Sometimes it helps to guide them. When we first took DD in initial college visits, she initially would say that she “Liked the vibe” or “Did not like the vibe.” I developed a basic matrix of criteria and asked her to think about each one. How did you like the campus?, what did you think about the students?, did you feel like you fit into the major programs? What were your thoughts about the presentation? Etc.
I had move success once she had visited a few of them, and I asked her to compare the colleges on these criteria. Then I started to get more specific and comprehensible answers, but I had to work at it initially.