Data-driven decisions can sometimes create a seemingly impersonal terrain. However, at the heart of every data point, every trend, and every market insight lies the human experience. In market research, the heroes capturing this experience are the Fieldwork Market Researchers. They stand at the nexus of technology and tradition, where the rubber meets the road.

A field researcher’s role involves immersing themselves in specific areas to observe and study individuals closely. They must document their findings, facilitating the broader research process meticulously. As they traverse diverse localities, they understand various subjects and discern the triggers behind specific behaviours. Ensuring data integrity, they validate its comprehensiveness and accuracy. They also design surveys to refine the accuracy of the research conclusions when responded to by selected participants.

Unveiling the On-Ground Heroes

Most corporations value quantitative data —the vast numbers that quantify market trends. However, understanding the qualitative nuances behind these numbers is where the real magic happens. Fieldwork Market Researchers weave through communities, understanding people, cultures, and behaviours, serving as the bedrock of authentic insights.

What Does a Fieldwork Market Researcher Do?

  1. Primary Data Collection: In the town of Ooty, India, a market researcher discovered that despite digital advancements, most of the local population preferred buying FMCG products from local markets due to the trust factor. This insight isn’t something an online survey would reveal. Being on the ground means uncovering hidden behaviours, often overlooked in datasets.
  1. Engaging with Respondents: On the streets of New York, direct interactions allowed researchers to uncover that millennials favoured experiences over physical products. Such intricate details emerge from casual chats, keen observations, and spontaneous interactions.
  1. Ensuring Data Authenticity: Data’s credibility is its currency. With the surge in misinformation, the fieldwork researcher’s role in verifying on-ground realities has never been more crucial. Their validation processes ensure the data’s integrity and relevance.
  2. Collaborating with the Central Team: This is a real-time relay race. As the field researcher collects data, they’re in constant touch with their central team —it’s a symbiotic relationship ensuring timely, accurate, and effective data dissemination.

Skills Essential for a Fieldwork Market Researcher

Interpersonal Skills: By engaging in casual conversations about weather and local festivals, fieldwork researchers can make respondents comfortable, leading to more genuine responses.

Observational Skills: Skilled fieldwork researchers have great observational skills. In Tokyo, for instance, while researching local retail behaviours, a fieldwork researcher noticed how the elderly often shopped in the late mornings to avoid crowds, offering valuable insights into retail strategies for aged consumers.

Data Recording Accuracy: A slight misrepresentation can skew results. Fieldwork researchers ensure they capture every response and emotion, raw and unfiltered.

Cultural Sensitivity: While working in the Middle East, fieldwork researchers must adapt to local customs, ensuring their questions are framed respectfully, leading to a more cooperative and insightful interaction.

Problem-solving: Fieldwork often throws curveballs. From navigating through sudden political rallies in Brazil to understanding the effects of monsoons on shopping behaviours in Thailand, a researcher’s agility is constantly tested.

Adaptability: Whether switching from a formal questionnaire in a corporate setting in London to a casual chat over tea in Vietnam, fieldwork researchers should be able to shift gears quickly. 

A Typical Day for a Fieldwork Market Researcher

Field research, often called primary research, is a direct method of collecting data straight from the source. This methodology contrasts desk-based research, where the researcher relies on previously gathered data. So, let’s look at a typical day in the life of field researcher Maria.

Morning: Pre-fieldwork Prep: Maria begins her day sifting through her notes from yesterday, ensuring her recorder has ample charge, and mentally preparing for the day’s interactions.

Mid-Morning to Afternoon: On the Ground

  • Engaging with shop owners in the Netherlands, understanding the effects of global tourism on local businesses.
  • Observing pedestrian behaviours in pedestrian-only zones in Amsterdam and gauging their shopping patterns.
  • Syncing with her central team in real-time, ensuring the data’s seamless flow.

Late Afternoon: Data Organisation: Maria organises her findings back at her temporary workstation, meticulously labelling them for easy access and interpretation.

Evening: Reflection and Planning: Maria reflects on her day over a local brew. She plans her next day, identifying areas she might have missed or respondents she might need to revisit.

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Let’s delve deeper into the diverse methods of field research:

Participant Observation: Here, researchers immerse themselves into a particular setting or group, often incognito, to observe and understand the dynamics, behaviours, and interactions without intervening. Anthropologists studying tribal cultures often use this method.


Direct Observation: Unlike participant observation, researchers don’t become a part of the group or setting but observe from a distance. This method is particularly useful when intervention might alter the natural behaviour of subjects.

