Ladder of abstraction

A moderator will often find the information gleaned in response to a question is not adequate to take meaningful action. Specific examples or relevant facts and experiences are not what people usually give when answering a question. More often they tend to speak in generalities that are the result of their own emotions, opinions, and conclusions, resulting in senseless statements with no context or reference. Part of the role of the moderator is to continue to drive them toward the level of detail that will allow the organization to address the root of the customer's initial response.

If you are in an interview you might hear the customer say something like "your current product is too expensive" when asked his impression of your current product. Upon reflection, you may find that your product is actually LESS expensive than your competition and you choose to disregard what the customer said as you perceive him as being uninformed, or just trying to get a better deal...