Why “no surprises” should worry you
At the end of a research presentation, a client says “There were no surprises”.
It sounds reassuring, like the research confirmed what everyone already knew. But that’s the problem.
The comfort trap
Research isn’t meant to flatter your assumptions. It should be showing the world as your customers actually live it - messy, contradictory, frustrating.
If your research feels like deja vu, one of two things have happened:
You only heard what you expected to hear
You asked the wrong questions.
In most cases, this means a client’s discovery budget has actually been spent on validation.
Why is “no surprises” dangerous?
Surprises are the raw material of strategy. They shift perspective, spark urgency and reveal blind spots.
The customer who swears loyalty but admits they “always shop around before buying”
The frontline worker who explains a workaround nobody in head office knew existed
The member of a loyalty scheme who has years of points but says “I don’t feel like it’s for me”
None of these moments fit neatly into a hypothesis, but they’re the ones we’ve seen change roadmaps and drive meaningful change.
When you hear “no surprises” what you’re hearing is: we didn’t get close enough to the truth.
The real test of research
Good research should do more than confirm what you already think. It adds weight, depth and contradiction. It should give you a clearer picture of the risks you’re ignoring and the opportunities you’re missing.
The right finding should make someone uncomfortable. Cause for pause and make a clear set of decisions that need to be made.
The alternative
Instead of chasing consensus, chase tension. Ask questions that don’t have obvious answers. Avoid defaulting to obvious methods and audiences to make sure you’re getting closer to the people living the reality - not just the decision makers in the business.
At Somwhen, we don’t aim for “no surprises”. We aim to bring you the moments that make you stop, think and change.
If your research doesn’t surprise you, it likely won’t change anything either.