Surveys and Questionnaires: These are structured tools that capture specific data from respondents. They can be conducted face-to-face, over the phone, or even online. The advantage lies in the ability to collect data from many participants quickly.

Interviews: This involves a face-to-face or telephonic conversation where researchers ask respondents open-ended questions. Interviews can be structured (with predefined questions) or unstructured (like a conversation).

Case Studies: Focused on an individual case or scenario, researchers study it in depth to glean insights. This method is commonly used in clinical psychology or when examining specific phenomena.

Ethnographic Studies: An extension of participant observation, ethnography involves studying an entire culture or subculture. Researchers typically live with the community for extended periods, aiming to understand their customs, behaviors, and social norms.

Experiments: Field experiments are conducted in natural settings that test hypotheses in real-world scenarios. Researchers might introduce a change to a specific variable and observe its effects.

Focus Groups: Small, diverse groups discuss a specific topic under the guidance of a moderator. The interactive nature allows researchers to dive deep into perceptions, opinions, and attitudes.

Steps in Field Research

Conducting field research requires meticulous planning and execution. Let’s outline the steps involved:

Identify the Research Problem: Clearly define what you aim to study. This forms the foundation upon which your research is built.

Review Existing Literature: Before venturing out, understand what’s already known. This step helps refine your research question and ensures you’re not replicating work.

Choose a Methodology: Select the most appropriate field research method based on the nature of your research problem and objectives.

Develop a Research Plan: Outline how to conduct your research, considering aspects like location, participants, time frame, and equipment needed.

Select a Sample: Decide on the participants for your research. They could be randomly selected or chosen based on specific criteria.

Collect Data: Using your chosen method, gather data. Ensure that you remain unbiased and consistent in your approach.

Validate Data: Check the data for accuracy and completeness. If using surveys, check for any inconsistencies or contradictory responses.

Analyze Data: Interpret the gathered data, draw connections, identify patterns, and derive insights.

Report Findings: Synthesise the analysed data into a cohesive report, highlighting key insights, challenges, and potential implications.

Review and Feedback: Share your findings with peers or experts in the field for review. Their feedback can offer new perspectives or identify areas of improvement.

Draw Conclusions: Based on your findings and feedback, draw definitive conclusions. This might also lead to further questions, paving the way for future research.

Challenges Faced by Fieldwork Researchers and Strategies to Overcome Them

Embarking on fieldwork research is akin to setting sail in uncharted waters. The thrill of discovery often comes hand-in-hand with myriad challenges. Understanding these challenges and devising strategies to surmount them is pivotal for effective research.

1. Cultural Barriers:

Challenge: Fieldwork researchers, especially in ethnographic studies, might grapple with understanding local customs, languages, and norms, which can lead to misinterpretations or even inadvertently offend people.

Strategy: Adequate preparatory training in the local language and customs can be invaluable. Engaging local assistants or interpreters who understand the community can also bridge the cultural gap.

2. Logistical Hurdles:

Challenge: Field researchers often encounter logistical issues, be it accessing remote locations, finding suitable accommodation, or procuring necessary equipment.

Strategy: Comprehensive pre-fieldwork planning, backed by thorough observation, can help anticipate and mitigate such challenges. Having a flexible itinerary is also useful, allowing for adjustments as needed.

3. Data Authenticity and Accuracy:

Challenge: Ensuring the data collected is genuine and error-free can be daunting, especially in unfamiliar environments.

Strategy: Using multiple data collection methods (triangulation) can validate findings. Regular audits and peer reviews also bolster data credibility.

4. Resistance from Participants:

Challenge: Many communities or individuals might hesitate to share information, fearing misuse or misunderstanding.

Strategy: Building trust is paramount. This involves being transparent about research intentions, ensuring participants’ anonymity, and sometimes seeking the endorsement of local leaders or influencers.

5. Physical and Mental Fatigue:

Challenge: Extended periods in the field, especially in challenging environments, can lead to exhaustion, affecting the quality of research.

Strategy: Regular breaks, adequate rest, and self-care routines can help researchers stay refreshed. Having a support system, be it colleagues or locals, can also alleviate feelings of isolation.

6. Ethical Dilemmas:

Challenge: Researchers might encounter practices or beliefs that conflict with their personal or societal norms.

Strategy: Adhering to a strict ethical code is vital. This means respecting local customs without imposing personal beliefs and ensuring that research doesn’t harm the community.

7. Rapidly Changing Scenarios:

Challenge: In dynamic environments, situations can evolve rapidly. Political upheavals, natural calamities, or social disruptions can derail research plans.

