Triangulate research methods
There's great danger in just paying attention to one metric or getting too used to just one research method. See Campbell's law
- All research methods are limited in some way
- The best way to deal with this is combining multiple methods, so each one compensates for the risks in the others.
- Think of it as "looking at the same question from multiple angles".
- Having researchers of different backgrounds and skillsets on your team is a great way to ease triangulation.
- The real question should not be "how much are we willing to spend on research" but "how much risk of problems or failure are we willing to accept"?