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.
All of the wooden shelves used for storing books were on the warehouse's first floor. We decided to keep these shelves as they were to form a library, and we also created a small lecture hall for holding talks by writers and makers. Although contemporary society is moving away from books and towards computers and information technology, people nevertheless have a strong feeling of connection to – and nostalgia for – trees and things that are made from wood. La kagu is a space where visitors can really get a sense of the culture of books. When they step inside, some even say that they can smell wood.