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.
Does a concert hall ask to be next to an opera house? Can the two feed on one another? Will anybody ever visit them both, gluttonously, in a single evening, or even buy tickets from one after going to a performance in the other?
In Vienna, London, Paris, each of the performing arts has found its own place, because all are not mixed randomly. The only reason that these functions have all been brought together in Lincoln Center is that the concept of performing art links them to one another. The organization is born of the mania every simple-minded person has for putting things with the same name into the same basket.