I blogged recently about the difference between quantity and quality when it comes to customer research. My friend Michal Bohanes recently made the same point with a picture in his excellent post mortem on his startup Dinnr (in which I was an angel investor).
Michal was making the point that despite all this work he didn’t ask the questions that would have revealed customers didn’t care enough about his ‘deliver all the ingredients so you can home cook a meal’ service to actually buy. Instead he asked people whether they liked the idea and because people want to be nice and are bad at predicting what they will do in the future took away a bunch of ‘false-positive’ signals.
I know I keep going on about this, but it’s an easy and incredibly damaging mistake to make. Kudos to Michal for having the confidence to tell his story.