Musings of a Marketing Maven

Confession: after so many years of composing on a keyboard, I can no longer write or take notes quickly using a pen. Plus, my memory for details isn’t what it used to be.

My job requires me to interview key stakeholders or subject matter experts on topics that are important to my client, but often unfamiliar to me before we launch into the conversation. Which makes relying on memory even more difficult when I lack the right mental model “to connect” and organize new concepts, jargon or names heard during an interview.

The reason I’m doing the interviews in the first place has some high-stakes objective for my client, so it’s important that both my listening and recall be nuanced and accurate.

So the question is, what’s a smart coping strategy when your consulting practice requires you to interview lots of people, “remember” the details of what they say, while remaining present in a conversational but guiding style? And then synthesize later from the compilation of conversations, while offering fresh insights from an objective but informed big-picture perspective?

For me the trick is to use a unobtrusive digital voice recorder — one that can record what I hear throughout a day’s sessions — and then upload the interviews to my PC or Mac that night.

Before I start recording, I ask permission of the interviewee and explain how and why I’ll use the recording. (We resolve issues of attribution, whether the boss will hear it, etc., etc.) Because the device is so inconspicuous, everyone forgets it’s working, so the conversation becomes very natural within moments.

My (Highly Simplified) Requirements

Technically speaking, I have a few simple requirements:

• Storage capacity, at whatever audio fidelity I routinely use, equal to at least 8 hours’ worth of interviews;
• USB connectivity so I can upload to a PC or Mac;
• Buttons large enough to hit without having to pay close attention to the device while in the middle of a conversation;
• An LCD display whose menu I can see and read;
• A durable case so the device can survive being banged around in my laptop carrying case or purse;
• Professional quality recording and a sensitive microphone;
• And native output in a format that works with both Windows and Mac OS X.

What Works for Me

I’ve happily used several digital recorders from Olympus, starting with the classic Olympus DM-20 (which is probably no longer on the market). The DM-20 is a wonderful balance of function, form and small size — although its user interface (on screen) leaves a lot to be desired. Olympus has improved their on-screen UI with later models.

I can’t recommend the DS-30 because it failed the button size and LCD test when I tried it. (It may be just fine for younger eyes and people with smaller fingers.)

My current workhorse recorder is the Olympus DS-50. It records in stereo with its built-in microphones, or in mono with most of the separate (and more sensitive mikes) that Olympus sells for other usage situations (such as times when you need a noise canceling mike).

And yes, these devices can function for music playback, but I’d prefer to use an iPod (or my iPhone) for music appreciation.

What’s on My Wish List

Much as I love the use of recordings to supplement memory, there are inconveniences related to playback for my usage situation:

• No Google-like search capability so you can easily find remarks you remember taking place halfway through the interview;
• No highly accurate and automated way to turn the recorded interview into a transcript compatible with MS Word or the like;
• No easy way to set bookmarks or pointers with comments that you can return to later.

I’m sure there are editing tools that would allow me to “cut and paste” snippets for playback from within PowerPoint or Keynote (assuming I had the speaker’s permission to do so). However, those tools are not installed on my computer at this point.

Caveats

It goes without saying that there are lots of legal and ethical considerations to explore before relying upon recordings for personal memory assists. If you adopt the practice of using digital voice recorders, be sure to explore the legal restrictions and be clear and open with your interviewees about what you’re doing and why…

The rules will be even more specific if you are recording people besides yourself for podcasts.