IHR Playbooks

“So They Lied to You”

A UX research playbook about eight stages of a study and the lie waiting at each: clients lie about needs, respondents about behaviour, numbers about causes, AI about a bit of everything — and most of all, you lie to yourself. Eighty pages of practice without academic anaesthesia.

~~1,299~~ 999 UAH

Discount until 9 October · Eighty pages · Ukrainian and English editions

Buy the playbook Free chapter

Eight stages. A lie waiting at each.

lie of the stage

Hover or tap a stage.

takeaway

Clients lie about the need, respondents about their reasons, numbers about the denominator, AI about everything, and you about yourself. The playbook is the route through all eight stages — with honest numbers, anonymised cases marked as such, and the mistakes that never make it into textbooks.

See yourself here

You're a product managerand on Friday you have to decide whether to build the feature — with two interviews, a dashboard that contradicts them, and a CEO who has already decided.

You're a designerand users said they loved the prototype. All of them. You know that's a lie, and you don't yet know which one.

You're a marketerand the survey says people would pay. Nobody has. You need to know which question was wrong before the next campaign.

You're a founderand the metric looks great. Something in you doesn't believe it. This book is about that something.

You're a researcherand you've done fifty studies. You want the one book that says out loud what you already suspect — and gives you the words for the room.

You've never done researchand you've been told to “go talk to users.” Start here; the route is drawn and the mistakes are marked.

Buy the playbook — 999 UAH

People know more than 180 ways to lie to themselves. Here are the 50 I meet most often.

Every one of them has shown up in a real research project. Hover — or tap — a word.

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Hover a word — click to open.