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.
Back before COVID-19 hit the global scene, I thought it would be pleasant to have a list of the good things in life. This list wouldn’t be an exhaustive account of all the checked boxes on Maslow’s Hierarchy of Needs, but rather would document small pleasures which evoke some kind of clear and specific emotional response. If I had The Sads, I could pull up this list and sink down into the sensory details of, say, that strong hit of pine scent you randomly get on a hiking trail.
Now that we’re all in the thick of this pandemic, this new tiny side project—Good Things—has offered me a peaceful little portal to things I miss. Your mileage may vary, but I’ve found that reading my personal list of good things can be comforting as I help protect my community by sheltering in place.