The Field Study Handbook
Publisher summary
The comprehensive how-to, why-to guide to running international field research projects. The Handbook is for anyone that needs to understand users, customers, people across markets, geographies and cultures.
The Handbook reveals how to:
- Build and lead trusted multicultural teams, anywhere in the world.
- Run a field study from pitch to deliverable, initial hypothesis to becoming organisational wisdom.
- Learn how to read contexts, identify patterns of behaviour, decode cultures, and generate insights that inform and inspire product, brand, strategy, policy, and communications.
- Pinpoint the difference between local, regional, and globally relevant solutions.
- Challenge minds, flutter hearts, and make a difference.
Table of contents
- Part 1: Planning
- Chapter 1. Introduction
- Chapter 2. Models Of Research
- Chapter 3. The Fundamentals
- Chapter 4: Recruiting Participants
- Chapter 5: Team
- Chapter 6: Managing Risk
- Part two: Field methods
- Chapter 7: Approaches
- Chapter 8: Interviews
- Chapter 9: Mapping, Logging & Inventories
- Chapter 10: Surveys
- Chapter 11: Rapid Calibration Techniques
- Part three: In the field
- Chapter 12: Popup Studios
- Chapter 13: Data Collection
- Chapter 14: Constructs
- Chapter 15: Dynamics & Flow
- Part four: Implementation
- Chapter 16: Sensemaking
- Chapter 17: Deliverables
- Chapter 18: Sharing
- Chapter 19: Impact
- Chapter 20: Reflecting Forward
- Appendices