Behavioural data encompasses the observable actions, decisions, and interaction patterns of consumers across contexts, from purchase sequences and product usage to hesitation cues and non-verbal responses during research sessions. Within consumer intelligence, it sits alongside attitudinal data to give teams a fuller picture: what people do, not just what they say they do. Because self-reported behaviour is subject to recall bias and social desirability effects, behavioural data collected in real or simulated contexts carries higher validity. Research teams use it to validate hypotheses, identify friction points, and surface patterns that survey responses routinely miss. When integrated with qualitative findings, it becomes one of the most reliable inputs for product, brand, and experience decisions.