I agree that intense listening is important. But I believe that listening motivated by visual stimuli is of even greater value. My methodology called Context-Driven Qualitative Research uses pictographs to “duplicate” the purchasing scenario. The pictures do the “asking” which provide context without leading the respondent. Among the reasons that I think this works is that people oftentimes get emotional and they often come up with resonant statements. To learn more, please visit my blog http://beyondfocusgroups.blogspot.com.

Thanks,

Dale