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.
“It is demonstrably true that things cannot be other than as they are. For, everything having been made for a purpose, everything is necessarily for the best purpose.” — Professor Pangloss
‘You must have a vast and magnificent estate,’ said Candide to the turk.
‘I have only twenty acres,’ replied the old man; ‘I and my children cultivate them; and our labour preserves us from three great evils: weariness, vice, and want.’
Candide, on his way home, reflected deeply on what the old man had said. ‘This honest Turk,’ he said to Pangloss and Martin, ‘seems to be in a far better place than kings…. I also know,’ said Candide, ‘that we must cultivate our garden.’