The Intent Gap
Users often claim they would be disappointed but still churn when budget gets tight. Behavior is the only truth.
Counter-Signal
Check Retention Curves
Averages Always Lie
A 40% overall score can mask 80% fit in one segment and 0% in others. Unsegmented data is noise.
Counter-Signal
Segment by ICP Fit
Snapshot Limitations
A survey shows current sentiment, not trajectory. A declining 42% is worse than an improving 35%.
Counter-Signal
Measure Trend Velocity