You run a UX test. Participants say the experience was easy, but the recordings show cursor thrashing, hesitation loops, and dead clicks. The most damaging friction isn’t what users complain about; it’s what they filter out, rationalize, or forget. To find it, you need a …

You just wrapped a focus group. The moderator says everyone was “really engaged,” but the transcript tells a different story. Half the responses are polite, surface-level comments. It’s impossible to tell who actually cared about the stimulus and who was just being cooperative. Now a …