It's always important to pay close attention to what users/customers say (and what they do). But sometimes stopping and noticing what is NOT being said can be equally as revealing - what themes do they not gravitate to, and what language are they not using? Was there something you expected to arise but didn't? This might tell you what is really important. Or, it might tell you that the way the problem is framed is too narrow or too broad and pushing them to miss something that might have otherwise come up. It can even help you think about what they might be uncomfortable bringing up in conversation but might reveal itself in their actions.