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Here are two things you’ll hear a lot from product teams:

1. A lot of data is needed to reduce uncertainty and get an accurate picture of users’ needs and behavior.

2. People working on products understand and know their users well.

The above statements are misconceptions, and in both cases, the reverse is true. In this post, I will discuss how analyzing user behavior without big data (debunking the first premise) will help us avoid the unpleasant outcomes of thinking you already know your users (debunking the second premise).