Research Topics:

Data Collection Field Services | Online Research | Qualitative Research | Quantitative Research

Content Type:

Glossary

Fieldwork Definition

Any process of data gathering.

Fieldwork in marketing research is any process of collecting firsthand data and information through face-to-face interactions with the target audience or market environment. These firsthand methods typically involve conducting surveys, interviews, observations and other data collection methods in the real world, rather than relying solely on secondary data sources. Fieldwork provides such benefits as capturing contextual information, observing non-verbal cues and gaining a holistic view of consumer behaviors. What’s more, this method can identify nuances that could be missed through remote data collection. Simply put, fieldwork offers a more personal connection between researchers and participants than in laboratory settings.

Who relies on fieldwork?

Marketing researchers, analysts and companies rely on fieldwork to gather accurate and up-to-date insights about consumer behaviors, preferences and market trends. These professionals are trained to understand consumer attitudes, test product concepts, evaluate advertising effectiveness and gain competitive intelligence, among other skills.

Why should I care about fieldwork?

Fieldwork provides marketing professionals and businesses with a direct link to target audiences because of real-world interactions in the marketplace. Fieldwork can uncover hidden insights that can validate hypotheses and lead to marketing campaigns and decisions based on real-world interactions.