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.
But in the past couple of years, Brennan believes that tablets have caught up, with apps such as Apple’s ProCreate and Morpholio’s Trace becoming far more responsive to the user’s marks. “Tablets didn’t used to have that immediate response, from brain to eye to hand to pen to paper. A half-second delay has a huge impact on how you think — it causes you to stumble. But now that lag’s gone, it’s almost the same as drawing with pen on paper. You don’t need to engage with the airbrushes or other features — just use it in its purest form.” The stylus, too, far more convincingly apes a manual pen: “You’re able to tune it to almost replicate your favourite pen — and it doesn’t run out of ink.
Chetwood is an iPad devotee, using it to produce fantastical urban artworks as well as architecture. Far from hindering the drawing process, he believes tablets will give rise to a new era of creative drawing. “A lot of people say technology and computers are taking away the true art of drawing. That’s rubbish, it releases sketching. You can move so much quicker and change things much more quickly, and it keeps a record of what you’re doing. The control is just brilliant.” The polished glass surface is the only flaw, but textured acetates applied to the screen can make it feel more like paper.