Some findings only hold up if they are recorded. A questionnaire filled in an hour after the visit is a reconstruction; a recording is what was actually said, in the words it was said in — which matters when the point in dispute is a claim made during a sale.
These projects use audio recording and, where appropriate, hidden camera, always within the limits set by law and by the client's own policy. They are used for training as much as for measurement: nothing convinces a sales team like hearing itself.
