Although interviewees may find this hard (as well as abstract or boring) at first, eventually the process can become very clear and easy. If someone struggles to think of higher values, move on to the next item and come back later. Alternatively, it can sometimes help to ask someone what they do not want, as the negative is sometimes easier to articulate than the positive. It can also help to explain at the outset the interview process, addressing the tension that can sometimes arise from what seems a very tedious and long process.