Professionals don't take opinions at face value. And Pros are not easily fooled by rationalizations. Pros get beyond the rationalizations to the motivations. 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 this. 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. Defensive Behavior Pros know how to recognize defensive behavior and get around it. Pros recognize these for what they are and have a well-developed repertoire for harnessing this energy and turning it into more constructive channels.