skepticism around health and sustainability claims actually signals
- How to measure real trade-offs beyond simple willingness-to-pay metrics
- How to distinguish durable food trends from short-lived fads
- Why empathy is a strategic advantage for insights leaders seeking greater influence
About the Guest:
Laurie Demeritt is the CEO of The Hartman Group, a leading food and beverage research consultancy focused on the cultural forces shaping consumer behavior. With decades of experience in qualitative and quantitative research, Laurie has advised global brands on health, wellness, sustainability, and emerging food trends. She is known for helping organizations move beyond surface-level data to understand the deeper motivations, trade-offs, and cultural shifts influencing how and why people eat.
Episode Resources:
- Laurie Demeritt on LinkedIn
- The Hartman Group Website
- Stephanie Vance on LinkedIn
- Molly Strawn-Carreño on LinkedIn
- The Curiosity Current: A Market Research Podcast on Apple Podcasts
- The Curiosity Current: A Market Research Podcast on Spotify
- The Curiosity Current: A Market Research Podcast on YouTube
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