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.
Both a book and a MoMA exhibition of the same name by Bernard Rudofsky originally published in 1964. It provides a demonstration of the artistic, functional, and cultural richness of vernacular architecture.
In 200 enlarged black-and-white-photographs, he showed various kinds of architectures, landscapes, and people living with or within architectures. Shown without texts or explanations, the visitors were just confronted with imagery that showed indigenous building traditions, which were very much at odds with the ideas of architectural modernism which had been promoted through NYC MoMA's Philip Johnson in his famous 1932 exhibition "Modern Architecture. International Exhibition".