Strategy: Staying informed, having contingency plans, and being adaptable are crucial. In volatile situations, prioritising safety over research is essential.

8. Financial Constraints:

Challenge: Fieldwork can be financially taxing, especially in remote or prolonged scenarios.

Strategy: Securing grants, collaborating with local institutions, or crowd-funding can be explored. Efficient budget management and prioritising key research aspects also alleviate financial strain.

9. Data Overload:

Challenge: In their zeal, researchers sometimes gather excessive data, leading to analysis paralysis.

Strategy: Clearly defined research objectives act as a compass, guiding data collection. Regular interim analyses can also help identify data gaps or redundancies.

10. Technology Failures:

Challenge: Equipment malfunction, data loss, or lack of proper tools can hinder research.

Strategy: Regular equipment checks, data backups, and redundancy plans (like spare devices) can counteract such challenges.

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Final Thoughts 

While the journey of a fieldwork researcher is fraught with challenges, the combination of preparation, adaptability, and resilience transforms these hurdles into stepping stones, leading to insightful discoveries.

Yet, so often, fieldwork researchers provide the information brands already have, and even if some findings are new, they are not what the client was looking for. 

Let’s take the example of a gaming company that wants to use market research to uncover consumer insights. 

An executive at a top gaming company felt his understanding of player segments was surface-level. While he had basic strategies in place—catering certain games to teens, some to adults, others to families, and a few to solo players—he wanted a more layered approach. He hired a research agency to delve into the gaming market to gain this.

The outcome, though detailed, didn’t impress him. The gaming landscape was well-researched, with over 200 similar studies. These studies repeatedly highlighted that most gamers were male, had disposable income, were tech-savvy, lived in urban areas, and fell within the young to middle-aged bracket.

The fresh insights from his study weren’t actionable either. He knew women played their games less than men, but the reasons remained elusive. Was it the appeal of the game? Or other external deterrents? And regarding the age disparity, were middle-aged players feeling neglected, or were they simply too preoccupied with life responsibilities like family? The data told him who wasn’t playing but not how to engage them.

The researcher’s approach further confounded the issue. To gauge player loyalty, the focus was on the frequency with which players shifted between games. But he was more interested in predicting future gaming behaviours. Which new releases would they gravitate toward next?

Both the executive and the researcher were at fault for the unsatisfactory outcome. Collaboration is the key to effective research, a principle underscored by countless studies on research outcomes.

Traditionally, the process begins with problem definition, followed by methodology design, tool development, and actual research. The executive would then act on the findings. However, this sequence often results in ambiguous post-research action steps, leading to misaligned results.

A more pragmatic method involves inverting this approach. This procedure underscores close collaboration between the researcher and decision-makers, ensuring relevant and actionable findings.

Usually, research is expected to have two non-immediate action scenarios. First, when it’s foundational, it serves as a precursor for future exploration. Second, when it’s focused on refining the way questions are framed, research should ideally have clear action implications outside these.


Here are the steps to ensure the same:

  • 1. Begin by understanding how findings will be utilised.
  • 2. Design the final report’s content and appearance.
  • 3. Pinpoint the necessary analyses.
  • 4. Identify the kind of data these analyses would require.
  • 5. Examine existing data sources for any readily available data.
  • 6. If unavailable, then craft the tools and sampling strategy to acquire the necessary data.
  • 7. Conduct fieldwork, ensuring alignment of data with the predefined needs.
  • 8. Analyze the data, draft the report, and let it guide subsequent actions.

Fieldwork Market Researchers are more than just data collectors. They are storytellers, cultural bridges, and the very embodiment of the voice of the market. Their dedication ensures companies remain grounded, relevant, and attuned to their audience’s heartbeat.

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Field studies are crucial in providing brands with insights into customer behaviour, preferences, and attitudes. With the increasing accessibility of digital tools and mobile technology, conducting field studies has become more cost-effective than ever before. However, planning and executing a successful field study can still be challenging and requires careful consideration of various factors, such as selecting the right location, recruiting participants, choosing the correct research methods, and managing logistics. 

Fieldwork or field studies are also commonly referred to as field research, field investigations, field surveys, or field observations. These terms all refer to research conducted outside of a controlled setting. They involve collecting data through observation, interviews, or other methods in a real-world context.

This blog post will provide insider tips and best practices for conducting effective field studies that yield reliable and actionable data. Whether you are an experienced market researcher or a newcomer to the field, this post will cover everything you need to know to execute a successful field study and gain insights that can inform your business decisions.

