Reports & Guides
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The problem with traditional research
Most research today relies on what people say. Surveys and interviews are fast and scalable, but they depend entirely on self-reported data.
The reality is that people are not always accurate in describing their own behavior. Bias, memory gaps, and social expectations shape responses, often creating a disconnect between what users say and what they actually do.
What this leads to:
·Insights that look convincing but lack real-world accuracy
Decisions based on incomplete or biased data
Missed signals that impact product, marketing, and UX outcomes