Johannes Eckert

The notion of “data-driven design” reinforces the false belief that quantitative data (measurements) are inherently superior to qualitative (descriptions), that the data will tell you what to do. But they aren’t and won’t. No matter how good your data, you will need to ask the right questions, …

…e right questions, interpret the answers, and determine the implications for what you’re designing. As long as humans are involved, data-driven design is still just human bias-driven design (like all design, really) with a name that inspires false confidence.

Intuition is one of two things. What we call intuition is either a judgment based on experience, which is a form of research, or it’s confirmation bias. Your intuition tells you that what you want to be true is true.