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.
One summer morning, the beginning of July, I got this long letter from my girlfriend, and in it she’d written that she wanted to break up with me. I’ve always felt close to you, and I still like you even now, and I’m sure that from here on I’ll continue to…et cetera, et cetera. In short, she was wanting to break it off. She had found herself a new boyfriend.
I hung my head and smoked six cigarettes, went outside and drank a can of beer, came back in and smoked another cigarette. Then I took three HB pencils I had on my desk and snapped them in half. It wasn’t that I was angry, really. I just didn’t know what to do. In the end, I merely changed clothes and headed off to work. And for a while there, everyone within shouting distance was commenting on my suddenly “outgoing disposition”. What is it about life?