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.
Christopher Johnson says “prescriptivists” or “Cute Curmudgeons” — people who are interested in only policing usage and grammar rules — are “linguistic poison sniffers.” They turn language into “a source of potential embarrassment rather than pleasure.”
Johnson sees his job as getting people to love and appreciate language by being curious about and paying attention to “what makes language delicious.”
This reminded of Olivia Laing’s distinction between identifying poison and finding nourishment.
Everywhere you look these days, there are lots of poison sniffers, but very few cooking a delicious meal…