Evidence keeps its identity
Research can connect without collapsing into one synthetic truth.
Arrange evidence as connected signals, challenge the assumptions, and export the implications that survive review.
Interview
Members describe the first visit as effortful.
High confidence
Behaviour
Campaign visitors explore but do not begin.
High confidence
Assumption
More feature explanation will improve conversion.
Unproven
Market
Comparable services lead with one immediate action.
Medium confidence
Contradictions stay visible
The interface should sharpen disagreement, not disguise it.
Evidence says
Visitors understand the offer.
Behaviour says
They cannot see the first useful action.
Decision-led output