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1 
FIELD WORK 101 
WHAT TO EXPECT
2 
AGENDA 
INTERVIEW FLOW 
TIPS AND TRICKS 
DEBRIEF 
SIGN UP
3 
INTERVIEW FLOW
4 
INTERVIEW FLOW 
WHAT TO EXPECT 
BREIFING 
Each participant has a customized discussion guide. We will brief you on everything you need to know about 
the participant. Try to watch some of your participant’s videos before you go in the field. 
INTRODUCTIONS 
We will introduce you to the participant. Relax, have fun, and smile. Remember that to the participant we are 
all generic researchers…no one here works at Bose. 
SETTING UP EQUIPTMENT 
Your main job in the field is to help with equipment. You will be responsible for setting up the video camera, 
turning on the voice recorder, and taking photos. The researcher will explain all of these things to the 
participant and ask for permission. We will give you a check list of the photos you should try to take. 
INTERVIEW 
This will be the bulk of the trip. You can follow along the discussion guide and take notes. Sometimes 
researchers will skip around or add topics depending on the flow of the interview. Try to make sure that no big 
sections were skipped in the discussion guide. If you have questions, write them down. We will try to pause at 
the end of each section.
5 
INTERVIEW FLOW 
WHAT TO EXPECT 
TOUR & WORKFLOW 
Take lots of pictures and video. Feel free to ask the participant to slow down or show you something again if 
needed. 
CARD SORT 
Help us record the results and stay organized 
WRAP UP 
Ask any final questions, thank the participant and make sure we have all of our equipment 
DEBRIEF 
As close to the actual interview as possible we will ask you to participate in a debrief where we talk about 
interesting findings, what worked, and if there is anything we should modify about the discussion guide.
6 
TIPS & TRICKS
7 
TIPS & TRICKS 
WHAT TO EXPECT 
FOLLOW THE INTERVIEWS LEAD 
We will be there to show you what to do 
It may seem like we are asking silly questions, or covering something multiple times…we are just trying to get 
the participant to open up 
BLEND IN 
Introduce yourself 
Remember who you are 
Don’t break anything 
Non-verbal affirmations- smile, nod, and make eye contact (try to avoid saying “uh-huh” a lot as it will be on 
the video 
ASKING QUESTIONS 
Try not to interrupt- we will plan pauses for questions through the interview 
Try to ask questions in a neutral way- do not lead the participant 
Try not to judge- participants may behave in ways that are completely different from us, try to avoid judgmental 
language or tone.
8 
TIPS & TRICKS 
TECHNQUES 
OPEN ENDED QUESTIONS 
PLAY DUMB 
“I noticed you…” 
An observation is an objective way to get the participant to talk about the subject 
“…..” 
Remaining silent is a good way to make people talk more 
“Can you show me…?” 
Seeing a behavior is always better than hearing a description of it 
“I always use a fork to do that.” “A fork…?” 
Repeat a key work in a questioning way. The participant will expand their description and you will remain 
neutral. 
“Why?” 
Why is one of the most important questions to reach underlying issues that inspire product innovations. We 
might ask why 3 or 4 times.
9 
TIPS & TRICKS 
WHAT TO WEAR 
COMFORTABLE + PROFESSIONAL 
NEUTRAL - Shoot for professional but casual. We want people to feel comfortable with us, we are 
professionals but we “fit in” in their homes. 
COMFORTABLE- Days in the field can get long. Make sure you wear clothes and shoes that you are 
comfortable in
10 
DEBRIEF
11 
DEBRIEF 
WHAT TO EXPECT 
AS SOON AFTER THE INTERVIEW AS POSSIBLE 
We want to avoid forgetting key details or introducing bias. It is best to debrief right after an interview or first 
thing the next morning 
DEBRIEF THE INTERVIEW 
Key themes 
Interesting quotes 
New ideas 
EVALUATE THE DISCUSSION GUIDE 
Are there parts of the guide that can be streamlined or should be expanded? 
ASK QUESTIONS 
Do you have questions about the findings? The methods? The participants? 
Fire away!

