Roadmaps get derailed when teams treat all input as equal. Prioritisation improves when signals are weighted by impact, confidence, and reversibility.

Use three signal buckets

• Behavioral signals: what users actually do.
• Outcome signals: movement in KPIs and cohorts.
• Qualitative signals: why users behave that way.

When these conflict, favor behavioral + outcome evidence first, then use qualitative insights to shape the solution details.