How many times have you found that an add-on question helps clear up uncertainties?  And this is certainly true when it comes to research.

I have found that an important ‘add-on’ question relates to assessing relevancy – understanding how important an issue is to a consumer. This is even worth asking even when there is nothing to clear up

1. Don’t just assume

Even if the consumer is talking positively about something – you need to confirm the importance of an issue to them.

For example:
Someone is talking about the healthy benefits of a product concept
Assume that healthy is good and presume that they are referencing their own positive response

2. Check out with an extra question

“Do you care about this?”  “Is this important to you?” Try it – You might be surprised to discover the difference

The rational evaluation of the concept validates the intention (you told me or inferred that it is healthy and I am telling you what you wanted me to understand)
The internal reaction (this is what it does for me).

These two are distinct and should not be viewed as similar responses.