One of the most valuable parts of customer discovery is finding out that people don’t always say what you expect.
Sometimes they even contradict themselves — and that’s a good thing.

Why Contradictions Matter

When a customer says one thing but their behavior shows another, it’s a signal worth paying attention to.

• They might say price isn’t important, but then mention they always choose the cheapest option.

• They might say they love a current solution, but later describe the many workarounds they use to make it tolerable.

These contradictions highlight hidden needs and frustrations that the customer may not even realize themselves.

Why Surprises Matter

Sometimes customers share something you weren’t even looking for:

• A problem you didn’t know existed

• A creative workaround you’d never thought of

• A new use case for your product or idea

These surprises often lead to the most exciting opportunities.

How the Platform Helps You Spot Them

Your Meta Analysis and Note Analysis don’t just summarize what’s said — they also:

• Pull out explicit vs. implicit insights so you can compare what customers say directly against what’s implied

• Highlight recurring themes, so contradictions stand out across multiple interviews

• Capture unexpected quotes that don’t fit neatly into your current hypotheses (but may point to new opportunities)

The Takeaway

Don’t dismiss contradictions as “confusing.”
And don’t ignore surprises just because they weren’t in your original plan.
Often, these are the exact insights that move your project forward in ways you never imagined.