Every client wants the silver bullet. We understand that as we have been on the client side ourselves. The silver bullet can arrive in many forms and it is not always neatly wrapped up in a focus group, to be honest. Sometimes it is found in other areas that affect the creative, marketing or even distribution of a product. An insight, just like a great idea, can come from anywhere. However, the potential for eliciting information that leads to a critical insight is always present in qualitative research – in the stories about how your product is thought of, how your customers want to be portrayed in your advertising and something as simple watching your product being used. A moderator (and client) with good listening skills, a strong instinct on whether to pursue a line of questioning and the ability to put it together afterward is what makes qualitative research a great tool for understanding how your product, service or advertising campaign fits into the lives of your customers.