87% of your customers said they'd buy your new feature. 4% actually did. Here's why customer research systematically lies to you and how to fix it.

Why customers can't cancel, even when they want to. You signed up for a free trial three months ago. Two weeks in, you knew you didn't need it. The dashboard sat unopened for weeks. Notifications piled up. You even Googled "how to cancel" once. But you didn't cancel. Instead, when the trial ended, you were charged. €19. Then the next month. Then the next. Now you have a subscription you don't use, don't want, and can't quite bring yourself to end. If you're a customer, this i