What users say they want isn't always what they truly need, and it might not reflect their behavior.

Here’s an example.  Imagine people saying they want fun and share laughs with their friends online. You can validate that they need this to feel connected. But they end up scrolling through their feeds non-stop for a couple of hours, which isn't fun and doesn't help them bond with anyone. However, this kind of user behavior of scrolling meets the business need to increase ad revenue.