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.
Photos of the Tanikawa House, designed by architect Kazuo Shinohara.
Built in 1974, this summer house materializes the act of covering a piece of earth, making it an inhabitation only by means of a roof protecting the dirt soil of the ground. The house lies on a slope in a middle of a wood and grows through an exposed timber frame structure which supports a large pitched roof. Under the roof, a minimal section of the house located on a side hosts some specific living functions concentrated on two floors: a bathroom, a kitchen, a bedroom and a staircase. This section lies in parallel to the main “earth room” (or “summer room”) and overlooks it.