One of her greatest talents is asking questions that don’t rob people of their stories. For example, when moderating a focus group for a grocery store chain that wanted to find out what motivates people to shop late at night, she didn’t ask participants what would seem like the most obvious questions: “Do you shop late at night because you didn’t get around to it during the day?” “Is it because stores are less crowded at night?” “Do you like to shop late because that’s when stores restock their shelves?” All are logical reasons to shop at night and likely would have gotten affirmative
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Instead of asking why, tell them to share their stories the last time it did happen (1)