Planning for Data Analysis

Planning for data analysis is an essential aspect of conducting a successful field study. By considering data analysis before beginning the field study, you can ensure that your research objectives are aligned with your analysis goals and that you select appropriate analysis methods.

Here are some tips for planning for data analysis before beginning your field study:

  1. Define research objectives: Clearly define your research objectives before beginning the field study. Your research objectives should guide your analysis goals and help you to identify the most important data to collect.
  2. Identify data sources: Identify the sources you will use to answer your research questions. This may include survey data, observational data, or other types of data.
  3. Select appropriate analysis methods: Select appropriate analysis methods based on your research objectives and data sources. This may include statistical analysis, content analysis, or other analysis methods.
  4. Consider potential limitations: Consider the limits of your data and analysis methods. For example, if you are collecting data through surveys, consider response bias and other factors that could impact the accuracy of your data.
  5. Plan for data visualisation: Before beginning the field study, plan for data visualisation. This will help you clearly and concisely communicate your research findings and identify key insights.
  6. Use software tools: Consider using software tools to help you with data analysis. This can help streamline the analysis process and ensure that you use appropriate analysis methods.

Selecting the Right Location

Choosing the right location for your field study is critical to its success. Your chosen location should be relevant to your research objectives, accessible to participants, and feasible regarding logistics and budget. 

Researchers have found that the location of a field study can significantly impact the results. For example, when testing consumer products, researchers found that participants in rural areas preferred different products than those in urban areas. This highlights the importance of selecting the right location for your study.

Another example is a study conducted by the World Health Organisation on the prevalence of obesity in different countries. The study found that the prevalence of obesity varied significantly between countries and regions, emphasising the importance of selecting the right location for your research to ensure that the results are relevant and representative.

Here are some factors to consider when selecting a location for your field study:

  • Relevance: The location should be relevant to your research objectives. For example, suppose you are conducting a study on the effects of urbanisation on the environment. In that case, you may want to select a city or a specific urban area as your study location.
  • Accessibility: The location should be accessible to participants. If you are conducting a study on consumer behaviour, you may want to choose a place easily accessible by public transport or car.
  • Feasibility: The location should be feasible in terms of logistics and budget. For example, if you are conducting research in a remote area, consider factors such as accommodation and transportation costs.
  • Diversity: Consider choosing a location that represents a diverse population. This helps ensure that your results are representative of a broader population.
Consumers-are-taking-control-of-their-well-being-with-wearable-tech

Recruiting Participants

Recruiting the right participants for your field study ensures that your research yields accurate and actionable data. The participants you select should be representative of the population you want to study and have the knowledge and experience necessary to provide valuable insights.

Here are some tips for recruiting participants for your field study:

  1. Use online platforms: Social media platforms like Facebook, Twitter, and LinkedIn can be great tools for recruiting participants. You can post about your study and ask participants to complete a survey or contact you directly.
  2. Leverage existing networks: Reach out to your existing networks, such as friends, colleagues, and industry contacts, to see if they know anyone interested in participating in your study.
  3. Offer incentives: Consider offering incentives such as gift cards, discounts, or cash to participants. This can be a great way to incentivise participation and ensure that you get a good response rate.
  4. Use screening criteria: To ensure that you recruit the right participants for your study, use screening criteria to filter out those who do not meet your requirements. For example, if you are studying consumer behaviour, you may want to screen participants based on age, income level, or purchasing habits.
  5. Reach out to professional organisations: If you are conducting a study in a specific industry, contact professional organisations and associations to see if they can help recruit participants. These organisations may have email lists or social media groups that you can use to reach a relevant audience.
  6. Consider using an agency: If you need help recruiting participants, consider using a market research agency. These agencies specialise in finding and screening participants for research studies and can be an excellent resource for finding the right participants.

Choosing the Right Research Methods

Once you have selected the right location and recruited participants, the next step is to choose the right research methods for your field study. 

You can use many different research methods in a field study, and the method you choose will depend on your research objectives, the type of data you want to collect, and the resources available.

Here are some common research methods used in field studies:

  • Interviews: Interviews are a common research method used in field studies. Interviews can be structured or unstructured and conducted face-to-face or over the phone. Interviews are a great way to gather detailed information about participants’ thoughts, feelings, and experiences.
  • Surveys: Surveys are a popular research method used in field studies. Surveys can be conducted online, in person, or over the phone. Surveys can be used to gather quantitative data and can be a great way to collect data from a large number of participants.
  • Observational research: Observational research involves observing participants in their natural environment. Observational research can be conducted using video or audio recordings and can be a great way to gather data on participants’ behaviour and interactions.
  • Focus groups: Focus groups involve bringing together a group of participants to discuss a specific topic. Focus groups can be a great way to gather in-depth insights and opinions from participants and can be used to gather both qualitative and quantitative data.
  • Case studies involve conducting an in-depth analysis of a specific participant or group. Case studies can be a great way to gather detailed insights into a particular topic or issue.

