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.
Joyous Exploration. This is the prototype of curiosity—the recognition and desire to seek out new knowledge and information, and the subsequent joy of learning and growing.
Deprivation Sensitivity. This dimension has a distinct emotional tone, with anxiety and tension being more prominent than joy—pondering abstract or complex ideas, trying to solve problems, and seeking to reduce gaps in knowledge.
Stress Tolerance. This dimension is about the willingness to embrace the doubt, confusion, anxiety, and other forms of distress that arise from exploring new, unexpected, complex, mysterious, or obscure events.
Social Curiosity. Wanting to know what other people are thinking and doing by observing, talking, or listening in to conversations.
Thrill Seeking. The willingness to take physical, social, and financial risks to acquire varied, complex, and intense experiences.