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 end up with hours upon hours of recordings, which could be very time consuming to review. Most often, video and audio recordings are better used as a vehicle for pinpoint analysis where you need to go back and review a particular customer's answer for clarity. Again, an app, such as the aforementioned Notability program, is a large asset as you can go back to the specific answer and hear exactly what the customer said when answering that question just by clicking on the customer's answer.