When choosing the correct research method for your field study, consider your research objectives, the type of data you want to collect, and the resources available. Choosing a method that is appropriate for your research goals and will yield accurate and actionable data is important.

Managing Logistics

Managing logistics is another critical aspect of conducting a successful field study. Logistics refers to the arrangements and coordination required to execute your study, including transportation, equipment, and communication.

Here are some tips for managing logistics for your field study:

  1. Transportation: Ensure you have reliable transportation to and from your study location. Consider renting a vehicle or hiring a driver to ensure you can get to your site on time and your participants can get to the location easily.
  2. Equipment: Ensure you have all the equipment you need for your study, such as cameras, audio recorders, and survey tools. Test your equipment before your research to ensure that it works properly.
  3. Communication: Ensure you have a reliable communication system to stay in touch with your team and participants. This may include mobile phones, Slack channels, or even walkie-talkies in remote areas without cell service.
  4. Accommodation: If your study location is far away, consider accommodation options for yourself and your team. Book accommodation in advance to ensure you have a comfortable and convenient place to stay.
  5. Food and water: Ensure you have enough food and water for yourself and your team during the study. Bring snacks, water bottles, and other essentials to keep everyone fueled and hydrated.
  6. Contingency plans: Have contingency plans in place in case of unforeseen events such as bad weather or equipment failure. Ensure that everyone on your team knows what to do in an emergency.

Ensuring Ethical Conduct

As with any research, ensuring that your field study is conducted ethically is essential. Ethical considerations are crucial in field studies because they often involve real-world situations and interactions with participants.

Here are some tips for ensuring ethical conduct in your field study:

  1. Informed consent: Ensure all participants provide informed consent before participating in your study. Informed consent means that participants understand the purpose of the study, what they will be doing, and any risks or benefits associated with participating.
  2. Confidentiality: Ensure that participants’ privacy and confidentiality are protected. This includes ensuring that any personal information is kept confidential and that participants’ identities are protected.
  3. Avoid coercion: Do not use coercion or pressure to convince participants to participate in your study. Participants should be free to choose whether or not to participate.
  4. Debriefing: Debrief participants after the study to ensure that they understand the purpose of the research and to address any concerns or questions they may have.
  5. Data handling: Ensure that all data is handled following ethical guidelines. This includes ensuring that data is stored securely and that any identifying information is removed from the data.
  6. Institutional review: Consider seeking an institutional review of your study to ensure it meets ethical guidelines and regulations.

Analysing and Interpreting Results

Once you have collected your data, the next step is to analyse and interpret your results. Proper analysis and interpretation are critical to ensuring you can draw accurate conclusions and make informed decisions based on your research findings.

Here are some tips for analysing and interpreting your field study results:

  1. Use statistical analysis: If you are collecting quantitative data, use statistical analysis to identify patterns and trends in your data. Statistical analysis can help you to identify relationships between variables and to make predictions based on your data.
  2. Use qualitative analysis: If you are collecting qualitative data, use qualitative analysis to identify themes and patterns in your data. Qualitative analysis can help you to understand participants’ experiences and perceptions and to identify key issues and insights.
  3. Compare your results: Compare your results to your research objectives to ensure that you have achieved your research goals. Compare your results to previous studies and research to gain a broader perspective on your findings.
  4. Interpret your results: Interpret your results to draw conclusions and to identify actionable insights. Consider the implications of your findings for your business or organisation and how you can use your research to inform your decisions.
  5. Communicate your results: Communicate your results clearly and concisely, using visual aids such as charts and graphs to help illustrate your findings. Ensure that your results are accessible to a non-technical audience.

Tips for Effective Communication

Effective communication is essential to ensure your research findings are understood and used to inform business decisions. Here are some tips for communicating your research findings effectively:

  1. Identify key insights: Identify the key insights that emerged from your field study. This may include trends, patterns, or significant findings that have important implications for your business.
  2. Tailor your message: Tailor your message to different audiences. Depending on the audience, you may need to adjust your language, tone, and level of detail to ensure your message is understood and resonates with them.
  3. Use visuals: Use charts, graphs, and infographics to help illustrate your findings. Visuals can make complex data more accessible and help communicate your research findings in an engaging and visually appealing way.
  4. Provide context: Provide context for your research findings by explaining the research methods used and any limitations of the data. This helps ensure that your findings are interpreted accurately.
  5. Highlight actionable insights: Highlight actionable insights that can inform business decisions. This may include new product or service recommendations, marketing strategy changes, or business operations adjustments.
  6. Keep it concise: Keep your message brief and to the point. Avoid using jargon or technical language that may be confusing to non-experts.

