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.
Placing work and commerce near residences, but buffering it off, in the tradition set by Garden City theory, is fully as matriarchal an arrangement as if the residences were miles away from work and from men. Men are not an abstraction. They are either around, in person, or they are not. Working places and commerce must be mingled right in with residences if men, like the men who work on or near Hudson Street, for example, are to be around city children in daily life—men who are part of normal daily life, as opposed to men who put in an occasional playground appearance while they substitute for women or imitate the occupations of women.