And Pros are not easily fooled by rationalizations. Pros get beyond the rationalizations to the motivations. Back to Top 10. There is no need to appear knowledgeable to respondents. The Pro knows that some of the best information comes from questioning the conventional wisdom of an industry, so pros will explore a whole gamut of issues, from the subtle to the obvious.
Industries tend to be in-bred and wedded to particular ways of doing things.
The Pro can challenge these situations. Back to Top 11. Pros Get to Real Meaning Pros can cut through industry terminology and jargon to get to the respondents' real meaning and understanding. Pros also have an uncanny ability to capture language, hot buttons, positions, compelling arguments, and perceptions that seem to elude the less experienced. Back to Top 12.