Procter & Gamble’s Case Study on Laundry Detergent in India

Procter & Gamble (P&G), a global consumer goods company, conducted a field study in India to gain insights into consumer preferences for laundry detergent. 

The study was conducted in two phases: the first involved ethnographic research to understand consumers’ habits and preferences, and the second involved product testing to identify the most preferred products and ingredients.

The ethnographic research involved visiting households in urban and rural areas to observe consumers’ laundry habits, including how they washed their clothes and what types of detergent they used. The researchers also conducted in-depth interviews with consumers to understand their attitudes and perceptions toward laundry detergent.

The study revealed that many consumers in India preferred to hand-wash their clothes, particularly in rural areas where access to washing machines was limited. Consumers were also concerned about the quality and safety of the products they used and the cost and availability of these products.

Based on these insights, P&G developed a new product line of detergent specifically designed for hand-washing. The detergent was formulated with ingredients that were effective at removing stains and dirt but were gentle on fabrics and safe for hand-washing. The detergent was also affordable for consumers in rural areas and made available through local distribution channels.

The new product line was a success, with sales surpassing expectations and exceeding those of competing products in the market. The new product line’s success also helped increase P&G’s market share in India and improve its reputation among consumers.

The key takeaways from P&G’s field study include the following:

  • Ethnographic research can provide valuable insights into consumer habits and preferences, particularly in emerging markets.
  • Hand-washing is a common laundry practice in India, particularly in rural areas.
  • Consumers in India are concerned about the quality, safety, cost, and availability of laundry detergent.
  • Developing a product line that caters specifically to the preferences and needs of consumers in emerging markets can be a successful strategy for companies operating in these markets.

P&G’s field study in India demonstrates the potential for field research to inform product development and marketing strategies. By understanding consumer preferences and needs deeply, companies can develop products that cater to specific markets and improve their reputation among consumers.

Best Practices for Field Research

Conducting successful field research requires careful planning, attention to detail, and a willingness to adapt to unexpected situations. Here are some best practices for conducting field research:

  1. Develop a research plan: Develop a detailed research plan that outlines your research objectives, research methods, data collection strategies, and timeline. This will help you stay focused and organised throughout the field study.
  2. Build relationships with participants: Building positive relationships with your participants is crucial to the success of your field study. This may include establishing trust, being respectful, and communicating clearly and effectively.
  3. Choose appropriate research methods: Choose appropriate research methods that are aligned with your research objectives, and that will yield accurate and actionable data. This may include surveys, interviews, or observational studies.
  4. Manage logistics effectively: Managing logistics effectively is critical to the success of your field study. This may include selecting the right location, recruiting participants, arranging transportation, and ensuring all equipment works.
  5. Be adaptable: Be prepared to adapt to unexpected situations. This may include changes in weather, unexpected participant behaviour, or equipment failure. Being flexible and versatile can help ensure your field study stays on track.
  6. Ensure ethical conduct: Ensure that your field study is conducted ethically and that participant privacy and confidentiality are protected. This includes obtaining informed consent, ensuring all data is handled following ethical guidelines, and debriefing participants after the study.
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Challenges and Limitations

While field studies can provide valuable insights into consumer behaviour, several challenges and limitations are associated with conducting them. 

Here are some of the most common challenges and limitations that researchers should be aware of:

  1. Selecting the right location: The right site for your field study can be challenging. You must ensure the location is accessible, safe, and representative of your target audience. Additionally, the location may impact participants’ behaviour, which could affect the accuracy of your data.
  2. Recruiting participants: Recruiting participants for your field study can be challenging, particularly if you are targeting a specific population. You may need to use various recruitment methods, such as social media, referrals, or online panels, to ensure you reach your target audience.
  3. Managing logistics: Managing logistics for your field study can be time-consuming and resource-intensive. This includes arranging transportation, coordinating schedules, and ensuring that all equipment is in working order.
  4. Limitations of the data collected: The data collected in a field study may have limitations. For example, if you are conducting an observational study, you may only be able to observe behaviour but need help understanding why participants behave in a certain way. Additionally, participant bias, response bias, or environmental factors may impact the data collected.
  5. Analysing and interpreting results: Analysing and interpreting results from a field study can be complex. Researchers need to use appropriate analysis methods and consider the potential limitations of the data.
  6. Ethical considerations: Conducting a field study requires ethical considerations to ensure that participants are treated fairly, and their privacy is protected. This includes obtaining informed consent, ensuring that participant data is kept confidential, and debriefing participants after the study.

