If you have ever moderated, you will relate to this presentation by Jason Oke of Juniper Research. I met Jason a year or so ago at the MRIA qualitative event in Toronto where we were both speakers. Jason brilliantly highlights the way we sometimes feel about asking people rational questions about irrational beliefs or actions in a conference room with bare walls and a mirror. I hope this presentation jogs your thoughts as it has mine.
I found this presentation and an interesting discussion of it at Yellow Submarine Blog (http://yellowsubmarinequal.wordpress.com/2009/02/20/the-gestapo-qualitative-research-moderator/)