Video recording

Video recording is another excellent way to capture the interview in such a way that it can be analyzed for more information. Video recording has an additional benefit over voice recordings in that you can better see and review your customer's facial expressions and mannerisms when certain questions were asked and as they delivered their answer. While it is possible to share audio and video with others outside of the interview team after the fact, video seems to be more engaging and offers a richer viewing experience. Of course, the same rules apply to video recording as for audio recording in that you must get the customer's permission before actually recording the session.

While tape recording or videotapes do have their place for pinpoint analysis, they are not ideal for cross-tabulating or summarizing the results of a meeting. For this, you still need a robust collection of written notes that are fully indexable.

If you are able to record many of your sessions, you may...