This reminds me of Jobs To Be Done (http://jobstobedone.org/) interviews style that dig into emotions of why customer switched to a different product.
The interview jumps around the story looking for any events that moved customer to or from new solution, and digs into the emotions associated with each event to get customers to recall all details.
The interview jumps around the story looking for any events that moved customer to or from new solution, and digs into the emotions associated with each event to get customers to recall all details.