@UXLondon: really appreciating @KimGoodwin's use of real world case studies to illustrate points. Was getting annoyed at platitudes/generalizations from previous speakers that sounded more like folk wisdom than science. Have heard too much of that across too many fields for too many years to take such hand-waving seriously, regardless of reputation or personal success of the speaker. Refreshing to hear things from @KimGoodwin like "proper analysis of the data" and recommending simple first-hand user research techniques to invoke empathy in product developers.