Outsourcing Fieldwork to a Market Research Agency

Conducting a field study can be a time-consuming and resource-intensive process. Outsourcing fieldwork to a market research agency can alleviate some of the burdens of running a field study while ensuring you get the data and insights you need to inform your business decisions.

Here are some reasons why outsourcing fieldwork to a market research agency can be a good idea:

  1. Expertise: Market research agencies have expertise in designing and executing field studies. They have experience in selecting the right location, recruiting participants, choosing appropriate research methods, and managing logistics. They also have the tools and resources to conduct the study efficiently and effectively.
  2. Access to participants: Market research agencies have access to a wide range of participants, including those that may be difficult to recruit on your own. They also have experience screening participants to ensure they meet your research criteria.
  3. Cost-effective: Outsourcing fieldwork to a market research agency can be cost-effective. The agency has the resources and expertise to conduct the study efficiently, which can help to minimise costs associated with running the study in-house.
  4. Time-saving: Outsourcing fieldwork to a market research agency can save time. The agency can handle all aspects of the study, including recruiting participants, managing logistics, and analysing results, freeing up your time to focus on other aspects of your business.
  5. Quality control: Market research agencies have quality control processes to ensure that the study is conducted ethically and that the data collected is accurate and actionable.

Key Takeaways

Conducting a successful field study requires careful planning, attention to detail, and a willingness to adapt to unexpected situations. Researchers can conduct studies that yield accurate and actionable data by following best practices for field research, planning for data analysis, effectively communicating research findings, and addressing challenges and limitations.

Outsourcing fieldwork to a market research agency can provide several advantages, including access to specialised expertise, resources, and technology. When outsourcing, it is essential to carefully select an agency with experience conducting field studies in your industry and geographic region.

  • Develop a detailed research plan outlining research objectives, methods, data collection strategies, and timeline.
  • Building positive relationships with participants is crucial to the success of your field study.
  • Select appropriate research methods that are aligned with research objectives, and that will yield accurate and actionable data.
  • Managing logistics for your field study can be time-consuming and resource-intensive.
  • Be prepared to adapt to unexpected situations and changes.
  • Ethical considerations are important, and researchers must ensure that participants are treated fairly and that their privacy is protected.
  • Carefully select an agency with experience conducting field studies in your industry and geographic region.

Kadence International has over 30 years of experience in market research and has conducted field studies all over the globe. We would love to partner with you on your next field study. Contact us or submit your research brief.

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India is a diverse country having 29 States and seven Union Territories covering more than 600 districts, roughly 8,000 towns, and more than 0.6 million villages. The villages are spread over 3.2 million square kilometres supporting 65% of India’s total population. There is vast heterogeneity in population characteristics due to socio-cultural factors, caste-based divisions, and religious and linguistic diversity. 

Specifically, in the Indian context, ensuring data capturing, and research methodologies are amenable to different languages, literacy levels, and differentiated access/familiarity with the internet is critical. 

For the above reasons, research and data collection become a challenging task and calls for a robust and representative methodology to mirror India’s diversity.

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Key Challenges in Research & Data Collection

Given India’s cultural and geographical diversity, some of the critical challenges for marketers and researchers in designing a survey for rural India are listed below:

1.   Reach: As per Census 2011, nearly 58 percent of India’s rural population resides in 115,080 villages having a population of 2000+. This effectively means that roughly 80% of the total villages in India are small or very small in size, inhabiting less than 2000 people. Looking at tapping rural markets, last mile connectivity with end consumers is a big challenge for FMCG players. Similarly, reaching the vast network of 33 million retail outlets in rural India is a challenge for companies, given the high distribution cost. Therefore, focused, and targeted reach is a priority in accessing rural markets. The survey design needs to factor in this critical consideration when designing the scope of research and sampling methodology.  

2.   Commercial Viability: It is estimated that 85,000 large villages in India account for 40% of the total population and 60 percent of the total consumption of FMCG categories. The skewness in demographic profile and purchasing power further limits the scope to cover the whole of Rural India for reasons of commercial viability. 

