PYMNTS Study Identifies Three Blind Spots in Traditional Consumer Sentiment Measures

PYMNTS Intelligence said traditional consumer sentiment indicators rely heavily on historical data, expert forecasts and survey results, but struggle to capture how people perceive security risks and changes in their daily habits. Models repeatedly misread conditions during the COVID-19 pandemic, underscoring that market psychology cannot be assessed through macroeconomic data or AI estimates alone.

The latest analysis identifies three major measurement blind spots. It also found that the shift toward digital consumption during the pandemic did not fade after restrictions were lifted, with the move to online shopping proving more durable than experts had initially expected. PYMNTS Intelligence said forecasting models must incorporate consumers’ actual behavior and emotions. The report did not provide a study date or financial figures.