# Research Flaws and the Hard Truth About Testing (Glaringly Obvious)

**URL:** <https://forum.zurb.com/t/research-flaws-and-the-hard-truth-about-testing-glaringly-obvious/65>\
**Category:** Measuring design\
**Tags:** ux-research, design-maturity, research-democratiza, ux-metrics, evidence-based-desig\
**Created:** [July 4, 2025, 3:31pm UTC](https://forum.zurb.com/t/research-flaws-and-the-hard-truth-about-testing-glaringly-obvious/65 "2025-07-04T15:31:45Z")\
**Posts on this page:** 1\
**Showing post:** 2

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**Author:** ![EricZ](https://yyz2.discourse-cdn.com/flex034/user_avatar/forum.zurb.com/ericz/32/692_2.png) [@EricZ](https://forum.zurb.com/u/EricZ)\
**Post date:** [July 11, 2025, 1:28am UTC](https://forum.zurb.com/t/research-flaws-and-the-hard-truth-about-testing-glaringly-obvious/65/2 "2025-07-11T01:28:11Z")

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The lack of attitudinal research creates big problems in A/B testing, particularly from a brand perspective. Often-times the brand and business goals are tied to comprehension and sentiment in the short-term, and recall in the long-term.

Behavioral or performance metrics give you near-term decision-making power, but we’ve seen teams optimize themselves into a corner.

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