Research
Behavioral Signal vs. Survey Signal
The distinction between what users actually do (behavior) and what they say they do or want (surveys), with behavior being the more reliable indicator.
Behavioral signal is what users actually do: which features they use, how long they stay, what workarounds they build. Survey signal is what users say: their satisfaction scores, feature requests, and stated preferences. The two often conflict. Users say they want more features but never use them. They say they're satisfied but quietly churn. JTBDUX prioritizes behavioral signal over survey signal because behavior reveals the real job, while surveys reveal the user's self-image. The best research combines both: behavioral data shows what is happening, and qualitative research explains why.