In Tullis & Albert's Chapter 1 Introduction(1.6), they mentioned "ten common myths about usability metrics". Please share your thoughts on which myth(s) echos your previous experiences. TEN MYTHS ABOUT UX METRICS Myth 1: Metrics Take Too Much Time to Collect Myth 2: UX Metrics Cost Too Much Money Myth 3: UX Metrics are not Useful When Focusing on Small Improvements Myth 4: UX Metrics Don't Help us Understand Causes Myth 5: UX Metrics are Too Noisy Myth 6: You Can Just Trust Your Gut Myth 7: Metrics Don't Apply to New Products Myth 8: No Metrics Exist for the Type of Issues We are Dealing with Myth 9: Metrics are not Understood or Appreciated by Management Myth 10: It's Difficult to Collect Reliable Data with a Small Sample Size