The document discusses how data and customer feedback do not provide the full story on their own. Data needs to be interpreted in context and customer requests can sometimes lead companies astray. The author advocates combining both data and customer stories to get a more complete picture and avoid focusing too much on small percentages when larger gains are possible. People and data both have limitations so multiple sources should be used to properly understand customers.

1. Everyone’s Customers Are Wrong and
Their Data Is Lying
Evan Hamilton
Head of Community, UserVoice

2. DATA!

3. Data doesn’t tell the whole story.

4. Data doesn’t tell the whole story.

5. Data doesn’t tell the whole story.

6. Data doesn’t tell the whole story.

7. Data doesn’t tell the whole story.

8. Data doesn’t tell the whole story.

9. Data doesn’t tell the whole story.

10. PEOPLE!

11. People don’t tell the whole story.

12. People don’t tell the whole story.

13. People don’t tell the whole story.

14. There’s always more context.
• Are these paying users? Freeloaders?
• Are these people using your product in the
intended way?
• Are they using your main features?
• Early “adopters”?

15. People don’t tell the whole story.

16. People don’t tell the whole story.

17. People don’t tell the whole story.

18. People don’t tell the whole story.

19. Now what?

20. Data still has to be interpreted.

21. Data still has to be interpreted.
Requests can lead you astray.

22. Data still has to be interpreted.
Requests can lead you astray.
Combine data + customer stories.

23. Combine data + customer stories.

27. Don’t get lost in the data rat-hole.

28. Don’t get lost in the data rat-hole.
Don’t chase 1% when you can get 15%.

29. Don’t get lost in the data rat-hole.
Don’t chase 1% when you can get 15%.
A/B/

31. Tips, tricks, and tools
• (At least) Google Analytics
• Hell, even Bit.ly links
• Mixpanel
• The ol’ fake button
• Test with segments
• Talk to customers (constantly)
• UserVoice

32. Thank you!
Evan Hamilton
Head of Community, UserVoice
P.S. Feedback forms/Summit ticket
P.P.S. PM Breakfast
P.P.P.S. Ice cream at 2:45!