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.
“Togetherness” is a fittingly nauseating name for an old ideal in planning theory. This ideal is that if anything is shared among people, much should be shared. “Togetherness,” apparently a spiritual resource of the new suburbs, works destructively in cities. The requirement that much shall be shared drives city people apart.
When an area of a city lacks a sidewalk life, the people of the place must enlarge their private lives if they are to have anything approaching equivalent contact with their neighbors. They must settle for some form of “togetherness,” in which more is shared with one another than in the life of the sidewalks, or else they must settle for lack of contact. Inevitably the outcome is one or the other; it has to be; and either has distressing results.
City residential planning that depends, for contact among neighbors, on personal sharing of this sort, and that cultivates it, often does work well socially, if rather narrowly, for self-selected upper-middle-class people. It solves easy problems for an easy kind of population. So far as I have been able to discover, it fails to work, however, even on its own terms, with any other kind of population.