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.
There is a Japanese catchphrase, community suru, literally "making" or "doing" community. I will never forget the queasy feeling that came over me when I first heard that term, phrased as if community were a kind of event.
Hold an event, bring people together, get people who might otherwise never meet to interact. It's a wonderful thought. I have nothing against events per se. However, if they are not spontaneous and voluntary, they will not last. That is my objection to the keep-it-lively concept of community. The perception of community as event stems, I think, from a yearning for the festivals and rituals that once flourished in rural communities in Japan. But those events occurred precisely because a community existed, not the other way around.