I've been using one I heard of on a TED talk, and the results are fabulous. "What is your strongest association with bread?" First, it surprises people, then they often think of good memories, silly stories, textures, or the band. One of my co-workers told this lovely story about how her grandfather who worked at a Mrs. Baird factory, would bring out the rejected loaves at the end of his shift- she and her siblings would wait outside with butter. One of my bosses said, "You mean the band?" While the other simply replied with a "Crunchy." Then another old friend started coming up with weird flavors of bread that should never, ever be created (candy cane and onion bread, anyone?). Wish I could remember the speaker, but props to him, wherever he is!