When faced with a problem it’s very easy to go with the obvious answer. If we expected X to happen but instead we got Y, then we can only assume Z must be the reason.
If presented with a hard fact, we tend to fill in the blanks to make sense of why something didn’t happen the way we expected. Sometime we’re right. There is a reason why it’s the obvious answer. But like stereotypes, which can be based on repeated traits, assumptions can also be wide of the mark.
We need to think differently. We need to dig beneath the surface.
To do so, it’s important to understand the data, but we also need to put ourselves in our customers shoes and look at it from their perspective. Data can give you the what, but not the why.