Good planning is essential if you want to get the right results from field research.
First you need to decide how to collect the information you want. Popular methods include:
Once you have decided how you'll gather the information, you'll need to work out how to make it happen. Budget how much time and money will be needed, as the time involved will normally be significant.
You'll need to design your research. For example, drawing up a questionnaire or deciding how you'll run a focus group.
Then there are the logistics. If you want to carry out street interviews, make sure your researchers have the required local authority licence and identity card. If you want to run a focus group or conduct face-to-face interviews or product tests, where will you hold them? Where will you find the participants? And who'll run the session?
Consider carefully whether you have got the skills in-house to do this. If not, it's probably a good idea to get a market research agency to do your research for you.
See the page in this guide on tips for successful field research.
The Chartered Institute of Marketing