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.
I see science reversing the trend toward atomistic explanation that has been so triumphant in the last 400 years, and I predict a more human future based on the symbiosis of exact knowledge (which is by its very nature limited) and experience.
...Matter cannot be understood without a knowledge of atoms; yet it is now becoming evident that the properties of materials that we enjoy in a work of art or exploit in an interplanetary rocket are really not those of atoms but those of aggregates...It is not stretching the analogy much to suggest that the chemical explanation of matter is analogous to using an identification of individual brick types as an explanation of Hagia Sophia.