In our primary packages (those involving data collection) you are paying for our time, expertise, reports, and analysis. Not the results that our analysis yields. Just like when drilling for oil, occasionally the analysis doesn’t yield anything meaningful. This does not mean that there is nothing to do and you wasted your money. On the contrary, it simply means that the data is not where we should be looking for places to improve. This is why we hire experts in the fields of human interaction. So that when the data isn’t helpful, you aren’t left high-and-dry.