You can tell a lot about a group from the questions they ask each other and/or ask others outside the group. Think of the power of being able to uncover insights based on the ability to document every question ever asked by or to a group/brand/person/etc and being able to track all the context and meta data attached to it. Being able to record the solution as well would make it even more powerful.
The builds off of the data (like an automatic FAQ creator or a prioritized list of focus areas based on number/type of questions) would be incredibly valuable as well.
At the end of the day, the questions we ask of ourselves determine the type of people that we will become.