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Part of Activation
Field market research
A hands-on research course that teaches learners to observe, interview, sample, document and interpret real market behaviour without turning conversations into sales pitches or confirmation exercises.
12 hIn personIntermediate
Objectives
- Define the decision and research question before collecting data.
- Conduct neutral, behaviour-based interviews and field observations.
- Choose a practical but diverse sample.
- Separate evidence from interpretation.
- Synthesize findings into patterns, contradictions and next tests.
Recommended tools
What professionals use for this course, with a free or open-source option wherever there is one.
- KoboToolboxOpen source
Field surveys on a phone, even offline.
- ODKOpen source
Mobile data collection for field studies.
- Google FormsFree
Quick questionnaires to ask customers.
- LibreOffice CalcOpen source
Free spreadsheet that opens and saves Excel files.
Alternative to Microsoft Excel
Lessons
- Course OverviewReading
- Research question before questionnaireReading · 25 min
- Interviews that reveal behaviourReading · 25 min
- Observation and shadowingReading · 25 min
- Sampling and evidence qualityReading · 25 min
- Collecting data in the fieldAssignment · 90 min
- Sizing your market: TAM, SAM and SOMReading · 25 min
- Synthesis: from notes to decisionsReading · 25 min
- Validation quizQuiz · 15 min
- What next? Tools and your pathwayReading · 5 min