Hero’s
Chocolates 🍫

Recently, while indulging in a box of Hero’s chocolates, I had an idea.

As I worked my way through the box, I decided to rank the chocolates from best (at the top) to worst (at the bottom) and share the photo with my friends to see their reactions.

But just before hitting “send,” a thought struck me:

What if I moved a crowd-favourite chocolate to the bottom of the list?

Would that spark a more lively debate?

Spoiler alert: It did.

This small act of stirring the pot made me wonder—could this method work in UX research and design?

Challenging
Assumptions to
Spark
Engagement 💥

Challenging
Assumptions
to Spark
Engagement

What I stumbled upon is rooted in psychology: expectation violation.

By challenging what people anticipate—like placing a beloved chocolate in an unexpected position—you trigger emotional responses.

In my case, it prompted a lively conversation with friends defending their favourites and critiquing my ranking.

In UX research, this principle can be applied strategically.

For example, when conducting usability tests or interviews, introducing something unexpected—like an unconventional design element or a deliberately "wrong" choice—can encourage users to engage more deeply.

What I
Learned

Whether it’s chocolates or UX design, a little controversy can go a long way in sparking meaningful conversations. Surprises force people to stop and think. They tap into emotion, which is often where the most valuable insights lie.

So next time you’re conducting a research session, take a cue from Hero’s chocolates.

Move the “crowd favourite” out of its comfort zone and watch the conversation unfold.

You might just discover what really matters to your users.