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.
My recall is a damn sight short of total. It’s so unreliable that I sometimes think I’m trying to prove something by it. But what would I be proving? Especially since inexactness is not exactly the sort of thing you can prove with any accuracy.
Anyway—or rather, that being the case—my memory can be impressively iffy. I get things the wrong way around, fabrication filters into fact, sometimes my own eyewitness account interchanges with somebody else’s. At which point, can you even call it memory any more?
Supposing I found myself chasing another fly ball and ran head-on into a basketball backboard, supposing I woke up once again lying under an arbor with a baseball glove under my head, what words of wisdom could this man of thirty-odd years bring himself to utter? Maybe something like: This is no place for me.