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.
Is there anyone out there?
Or am I all alone?
It wouldn’t make a difference
Still, I don’t wanna know
I thought it’d be over by now
But I got a while to go
I’d give away the ending
But you don’t wanna kn-
Could I interest you in everything all of the time?
A little bit of everything all of the time
Apathy's a tragedy, and boredom is a crime
Anything and everything all of the time
You say the ocean's rising like I give a shit
You say the whole world's ending, honey, it already did
You're not gonna slow it, Heaven knows you tried
Got it? Good, now get inside
Are you feeling nervous? Are you having fun?
It's almost over, it's just begun
Don't overthink this, look in my eye
Don't be scared, don't be shy
Come on in, the water's fine
If I wake up in a house that's full of smoke
I'll panic, so call me up and tell me a joke
When I'm fully irrelevant and totally broken, damn it
Call me up and tell me a joke
Oh, shit
You're really joking at a time like this?