In addition, these user interviews show common relationship to your brand, which can also be upgraded. In some cases, negative brand perception should be sufficient to cause the upgrade - you would never know about it, if it had not talked with their customers. If the feedback from consumers is broad and far-reaching, it will tell you not only as a re-think of your Web site, but to what extent.
Typically, consumer interviews focus on specific elements of your process. These are areas on which to focus modernization. In most cases it would not be wholly priority experienced a rethinking of the website.