What’s the number one question our research experts get asked when someone finds out they do qualitative research? 

What is it really like out in the field? To walk into a stranger’s home. To ask them about their life. To do all that traveling?

The answer? Working in the field is exhilarating and exhausting. For curious souls like ours, it’s ground zero for establishing the empathy which helps us guide our clients on how to enhance their brand and product development - and truly get in touch with their consumers. 

The rush you get from meeting new people and having new experiences more than compensates for the late nights, delayed flights and changing time zones.

To illustrate, we are sharing with you a scant 36 hours and 15 minutes of our lives in the field on a recent project. Enjoy.


Tuesday / 10:40 am A day in the field begins the day before with an empty suitcase.

Tuesday / 10:40 am

A day in the field begins the day before with an empty suitcase.

Tuesday / 10:45 am 2 (of the many) essentials. The hole in the clipboard happened at the NRA show in 2012 – but that’s another story.

Tuesday / 10:45 am

2 (of the many) essentials. The hole in the clipboard happened at the NRA show in 2012 – but that’s another story.

Tuesday / 10:46 am Supervisor or travel accessory? 

Tuesday / 10:46 am

Supervisor or travel accessory? 


Tuesday / 11:40 am The journey to an insight often begins in the backseat...

Tuesday / 11:40 am

The journey to an insight often begins in the backseat...

Tuesday / 12:17 pm ...and continues with a seat in the air. Pre-check, Clear and airline status help make the travel experience easier and more manageable.

Tuesday / 12:17 pm

...and continues with a seat in the air. Pre-check, Clear and airline status help make the travel experience easier and more manageable.

Tuesday / 1:30 pm Wheels up.

Tuesday / 1:30 pm

Wheels up.


Tuesday / 12:40 am After slogging through miles of overnight road construction, finally arrived at base camp.

Tuesday / 12:40 am

After slogging through miles of overnight road construction, finally arrived at base camp.

Wednesday / 8:30 am Field kits for the clients lined up, ready to go with everything they need for a few days in the field.

Wednesday / 8:30 am

Field kits for the clients lined up, ready to go with everything they need for a few days in the field.

Wednesday / 9:00 am Angie reviews final video needs with our videographers Natalie and Serge.

Wednesday / 9:00 am

Angie reviews final video needs with our videographers Natalie and Serge.


Wednesday / 9:15 am The clients join and we brief them on what to expect later in the day.

Wednesday / 9:15 am

The clients join and we brief them on what to expect later in the day.

Wednesday / 9:30 am Eric illustrates Dismantling Judgment, one of our 5 Steps to Building and Applying Empathy and critical if you hope to develop an insight that will inspire action.  

Wednesday / 9:30 am

Eric illustrates Dismantling Judgment, one of our 5 Steps to Building and Applying Empathy and critical if you hope to develop an insight that will inspire action.

 


Wednesday / 10:00 am Ready…

Wednesday / 10:00 am

Ready…

Wednesday / 10:35 am Set…

Wednesday / 10:35 am

Set…


Wednesday / 10:36 am Go…

Wednesday / 10:36 am

Go…

Wednesday / 1:00 pm …AND GO… 2.5 hours of conversation and activities later…  

Wednesday / 1:00 pm

…AND GO… 2.5 hours of conversation and activities later…  

Wednesday / 1:30 pm …AND DEBRIEF! A fire drill moves Angie’s team to a makeshift debrief spot.

Wednesday / 1:30 pm

…AND DEBRIEF! A fire drill moves Angie’s team to a makeshift debrief spot.


Wednesday / 2:00 pm Bio breaks are important along the way.

Wednesday / 2:00 pm

Bio breaks are important along the way.

Wednesday / 2:15 pm GO AGAIN! Onward to the next in-home. What did we do before Waze? 

Wednesday / 2:15 pm

GO AGAIN! Onward to the next in-home. What did we do before Waze? 

Wednesday / 6:30 pm And break...

Wednesday / 6:30 pm

And break...

Wednesday / 6:35 pm ...and share stories

Wednesday / 6:35 pm

...and share stories

Wednesday / 6:35 pm ...and break bread...

Wednesday / 6:35 pm

...and break bread...

Wednesday / 8:00 pm WHILE you debrief some more.

Wednesday / 8:00 pm

WHILE you debrief some more.

Wednesday / 10:30 pm Then, decompress

Wednesday / 10:30 pm

Then, decompress

Wednesday / 11:55 pm ...and rest… till tomorrow’s in-homes begin.

Wednesday / 11:55 pm

...and rest… till tomorrow’s in-homes begin.


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