Don't ask why, ask "why +"

Asking consumers (or yourself) why something happens or why they do something seems to be a legitimate question. It's your approach to the question behind it: "what shall we do?"

However, you probably will not get insightful answers. I suggest the question should be slightly tweaked to make it work better. I call it "why +". (I could have called it somehow less disgusting, but it helps me remember the technique.)

Why+ works like this: you put another meaningful word behind "why", that points somewhere and guides the respondent's attention.

Why now?
Why him?
Why not at the airport?

Isn't this magic?

I love this kind of things...