Really enjoyed this HBR piece – https://hbr.org/2016/09/know-your-customers-jobs-to-be-done. Great insight into one of major limitations of our machine learning / pattern matching age.
Quantitative analysis of data does not replace qualitative. And it is frequently non-obvious how to merge the two together — which often results in resorting to simple solutions (or “we have always done it this way” solutions) that perform poorly. Human aspect, human interactions and conversations are among main keys. Being an introvert myself, that was always hard for me to absorb and truly appreciate but I’m trying 😉