What people intend to do is not always what they actually do User Research, Behaviour, Decision-Making Why users say one thing and do another The most dangerous thing in research is believing the answer too quickly. Ask someone, “Would you use this feature?” They might say yes. Ask, “Would you pay for it?” They might say yes again. But put the feature in front of them in a real situation — and their behaviour can look completely different. This is known as the intention–behav