Doing qualitative research you come across a lot of people. Typically, one group of people ('clients') is trying to understand another group of people ('consumers'). Our job is to facilitate this.
I am just back from a sabbatical, having had a baby. Meet Amelia, six weeks old.
It took me a while to realise this, but babies are people. Little people, but people nonetheless. They communicate their needs and desires to us ('waaaiiigghhrr'!) and our job is to listen and interpret the sounds and read the other signs (the facial expressions, the body language etc).
So why is it that when we interview grown-ups, some clients say, yes but, is that true / why do they keep contradicting themselves / do they really mean that? You don't say to a baby, 'for heaven's sake, can't you be more consistent!'. So why expect people in groups to 'be consistent' or to have answers or deliver insights. Grown-ups need attention and support and encouragement, just like babies do.
Good research comes down to interpretation and in order to get the answers and the insights, like good parenting, you need curiosity, sympathy and patience.
Babies. Something to teach us all.