Research
How to find out what is true before you build, and how to make sure the finding survives the trip from the study to the screen.
Ask about last Tuesday, not about next quarter
Most interview guides are built from questions people cannot answer honestly. The fix is not better rapport, it is asking about things that have already happened.
Five users is per group, and almost nobody reads it that way
The most quoted number in UX research is a per-segment figure being used as a total. That one misreading is why teams keep shipping problems their tests could not have found.