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Fieldwork 101

  • 1. 1 FIELD WORK 101 WHAT TO EXPECT
  • 2. 2 AGENDA INTERVIEW FLOW TIPS AND TRICKS DEBRIEF SIGN UP
  • 4. 4 INTERVIEW FLOW WHAT TO EXPECT BREIFING Each participant has a customized discussion guide. We will brief you on everything you need to know about the participant. Try to watch some of your participant’s videos before you go in the field. INTRODUCTIONS We will introduce you to the participant. Relax, have fun, and smile. Remember that to the participant we are all generic researchers…no one here works at Bose. SETTING UP EQUIPTMENT Your main job in the field is to help with equipment. You will be responsible for setting up the video camera, turning on the voice recorder, and taking photos. The researcher will explain all of these things to the participant and ask for permission. We will give you a check list of the photos you should try to take. INTERVIEW This will be the bulk of the trip. You can follow along the discussion guide and take notes. Sometimes researchers will skip around or add topics depending on the flow of the interview. Try to make sure that no big sections were skipped in the discussion guide. If you have questions, write them down. We will try to pause at the end of each section.
  • 5. 5 INTERVIEW FLOW WHAT TO EXPECT TOUR & WORKFLOW Take lots of pictures and video. Feel free to ask the participant to slow down or show you something again if needed. CARD SORT Help us record the results and stay organized WRAP UP Ask any final questions, thank the participant and make sure we have all of our equipment DEBRIEF As close to the actual interview as possible we will ask you to participate in a debrief where we talk about interesting findings, what worked, and if there is anything we should modify about the discussion guide.
  • 6. 6 TIPS & TRICKS
  • 7. 7 TIPS & TRICKS WHAT TO EXPECT FOLLOW THE INTERVIEWS LEAD We will be there to show you what to do It may seem like we are asking silly questions, or covering something multiple times…we are just trying to get the participant to open up BLEND IN Introduce yourself Remember who you are Don’t break anything Non-verbal affirmations- smile, nod, and make eye contact (try to avoid saying “uh-huh” a lot as it will be on the video ASKING QUESTIONS Try not to interrupt- we will plan pauses for questions through the interview Try to ask questions in a neutral way- do not lead the participant Try not to judge- participants may behave in ways that are completely different from us, try to avoid judgmental language or tone.
  • 8. 8 TIPS & TRICKS TECHNQUES OPEN ENDED QUESTIONS PLAY DUMB “I noticed you…” An observation is an objective way to get the participant to talk about the subject “…..” Remaining silent is a good way to make people talk more “Can you show me…?” Seeing a behavior is always better than hearing a description of it “I always use a fork to do that.” “A fork…?” Repeat a key work in a questioning way. The participant will expand their description and you will remain neutral. “Why?” Why is one of the most important questions to reach underlying issues that inspire product innovations. We might ask why 3 or 4 times.
  • 9. 9 TIPS & TRICKS WHAT TO WEAR COMFORTABLE + PROFESSIONAL NEUTRAL - Shoot for professional but casual. We want people to feel comfortable with us, we are professionals but we “fit in” in their homes. COMFORTABLE- Days in the field can get long. Make sure you wear clothes and shoes that you are comfortable in
  • 11. 11 DEBRIEF WHAT TO EXPECT AS SOON AFTER THE INTERVIEW AS POSSIBLE We want to avoid forgetting key details or introducing bias. It is best to debrief right after an interview or first thing the next morning DEBRIEF THE INTERVIEW Key themes Interesting quotes New ideas EVALUATE THE DISCUSSION GUIDE Are there parts of the guide that can be streamlined or should be expanded? ASK QUESTIONS Do you have questions about the findings? The methods? The participants? Fire away!

Editor's Notes

  1. Develop business decision making tools specific to connected content Concept ideation
  2. Develop business decision making tools specific to connected content Concept ideation
  3. Develop business decision making tools specific to connected content Concept ideation
  4. Develop business decision making tools specific to connected content Concept ideation
  5. Develop business decision making tools specific to connected content Concept ideation
  6. Develop business decision making tools specific to connected content Concept ideation