How can you get the most out of watching focus groups? Be open-minded about attitudes that go against your own preconceived notions and what you 'want' to hear.   Keep a running list of new ideas, wishes, and speculations as they spring from what you observe among the participants.   Pay attention to your seemingly 'irrelevant' thoughts; they may offer valuable clues that could lead to new approaches to the topic.   Listen for the language people use to describe your product, service, or category.  This is often very different from corporate language.   Notice apparent contradictions and changes of opinion.  These may reveal areas of ambivalence or confusion that could be addressed by your marketing program.   Be attuned to non-verbal cues:  facial expression, tone of voice, level of enthusiasm, laughter, silence.