A sample size of zero is fine

You do not need statistical significance to learn something. If twenty-five of the people you interview rate the same benefit as critical and the same solution as poor, you have found a pattern worth acting on.

Doing quantitative analysis on qualitative data is an underused technique. Use it with care — it will not settle a close call — but do not let the absence of a large sample stop you from noticing something obvious.

Statistical rigour is a tool for close decisions at scale. Most early product decisions are not close, and pretending otherwise is a way of avoiding them.

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