Lee is in the right place: live conversations will do far more for you and your target market than surveys (which can be ignored, and have no evidence of heart behind them.)

I've written blog posts and made videos about this question, and just this afternoon answered a client's question about the topic. So the links are handy:

http://www.salestactics.org/?s=pain+points

https://www.youtube.com/watch?v=XBRrHf9WfUc

https://www.youtube.com/watch?v=G1zS8555_14

The prospect has to see that you are genuinely there to help them, first. Then they'll open up a bit. There is a trust hurdle to get over. You can accomplish this simply by saying you something like, "I got into this (their) field because I saw a problem I could fix. It was _____. That's not an issue for you, is it?" That would get the ball rolling.