Research Topics:

Data Collection Field Services | Qualitative Research | Quantitative Research | The Business of Research

Content Type:

Glossary

Field Definition

The physical location where marketing research interviewing takes place.

In marketing research, "field" refers to the place of collection of primary data directly from the source. This involves gathering data from participants, consumers or subjects in their natural environment and not in controlled laboratory settings. Field research often includes techniques like surveys, interviews, observations and experiments conducted in real-world situations. Field work is beneficial because it connects theoretical insights with practical applications. Observing consumer behavior in natural settings allows researchers to capture insights that might be missed in controlled environments. This approach tends to provide more accurate data for designing products, developing marketing campaigns and making strategic decisions.

Who relies on the field?

Marketing professionals, product developers, advertisers and strategists rely on field work for insights into consumer behaviors, preferences and trends in real-world and real-time settings. This can be accomplished through direct engagement with consumers and their environments.

Why should I care about the field?

Field work and research provides authentic insights into consumer experiences and behaviors. By understanding the nuances of field research, marketing research and businesses can better identify target audiences and market trends and create strategies that connect with consumers.