User research: where the answers surprise no one and change nothing.
When leaders already “know” the answers, research becomes theater. A reflection on confidence, confirmation, and the illusion of understanding users.
Insight cannot reach where certainty has already settled.
The Moment of Inspiration
It began in a meeting meant to define a bold new initiative.
Leaders spoke with conviction about what users needed: features, workflows, priorities; all presented as obvious truth.
When a designer suggested proper research, the room grew still.
Not dismissive, exactly, just confident.
“We already know our users,” someone said.
“Let’s not overcomplicate it.”