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.
In digital design, products and services are frequently imagined and implemented placelessly: as if the consumer were jacked into The Matrix, and considering this product or that product from among an infinite set of choices at an infinitely-provisioned mercantile. The things we make are good, by this way of reasoning, if they fit the market’s demand.
My attitude toward Alexander’s teachings prior to experiencing the places and spaces realized in his practice was akin to what Alan Watts said about certain teachings in The Bible:
Sometimes, as St. Paul pointed out, commandments are not given in the expectation that they will be obeyed, but in the expectation that they will reveal something to those who hear them.
Today, my answer is unequivocal. My interpretive lens: literal. Time and again, across cultures and continents and islands and oceans, in five different places now I’ve examined the evidence, and am persuaded.
Occasionally, one or two students out of sixty would take this task [of timeless thinking] up with some seriousness, and before too long would visit me in office hours to see if I could relieve them of their distress. They needed me to assure them that what Alexander says in his books isn’t…you know…real. For a number of reasons, not the least of which being the seeming incompatibility between how they’d been taught to think about design and what these teachings insist one must do in order to be, as they might say, “doing it right.”
And having never been to any of Alexander’s buildings, I’d simply turn the question around and ask “but what if it is real?”