Much like superstition, something that is believed to be an important metric may not apply to the reality of your product or service’s experience. Understanding the behavior of your users, introducing some science, is what leads to greater context and insight. In this episode of the UIE Podcast, Chris Callaghan of McCann UK talks about his experience of joining a team and seeing the superstition first hand: A roomful of folks attempting to derive meaning from numbers, but having the same conversations over and over. Straying from superstition and introducing science started with the simple question: “do we know if anyone outside of this room can use this?” Kate Rutter joins us to help dispel some of the myths surrounding analytics and offers insight on how to come to true meaning.