“User Experience Design is not data-driven, it’s insight-driven. Data is just raw material for insight… We have to be able to do both: use data to inform the fullest possible understanding of the behavior and context of potential users, as well as bring our own experience and talent to the challenge.” – Andrew Hinton
Read more from Andrew, a fellow Vanguard Information Architect, co-founder of the IAI, and overall awesome person, in his article “Data vs. Insight for UX Design.”