Field Research Masterclass
By the founder of Studio D Radiodurans and the author of The Field Study Handbook, this full day workshop will show you how to run international studies to identify new growth opportunities, understand the motivations of international users and drive impact in your organisation.
At Studio D, we believe a project and organization is only as good as the data it ingests. Our approach to field research advances the craft in several ways: from how we build and interact with local teams, to structuring live/work spaces that are optimised for teamwork and sensemaking, to embracing the ethical issues at the front lines of data collection. You’ll develop the skills to understand the underlying motivations that drive user decision making.
Our approach provides a competitive advantage over other forms of data collection, generating the highest quality data and insights, with storyful assets to drive decision making in the project and that live in the organisation long after the project is complete.
The workshop is split into two complementary sessions. The morning focusses on what you bring to the table, and how this maps to project needs, the afternoon shows you how to run international studies to identify growth opportunities, make more informed decisions on local versus global solutions and impact your organisation.
The workshop combines focussed talks, hands-on activities and group discussion, with plenty of unique support material. Each workshop is limited to twenty attendees. Lunch and refreshments are provided.
Field research operates with a single goal: To better understand the world. It starts with a systematic understanding of user needs, placed with their social and cultural context, The insights it generates can effectively impact design, strategy, policy and brand.
While it is often sold as such, spending time with “users”, however we define this term, does not automatically lead an organisation to have greater empathy for the people they are looking to influence and affect. These methods are often applied at scale in corporations and consultancies, where the emphasis is on the mechanics of data extraction rather than quality and intent.
Many factors go into conducting good field research: the team’s starting assumptions, pulling together a strong local crew, knowing where to stay, and selecting the optimal methodological mix to bring in the right data in the right format to apply it to the challenge at hand. But the key to great field research requires an altogether different approach—one that pushes the team and clients to reframe their relationships with one another and their customers.
The Art and Science of understanding
The morning session takes a systematic look at how we make sense of the world. It starts with a personal audit of who you are, your personal, contextual and cultural assumptions, your biases, strengths and blindspots, and how they impact your worldview, and consequently your value to your organisation.
I’ll run exercises that will reveal the nuanced choreography that occurs when humans interact, and what it takes to effectively interview people, on any subject, to effectively draw out the data on which insights are built, and the stories that will drive them through the organisation. We’ll cover what it takes to socially engineer any situation, and why, in most instances you shouldn’t.
I’ll take you through the process of turning data into insights, and ultimately wisdom, amplifying your influence and effectiveness in the organisation.
I’ll show you how to structure fieldwork projects to consistently deliver high quality, cost effective results. We’ll discuss how to position fieldwork to your organisation, whether you’re working as part of an established team, or trying to made a case to your boss to run an international field study for the first time.
- Understand how field studies can inform and inspire your project, provide a competitive advantage to your organisation
- Develop the skills to understand human motivations
- Identify your biases, blind spots, weaknesses and how to address them
- Learn how to generate high quality insights, and what it takes to have lasting influence on your organisation
- Become a more effective storyteller
Who this is for?
Product teams, designers, researchers, insights teams, in agencies, in-house, local and central government.
People who are curious about human interaction, and their place in the world.
The art and science of running international field studies
The afternoon session will reveal how to use international field studies to identify growth opportunities beyond traditional markets, understand the difference between locally and globally relevant solutions, avoid expensive mistakes and PR failures when addressing new markets.
We’ll start with the questions that field studies are adept at answering. You’ll learn how to structure an international field study project, trade-offs, the most common mistakes, and why today most corporate field work falls well short of its considerably potential.
The pace of international work-travel is often intense. The Studio D approach will show you how to ground yourself and your team in any locale, avoid culture shock, leave your team inspired, refreshed and with a sense of purpose.
We’ll start by identifying where in the world you will learn the most, from cultural hotspots to leading edge technology use, the optimal length of time on the ground, and the methods that will be most effective to achieve your goal.
Building on the morning session, I’ll show you how to identify and hire a trusted local team anywhere in the world, to complement strengths, mitigate weaknesses, and best addresses the needs of the project.
I’ll reveal the Studio D participant recruiting process, how to obtain the very best participants, save money on recruiting agencies, and how the local network produced by a project can generate organisational value long after the project is over.
We’ll explore the optimal living and working environment for cross-cultural teams, tasked with data collection, sensemaking, idea generation, prototyping, and evaluation.
Finally, I’ll share how to roll insights back into your core products, and have maximum impact on your organisation.
- Understand how field studies can help you identify your next growth markets, when to tailor products for local needs, and avoid expensive gaffes.
- An approach effectively operate anywhere in the world
- Have maximum impact on your project and organisation
WHO is this for?
The workshop is for anyone creating products and services for an international audience, including: designers, researchers, insights teams, in agencies, in-house, local and central government.
People who are curious about the world.
About Jan Chipchase
Jan is the founder of Studio D. He has unparalleled experience of running international field work projects, to inform and inspire design, strategy, brand and other corporate functions and regularly consults Fortune 500 corporations, startups, nonprofits and governments, from product teams in the trenches to the C-suite.
Previously, Jan was Executive Creative Director innovation consultancy frog where he built the global insights practice, and Principal Scientist at the Nokia Research Center Tokyo.
He wrote, designed and published The Field Study Handbook, that has been described as “The canonical classic reference for cross-cultural research”.
His work is regularly covered in publications such as The New York Times, The Guardian, Die Zeit and The Economist.
ABOUT STUDIO D
Studio D provides international research, design and strategy services to multinational clients with a global remit.
The studio is able to draw on unparalleled international user and consumer research experience from cultural hotspots, to emergent markets, to edge-of-grid communities. The team have hands-on experience running complex projects across the globe from Tokyo to Tehran, Kabul to Cleveland.