The book is pretty clear on this subject:

When you closely study a situation or person, roll+Wis.

✴On a 10+, ask the GM 3 questions from the list below. ✴On a 7–9, ask 1.

So, first you roll dice, then you ask questions from the list. Why do I ask, is because there were talks in the community which imply the players ask questions from the list when the roll still misses.

See Suddenly Ogres for the example — it explains how to narrate *misses* for Spout Lore and Discern Realities, but implies that players ask “Who’s in control” (a question from the list):

Who’s in control on this masquerade ball? It’s your rival, Duke Dupont, just as you feared!

Who’s in control in that masked ball? Suddenly, ogres are everywhere! I suppose that means that ogres are in control now.

How could that be? Should player ask before rolling the dice, or should the GM ask for further clarifications on miss, or what?