First problem with this approach: "when you ask consumers questions you do not get the voice of the consumer, you get the voice of the inquirer through the question being asked - a form of bias that will lead you astray."
Next, if you don't stimulate consumer minds to think beyond the realm of their current existance they will only reconfirm what you, and they, already know, which will leave your startegy and execution a day late and pound short.
Where was I with my Ford SUV? Where was I with my Ford Taurus? My Expedition? The answer to both is "with my family" "on the way to grandma's house" "over the rivers and through the woods" to the mall or to the grocery store we go. Does it really matter?
The picture's the same - and insight this is... not. It's like showing people pictures of bankers in flannel shirts and blue jeans versus starched white shirts and suits. Obviously the suits work at Wells Fargo while the flannel shirts work for Seattle's Washington Mutual. ConAgra's Swift-Eckrich smoked sausages had the same perception problems versus the flannel shod farmers at Kahn's/Hillshire Farm.