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.
Folly at Hagley Hall, Hereford and Worcester, built by Sanderson Miller, 1749–50
In architecture, a folly is a costly, generally nonfunctional building that was erected to enhance a natural landscape. Follies first gained popularity in England, and they were particularly in vogue during the 18th and early 19th centuries, when landscape design was dominated by the tenets of Romanticism. Thus, depending on the designer’s or owner’s tastes, a folly might be constructed to resemble a medieval tower, a ruined castle overgrown with vines, or a crumbling Classical temple complete with fallen, eroded columns.