Consider asking questions in different ways and at different levels of generality. A common question is to ask what participants think of a specific brand or a product. Asking a focus group to talk about Mercedes-Benz automobiles, for example, will elicit comments about the quality and styling of the vehicle. But a moderator can also ask the question in a more novel way, for instance, ‘‘What does the Mercedes-Benz think of you?’’ This question elicits entirely different information—for example, that the car company thinks participants are the kind of people who are willing to spend a lot of money for the prestige of owning the brand.