Research Topics:

Data Collection Field Services | Field Management Services | The Business of Research

Content Type:

Glossary

Field Service Definition

A research service responsible for conducting a client's interviewing project and collecting data. The service provider hires and trains interviewers, conducts the interviews and edits an validates the interviewers data for a client's survey project. Also known as an interviewing service.

In marketing research, field service is responsible for collecting data and conducting studies directly in the field or environment where the target audience or customers are located. Once on site, the service gathers information through such methods as in-person interviews, surveys, observations and interactions, rather than relying solely on remote or laboratory-based approaches. The service provider also hires and trains interviewers and validates interviewer data. This approach leads to collecting insights into consumer behavior, preferences and opinions in a more natural and contextual setting. This also is known as an interviewing service. Benefits of using a field service include obtaining data from participants in real-life contexts, collecting a richer understanding of consumer behavior through the observation of non-verbal cues and interactions, uncovering insights that might not emerge in controlled environments and facilitating the development of targeted marketing strategies that resonate with customers. The bottom line is that a field service improves the validity and applicability of marketing research outcomes.

Who relies on field services?

Organizations and researchers seeking a greater understanding of target markets rely on field services to collect relevant data about customer preferences, reactions to products or services and market trends. In addition, market researchers, product developers and marketing strategists employ a field service to gather insights that lead to decisions that align with customer needs and expectations.

Why would I care about field services?

A field service provides marketing professionals and businesses with real-world insights that can't be fully captured through remote methods. By understanding customer behaviors and opinions in their natural environment, businesses can create improved marketing campaigns and enhanced business growth.