If your team won't let go of assumptions that are now proven incorrect, then you have a team that doesn't value much! They don't value research, user feedback or input, the list goes on. And you might not be able to change their minds because they need need need to be right, for whatever reason. You can try to point out risk. What are the project and company risks of moving forward with something we learned isn't quite right? Or is completely wrong? What might this cost us now and later to fix or replace if we release it and it fails? Who will be held responsible if we release this (ignoring research insights) and it fails? I'd LOVE to see accountability for this. Because it won't have been a mistake. We knew! And we ignored the data.

When faced with conflicting user testing results and a team confident in their business assumptions, start by facilitating an open discussion to explore the discrepancies between the data and assumptions. Present the user testing results transparently, focusing on patterns or trends that contradict the assumptions.

Results always speak louder than assumptions. Presenting stakeholders with a well-defined product roadmap, backed by user testing results, is highly effective. Stakeholders prefer metric-oriented insights rather than assumptions, as data-driven decisions build trust and confidence in the product's direction. Moreover, conducting benchmark analysis alongside user testing with real-time metrics can significantly influence leadership's perspective. When assumptions are tested against actual data, it provides a compelling case for rethinking strategies and making informed decisions. This approach empowers leadership to shift from assumption-based thinking to a more data-driven mindset.

Para lidar com resultados conflitantes entre o feedback dos usuários e as suposições da equipe: Priorize dados objetivos para guiar decisões. Reavalie as suposições de negócios quando os testes apontarem divergências. Incorpore o feedback de forma gradual, ajustando iterativamente. Facilite discussões construtivas para alinhar perspectivas. Realize novos testes para esclarecer e resolver os conflitos. Isso ajuda a equilibrar metas de negócios com as necessidades dos usuários.

Show how the user testing results directly impact the assumptions and the overall goals. Frame it as an opportunity to refine and enhance the strategy, inviting the team to view it as a collaborative effort to achieve even better outcomes.