Research
Opinion vs. Behavior
The critical distinction between what users say they want and what they actually do.
Opinion is what users say in surveys and interviews. Behavior is what they do when nobody is watching. The gap between the two is where product teams make their biggest mistakes. Users will say they want more features, then never use them. They'll say they love a product, then churn when a competitor offers a 10% discount. JTBD research prioritizes behavior over opinion because behavior reveals the real job, while opinion reveals the user's self-image.