When you are doing customer interviews, it can be super hard to both ask the right questions, make appropriate notes and be present in the moment to actually hear and understand what people are truly saying.
I have created a small workaround for this. I have started to use Typeform as my notepad for customer interviews. I will build my questionaire beforehand making sure not to ask questions that put words in the mouth of people, and I will quite extensively use scaled answers.
When I am in the interview, I bring my iPad, and I will use the Typeform questionaire as a guide. The options I have chosen will allow me to pin down most answers and get a sense of their importance, and the few fields for extra comments will be easy to fill out either during the interview or immediately afterwards. In that way I get to ask the right questions, capture the answers AND stay present in the conversation. What is not to like?