Our recent webinar, with Paul Thomas, Global Insights Director at Suntory was a lively conversation. In just 30 minutes we explored how hypotheses can transform the way insight teams and agencies work together. We unpacked some simple but powerful practices that can help to sharpen our focus, build trust and get more value from every project.
The conversation proved how impactful a few mindset shifts can be and the ability to get “more bang for your buck” from research. You can listen to the full conversation here.
Hypotheses as Treasure Maps, Not Tunnels
Too often, hypotheses are misunderstood and interpreted as rigid assumptions to be proven or disproved. But that approach narrows the scope of inquiry and makes research feel rigid, and designed to take us to a fixed conclusion. Or results in someone losing face.
Instead, hypotheses should work like treasure maps: they guide the search while leaving room for discovery. A well-framed hypothesis doesn’t close down thinking; it sparks curiosity and gives everyone a shared sense of direction. That shift in mindset changes the energy of a project. The team is motivated by exploration rather than “proving ourselves right,”. And this shift often leads to richer and more surprising outcomes. Our previous webinar ‘Staying Curious’ also touched on this perspective.
Avoiding the “Surprise Debrief”
Our discussion of hypotheses also highlighted the all-too-familiar problem of the ‘surprise debrief’. Findings are met with confusion or rejection because stakeholders feel disconnected from the process. The recommendations may not land because vital business context is missing. The agency hasn’t been aware who’s emotionally invested in the results. Or whose promotion is dependent on the ‘right’ outcome!
Bringing in three voices from the outset, the agency, the insight team, and the business stakeholders creates a foundation of alignment. Each group adds a perspective that’s critical to shaping the right hypotheses and ensuring the research stays relevant. The debrief should feel like the continuation of a shared story, not an unexpected twist. The truth is, nobody likes surprises!
Some simple, small changes at the outset can have a big impact. Even a short kick-off session can be enough to align expectations. It enables differing perspectives to surface, and to agree on what success looks like. That investment at the beginning saves a great deal of friction at the end.
Trust as the Real Currency
Beneath both of these shifts lies something deeper: trust. Insight is only as good as the context it’s built on. When clients hold back context - whether commercial pressures, internal politics, or organisational ambitions - agencies end up working with only part of the picture.
Equally, agencies need to value clients' transparency. Findings must be presented constructively, building on information that has been shared. And this gives clients the confidence to be open again next time. That mutual trust builds resilience in the relationship and raises the quality of the work.
Trust isn’t a soft concept. Trust is what allows research to be grounded in reality, acted on with confidence, and valued by decision-makers. Without it, even the sharpest insights struggle to have impact.
From Projects to Partnerships
Treating hypotheses as treasure maps, involving different perspectives early, and building trust through transparency are not radical ideas on their own. However, together they mark a real shift in how research should be approached. They move it from a transactional exercise to a collaborative journey.
For clients, that means better value and sharper insights. For agencies, it means working on projects that make a real difference to the business. And for both, it creates a stronger partnership.
And if you found this useful, check out Objectivity: The Deadliest Idea in Research which explores how objectivity can devalue research.
Uncover Deeper Truths. Talk to Hummingbird Insights