It’s cold. It’s undeniable. It’s absolute. It’s infallible.
Or is it?
As CROs we tend to boil the world of human behavior, intent, and action into neat rows in a spreadsheet. We weave our assumptions together with formulas in order to break down complex interactions into absolute spreadsheet cells valued by the number of the digits they contain.
It’s math. We can’t be wrong!
But we are wrong. We’re wrong a lot. Our entire existence is built around being wrong.