People generally don’t know what they want. They know what they have and what they don’t like about it. Finding the solution to their problem is your work.
People usually say one thing, but act very differently. This is why the best user research is multi-faceted: talking to users, observing users, analyzing statistics, and sometimes trying crazy things.
User action is much more relevant than user feedback.
Statistics are a great tool, but always remember that statistics are only relevant to the actions currently available. You can only draw insights from what you currently have in that moment. It’s not a great metric for looking at what people want and certainly can’t predict the future.
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