“Not always do user needs that is verbally communicated actually match the behavior that you see in the product — and then looking at really where those drop-off points are all the way from acquisition throughout the subscription lifecycle.”

Stated User Needs Don't Always Match Actual Behavior — Use Both

Rachel Chukura warns against relying solely on surveys or interviews: what users say they want and what they actually do inside the product often diverge. The Weather Company triangulates across qualitative research, product analytics, and subscription analytics (via RevenueCat) to find where stated intent and observed behavior align — and to spot friction in the funnel that surveys alone would miss.