3.   High degree of heterogeneity: “A one size fits all approach” does not work well when designing a survey or methodology for rural India. For example, poor and backward States like Bihar, Uttar Pradesh, West Bengal, and Madhya Pradesh have more than 75-80% of their total population living in rural areas, whereas urbanized States like Tamil Nadu, Maharashtra, and Telangana and more equitable in terms of distribution. Therefore, each State has its unique demographic and socio-cultural profile, which must be kept in mind while designing the sampling methodology in any primary research survey. 

4. Gender Inclusivity: Females are vital consumers and influencers of product categories in Rural India, but men are likely to be key purchasers. Therefore, “whom to interview” becomes a pivotal question to answer while designing a survey. 

5.   Linguistic Diversity: India has 22 official languages besides numerous local languages, dialects, and colloquial words. Therefore, linguistic compatibility becomes essential for survey administration in Rural India. 

 Methodologies for Rural Research 

Some factors merit consideration while designing a methodology representative of the diversity of Rural India and are listed below:

  1. Regional Representation
  2. Adequacy of Sample Size
  3. Defining “Rural” and therefore a selection of villages 
  4. Other Imperatives

1.   Regional Representation 

In a vast and diverse country like India, robustly researching rural consumers requires reflecting heterogeneity and ensuring representativeness. For example, people in the North have attitudes and behaviours that are distinctly different from the population in the South. Similarly, other regions also have socio-cultural nuances that often colour their opinions and attitudes, especially on sensitive issues. 

Therefore, selecting Socio-Cultural Regions or SCR-s is often the starting point to decoding rural consumer behaviour. The regions make it easier to contextualize people and their behaviour for prevalent agrarian practices, social and cultural nuances, and crop-season-driven income and consumption patterns. 

2.   Adequacy of Sample 

The population spread for different States in India varies a lot. For example, the most populous State, Uttar Pradesh, accounts for almost 15% of India’s population. On the other hand, the tiny State of Goa accounts for less than 0.5% of India’s population. Therefore, in a pan-India or multi-State survey, stratification of a sample by State becomes essential. Generally, States are categorized into different population bands such as high population states, medium population states, and low population states. The sample is then fixed for each band in terms of their population size to ensure adequate representativeness. 

The sample size would also depend on other factors such as the granularity of data required within a State, and heterogeneity of population characteristics within a State et al.  

3.   Defining Rural 

The Census of India defines a rural village as a settlement that has the following three characteristics:

  • A population of fewer than 5,000 people
  • <75 percent of the male population employed in non-agricultural activities and 
  • Population density of fewer than 400 people per square kilometre

However, for commercial purposes, this vast and huge area coverage is logistically challenging to cover for any marketing company. Therefore, for practicality and feasibility, different definitions of rural are followed. For most companies, the “hub and spoke model” defines rural coverage as mapped to their distribution channels. They consider villages in the immediate vicinity or within a defined radius of the feeder towns. Last mile connectivity is a challenge for most companies in Rural India. Covering interior or remote parts of rural is not considered to be a viable option. Villages at the periphery of small towns/feeder towns that can be accessed easily become the “immediate” potential for targeting Rural India. This is also called the “Ringing Method” of village selection. 

The above has a profound implication for researchers in terms of designing a suitable methodology and, more importantly, for deciding on an appropriate sampling methodology for the research.  

4.   Other Imperatives: There are a few other imperatives that one must be cognizant of while designing rural research methodologies: 

o  Permissions: Before any fieldwork in villages starts, it is crucial to approach the village head called the “Sarpanch” to apprise them of the survey and its objectives and take approval to conduct fieldwork. This is a formal authorization from the village head that they have been informed about the study and grant their formal permission. 

o   Village Map: You are required to draw a rough map of the village before the start of fieldwork to understand the village’s layout and the critical physical structures —like the hospital, school, panchayat office, temple, or any other place of worship. The team supervisor generally does this exercise with the help of a local person from the village, such as the sarpanch/ schoolteacher or any other elderly person. As the rural dwellings/ households in a village are not structured or follow a pattern (unlike the urban dwellings), the maps also help sample and select clusters/households in that village. 

o   Use of colloquial terms: Given the linguistic diversity of Indian States, specific phrases or words have colloquial interpretations. Therefore, for ease of understanding and comprehension of questions by the respondents, it is generally recommended that local phraseology is inserted into the instrument basis inputs from an informed local person such as the schoolteacher. 

With the focus of multinational companies and marketers now shifting to rural consumers, rural market research in India will likely increase spending in the near future. It augurs well for market research companies to actualize this opportunity to sharpen their research methodologies with rural consumers in mind. At the same time, researchers should be mindful of some of the challenges of rural research, such as low literacy levels, low tech savviness, poor connectivity, and a heterogeneous population, while designing research methodologies for this group. 

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