Survivorship Bias
Studying only those who stayed, and missing those who left.
Why it matters
Those who left may have had the most important thing to tell you, and in-app data cannot hear from them.
How to use it
- Ask who cannot appear in this data.
- Reach people who left, by email or interviews.
- Pair surveys with retention numbers.
Example
An in-app survey says 92% are happy with autoplay, while the people who hated it have already left.
Watch out
A high score from current users can feel like proof. It only tells you about people who stayed.