These are the steps on how to collect and store raw data from a customer interview.

When you do customer interviews, you need to record what you’re asking and your customer’s response. What you are recording is referred to as evidence — that means you need to have integrity in your data by recording it as-is.

As humans, we like to throw our own opinions and experiences into the mix all the time, seeing things and interpreting the world through our own lens. This is called unconscious bias. You are asked not to do this as the person interviewing and recording data because it means the data you record no longer has integrity — it’s no longer true to how it was said and intended.

Recording data with integrity

Recording and storing data, exactly as you heard it and in the cleanest way possible, will help you later in the sensemaking process. The sensemaking process is done differently by everyone, and there are AI tools you can use to synthesise the data. But always remember that AI has its own bias — it was trained through the lens of certain groups of people and lacks any gut vibe. You want to record the data easily, clearly, and in its parts so you can easily break it up, move it around, and make sense of it later.

Recording in-Person interviews

• Record the interview on your phone’s voice notes app.

• Later, listen back and either:

  • Write down or type up notes using dot points.

  • Write single sentences on sticky notes (this helps with sorting it visually later).

  • Type single sentences in a line on an Excel spreadsheet.

Avoid typing during in-person customer interviews — using a laptop can ruin the flow and the natural vibe of the conversation.

Recording phone interviews

Use headphones so you can have your hands free to type.

• Type or write down notes the same way you would in person.

• Remember you can’t see them, so you’re missing out on important body language cues.

This option is preferred by people who get socially drained from in-person interactions or find online video too much — also great if you as the interviewer feel the same way.

Recording online interviews

• Use Google Meet, Zoom, or similar — you could even use FaceTime.

• You can record the session to watch later.

• If it won’t interrupt the flow, minimise the screen and write notes while talking.

• You can use Miro, an Excel spreadsheet, or similar.

• Record notes as:

  • One line at a time.

  • Dot points to make it easier when sensemaking later.

Clean and Clear Data = Better Insights

Recording customer interviews properly is key to getting useful, accurate insights. The goal is to collect clean, unbiased data so you can make informed decisions based on real customer experiences — not just your interpretation of them.