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.
I am a sucker for stories in which seeds of cosmic revelation are found hidden inside everyday materials, especially when those materials are architectural in form.
In this case, it was “the imprint of a rare solar storm” that left traces in the rings of trees cut into logs by Vikings and used to build cabins 1,000 years ago on the Atlantic coast of Canada.
…While there is obviously more to say about the science behind this discovery—all of which you can read here—what interests me is simply the idea that astral events, cosmic storms, stellar weather, electromagnetic pulses from space, whatever you want to imagine, leave traces all around us. That in the depths of our buildings, in our walls and floors, even in the wooden dowels of mass-produced furniture, there can be evidence of immensely powerful and beautiful things, and I would like to remember to look for that again. It’s been a miserable couple of years.