Once you see that an answer is not serving its question properly anymore, it should be tossed away. It's just their natural life cycle.
They usually kick and scream, raising one hell of a ruckus when we ask them to leave. Especially when they have been with us for a long time.
You see, too many actions have been based on those answers. Too much work and energy invested on them. They feel so important, so full of themselves. They will answer to no one. Not even to their initial question!
The hardest thing about customer interviews is knowing where to dig. An effective interview is more like a friendly interrogation. We don’t want to learn what customers think about the product, or what they like or dislike — we want to know what happened and how they chose... To get those answers we can’t just ask surface questions, we have to keep digging back behind the answers to find out what really happened.
The feeling of fortuitous gratitude at coming across unexpected information is something most of us who’ve done any research, have experienced — that kismet of finding the perfect book, one spine away from the one that was sought. In the field of art and image research, this sparking of transmission, of sequence and connection, happens on a subconscious level.
…Why is the vernacular image still being dismissed as ephemera? Why is its study not being prioritized? All languages are alive, but visual language is galactic. Keywords are not eyeballs, and creating rutted pathways to follow is the antithesis of study. A century of visual language, knowledge, and connectivity is marching toward a narrow, parsimonious basement of nomenclature. The NYPL takes a step backward if it models its shelves and research on a search engine. Spontaneity is learning. Browsing is research.