Field research can be particularly valuable for customer experience professionals. Businesses can understand how customers interact with their products and services in everyday life. This data-driven approach is needed for a targeted and effective improvement. In this blog, we will understand the meaning of field research, various methods, data collection techniques, advantages and challenges. 

What is A Field Survey in Market Research?

Field research is a qualitative method of collecting real world data directly from your customers or survey participants. The goal is to observe subjects in their natural environment and their interaction with the surroundings. Unlike controlled lab studies, field research aims to capture authentic behaviours, social phenomena, and cultural practices. This approach offers a holistic and a nuanced view in market research. It’s especially valuable for understanding customer experiences, as it explores the motivations behind behaviours in a spontaneous setting, offering insights rooted in real-life dynamics.

One of the primary advantages of a field survey is that it helps you understand your target users and primary customers. This enables marketers to understand how they can curate marketing strategies. 

Methods of Field Research

Field research encompasses a variety of methodologies, each suited to different research objectives and contexts. Here are some of the most commonly used methods:

1. Participant observation

Participant observation is a process where the researcher immerses themselves in the environment of their subjects to observe first hand behaviours and interactions. This method requires the researcher to be both an observer and a participant. Effective observation tips include maintaining objectivity, recording detailed notes, and being unobtrusive.

2. Ethnography

Ethnography is a comprehensive field research method that involves in-depth study of people and cultures. It entails extended periods of observation and interaction, often spanning months or even years. Ethnography is particularly relevant to customer experience for detailed and contextual insights into how customers interact with products and services in their daily lives. Suitable for industries of banking and finance, FMCG and automobile sectors.

3. Digital diary

A digital diary is an important part of ethnographic studies. It can gauge the long term experiences of customers who use a certain product or service. Digital diaries obtain multimedia based responses from users and customers For example, Merren deployed digital diary campaigns for a certain shampoo brand. As per the campaign, women users had to record their experience with the product during the first wash as compared to their 4th or 5th wash. Here, the users could share their experiences via means of video or audio responses that were kept highly confidential for product improvements.

4. Surveys and field interviews

Surveys and field interviews are direct methods of gathering data from participants. Field interviews involve face-to-face interactions. You can obtain nuanced responses through follow-up questions and non-verbal cues. Structuring questions effectively and creating a comfortable environment for respondents can help you get accurate data. Tools and platforms like Merren can facilitate field surveys.

5. Case studies

Case studies involve thorough examination of specific instances or cases within a real-world context. They provide detailed insights into particular phenomena and can be highly valuable in understanding complex issues in customer experience. Conducting effective case studies involves selecting suitable cases, gathering comprehensive data, and analyzing it within the context of the broader research questions.

Examples of Field Research

Real-world applications of field research span various industries and contexts. Here are some illustrative examples:

Customer experience settings

Customer experience field research can gauge how shoppers interact with the environment. For example, a retail company may use participant observation to understand customer behaviours in their stores. This includes how customers navigate the store, interact with products, and make purchasing decisions. Brands can identify pain points and opportunities for improvement. Major retail brands often use this data to shuffle their shelves and increase the in-shop time of customers inside the store. This strategy is often used by food and beverage retailers to increase sales.

Market research surveys

Market research can span across various industries and different types of consumer base. The main observation process happens on-site at locations like stores, malls or events to understand consumer opinions, brand perception, or purchasing decisions. It also includes gathering data by means of creating research campaigns via mobile surveys. These mobile feedback campaigns can collect experiences of people at checkout and after purchase touchpoints.

Healthcare field research 

Healthcare professionals observe patient interactions in clinics or hospitals to improve service delivery and patient care practices. Healthcare research can be long term since it involves critical patient details that can span for a longer time (weeks or months in case of complex cases). It also collects data from online medical stores and websites when customers view medical products or services. However, confidentiality of the data must be maintained to gain a customer’s trust. 

Educational research

Educational research takes on a long term approach to understanding of course and teaching style are in line with the requirements or expectations of students. This entails observing classrooms to understand student behaviours, learning styles, and teacher-student interactions. However, Merren has multiple pre-designed templates to help you collect critical information in the educational sector. You can customize and curate these templates as per your needs. 

Data Collection in Field Research

Detailed methods

Accurate data collection is critical in field research. Key methods include:

• Note-taking: Recording observations and interactions in real-time.
• Audio/Video Recording: Capturing conversations and behaviors for later analysis.
• Digital Tools: Utilizing mobile apps and software for recording and storing data.

Techniques for accuracy

Ensuring data accuracy and reliability involves several techniques:

• Triangulation: Using multiple data sources or methods to validate findings.
• Member Checking: Verifying data and interpretations with participants.
• Reflexivity: Being aware of and accounting for the researcher’s potential biases.

Tools for data storage and analysis

Digital tools play a crucial role in managing field research data. Merren AI helps in organizing, coding, and analyzing qualitative data. Tools for data storage include cloud-based platforms that ensure secure and accessible data management.

Advantages of Field Research

Field research offers several significant advantages:

In-depth analysis

One of the main benefits is the ability to conduct an in-depth analysis of human behavior and interactions. Field research provides context-rich data that helps in understanding the ‘why’ behind certain actions and decisions.

Real-time data collection

Collecting data in real-time within natural environments ensures the information is current and relevant. In-the-moment data reflects actual behaviors rather than recalled or hypothetical responses.

Gathering qualitative data

Field research excels at capturing qualitative data. This provides detailed and nuanced insights that are often difficult to obtain through other methods. This includes understanding emotions, motivations, and social dynamics.

Disadvantages of Field Research

Despite its advantages, field research also presents several challenges:

Researcher bias

Researcher bias can affect the data collected and its interpretation. It is essential for researchers to be aware of their biases and use techniques like reflexivity and triangulation to mitigate them.

Data interpretation

Interpreting qualitative data can be complex and time-consuming. Ensuring accuracy and consistency in coding and analysis is crucial but challenging.

Logistical difficulties

Conducting field research can be logistically challenging, requiring significant time, resources, and planning. Issues such as gaining access to research sites, participant cooperation, and managing data can complicate the process.

Mitigating challenges

Proper planning, training, and resource allocation are essential to address these challenges. Building rapport with participants, using digital tools to streamline data collection. Employee robust data analysis techniques to mitigate potential issues.

Top Field Survey Tools to Capture Data

Discover how Merren CX can supercharge the way you conduct market research and collect customer feedback.

• Get access to 200 survey templates– all easy to customize and compatible across any platform. 
• Access omnichannel platforms of WhatsApp, Facebook messenger, website chatbots, SMS surveys and dynamic emails. Empower CX professionals to collect customer responses in a few clicks. 
• No more cognitive fatigue with Merren’s AI survey builder. Let our AI curate questions for you. All you have to do is customize it and share your campaign. 
• Steer clear of manual work. Opt for smart CRM integrations and automate research surveys at critical touchpoints. 
• Get in-depth analysis of sentiments and responses on the CX dashboard. Our reports are compatible with your preferred BI tools. 
• Smart and simple UI for every CX professional. Merren does not need any technical knowledge to use. Sign up for a 14 day free trial and find out here.  

Conclusion

Field research is a powerful tool for gaining deep, contextually rich insights into human behavior and interactions. Its qualitative nature and focus on natural environments make it particularly valuable for understanding customer experiences. By integrating field research into their methodologies, customer experience professionals can enhance their strategies and make more informed decisions.