Class #5 - conducting fieldwork

CONDUCTING FIELDWORK
Today we will cover:
+ Interviewing Best Practices
+ Camera / Camcorder Usage
+ Taking Notes


SET THE TONE
Develop rapport
+ Put the participant at ease
+ Convince the participant you're listening, that you understand and are
interested in them.
+ Humor always works
WAYS TO SET PARTICIPANT AT EASE
(If they are overly nervous...)
+ Remark on something in their home to show you're interested in them
+ Reassure them we are nerds and get excited even about the tiniest
details.
(If they are at a loss for what to do...)
+ Be specific about what you need (a place to set up...)
(If they offer you water…)
+ Don't be afraid to take it.




STARTING AN INTERVIEW
Introduce yourself & colleague, give business card
Thank participant for their time
Establish a home base to set up equipment and explain
what's happening
Confirm time frame & do not go beyond the set end time.
Explain scope briefly
If they ask about the client, describe the industry, but not
the client's name
Encourage show & tell
Expert for a day: This is a casual conversation.
Explain recording as a way of taking notes.
Check with camera person to see if they're ready to roll

Thank profusely. Act like you're not paying them.
Explain the scope and time schedule.
EX: 20m on couch, 30 m in car, then 10m....

"this is an extremely informal conversation"
"you're the expert...we just wanna learn"


INTERVIEWING
Be interested & engaged
Make eye contact
Actively listen
Repeat the participants' phrases
Don't argue another point of view or convince them of your
hypothesis.
Silence is your friend, Ask the question and stop.
Give them time to consider your question.
Quietly affirm, Respond with facial expressions:
+ raised brow with round, open mouth means "surprising, say
more,"
+ furrowed brow means "I'm confused, explain further,"
+ a node or smile says, "I hear you and I'm interested."

usually people wanna launch right in; let them go till their done, then pull it back: "what do you do for fun?"


INTERVIEWING
Balance the anticipated with the unexpected
Internalize your objectives (know DG by heart, it's a checklist)
+ Have a clear understanding of the research goals
+ Keep your attention on the participant, rather than the
discussion guide
+ Use your guide to check that you've covered what is
needed, rather than as a script.
Emphasis will differ across interviews
With each interview, you should cover the 3 same main
topics


INTERVIEWING
Warm up question
+ "Tell me about your company. What do you guys do?"
+ "What brought you to the store today?“
Grand tour question
+ "Take me on a tour of your workspace. What things are here
and how do you use them?"
+ "Describe a typical week in terms of your TV viewing.“
"Show me..." prompt
"Tell me (more) about..." prompt
Pointed question (leave the leading to the end)

INTERVIEWING
Repeat the participant's words
+ Participant: "I exfoliate on my Day of Beauty."
+ Interviewer: "Day of Beauty?"
Ask for use rather than meaning
+ "Describe a situation when you would exfoliate?“
+ Not "What do you mean by exfoliate?“
"Why?" asks for justification
+ A better phrase to use is "Say more about...sharing pictures
with your family,“
Don't assume you understand

repeat their phrases -> develop and articulate thought

ask a question and stop (they understood you)

INTERVIEWING
Notice workarounds
+ Take note of things that appear out of place
Look for adjacencies
+ Be aware of surrounding objects and activities
Note the contradictions
+ What people say vs. what people do
+ Understanding both sides of the contradiction



cover top lines, e.g. connectivity, mobility

describe use vs. describe meaning
"say more about..." is better than "why?"

NOTICE WORKAROUND (where product opps lie) - take note of things that appear out of place

NOTICE CONTRADICTIONS - saying vs. doing


CAMCORDER USE
Monopods / Stability
Talk to the Camera
Rule of Thirds
Leading Looks
Leading Action
Leading Lines
Angles
Know Your Light Source
B-Roll (filler)
Label and lock your tape!

DIGITAL CAMERA USE
Know your Flash
Snap Often
Okay to have them repeat
Download between interviews




TAKING NOTES
REFERENCE, NOT RECORD
CAPTURE INSIGHTS!
NOTE THE TIME

Car Culture
PROJECT #2
For the next two sessions, you are going to
interview someone who spends a lot of
time in their car. People who travel a lot for
work, soccer moms, commuters, etc.

Car Culture
ASSIGNMENT #4
For next class (3/7), you will plan out your research.
• Choose a type of person you want to research for the assignment.
• Write a research plan of who you want to talk to, what you want to
understand, and how you will accomplish this.
• Pick one or more methods that you will use for the research (hint:
choose a method you want to experiment with and design a plan
from this).
• Write a recruiting screener to find the type of person you want to
interview based on the variables you have chosen.
• Write a discussion guide that is a tool for the time you will spend
with your participant (topics / subtopics, org. of time, research
specifics)

Car Culture
ASSIGNMENT #5
For the class after next (3/28), you will execute and analyze your
research.
• Recruit 2 participants for your research (depending on the type of
methods you choose).
• Schedule the research. You will need to pay your participant $25 for
up to 2 hours of their time.
• You will work in teams of 2 for the research; one will lead the
research, one will record it.