As a UX researcher at LEGO, I love that you used LEGO bricks to show this! 😁

Strong qualitative information should overrule weak quantitative information 👍🏽

The takeaway I took from this is that, as always, the main risk is never being able to iterate after a release. Nothing is ever certain, and we as UX professionals should embrace that and be building a culture of continual review and improvement, as Jacob illustrates, as long as it's commercially viable to do so. Perfect is the enemy of released. But "done" is the enemy of continual improvement.

What a great video!

Please, allow comments on other videos as well.

Excellent explanation! Even I get it :)

And don't forget: Qualitative data does not only tell you which design to use, but also why. And that might lead to completely new and even better designs.

Quality.