As more and more digital traces become legible, data science strengthens its position relative to user research. “As data collection and engineering has evolved”, observes Heli Rantavuo (ex-Spotify), “there is increasing pressure for all decisions to be driven by data science.” By comparison, once progressive qualitative approaches such as “Design Thinking” feel staid and indeterminate, a relic of a past era. Data Scientists sense the expanding influence of their dynamic discipline, and, in truth, have little incentive to engage with user research.