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.
The contents of the city's images which are referable to physical forms can conveniently be classified into five types of elements: paths, edges, districts, nodes, and landmarks.
Paths are the channels along which the observer customarily, occasionally, or potentially moved.
Edges are the linear elements not used or considered as paths by the observer. They are the boundaries.
Districts are the medium-to-large sections of the city, conceived of as having two-dimensional extent.
Nodes are points, the strategic spots in a city into which an observer can enter, and which are the intensive foci to and from which they are traveling.
Landmarks are another type of point-reference, but in this case the observer does not enter within them, they are external. They are usually a rather simply defined physical object: building, sign, store, or mountain.