ABSTRACT
One goal in these visits is to capture information. Although the real payoff lies in what you learn and not in the information itself, effective capture of information lays the foundation for better learning. Once you define your goal in these broad terms, it becomes apparent that while the questions you ask and the notes you take on customer answers are one means of capturing information, other means also exist. Two alternative means of data capture are of particular note: tape recorders and cameras. In my opinion, virtually any research-oriented program of visits should consider using a tape recorder. By contrast, a camera may also be useful, but only in certain specific circumstances.
