The Routine Gap: How Usage Intelligence Revealed a Hidden +15-20% Growth Opportunity

Consumers may be buying products regularly. That doesn’t mean they’re using them regularly.

Protein consumers consistently claimed they used their protein powder daily.  

But tracking usage passively with sensors revealed a meaningful gap between claimed behavior and real-world routines. Not because consumers didn’t value the product. But because real life disrupts even the best intentions.

This Say–Do gap uncovered a clear growth opportunity hiding inside existing users – not through acquiring more customers, but through increasing real usage frequency. 

In this case study, see how the brand identified the gap and unlocked +15–20% incremental growth. 

You’ll learn:

• Where claimed usage diverges from real behavior
• Why routine disruptions create hidden growth gaps
• How usage intelligence reveals opportunities traditional research misses