Bridging the Language Gap

How to understand the fieldwork when you don’t understand the fieldwork

http://www.andrewharder.com@thevagrant

A common situation

Your first decision

Small research can be strategic

Run sessions in English

Run sessions in English

Will richer, better educated, younger respondents give you good enough feedback?

Run sessions in English

Will richer, better educated, younger respondents give you good enough feedback? India, Philippines,

Hong KongGermany, Netherlands, SwedenNigeria, Liberia, Egypt

Sharing analysis with your local team

Sharing analysis with your local team

Promote the moderator to informant

Sharing analysis with your local team

Close analysis while you’re still in the field

Sharing analysis with your local team

Close analysis while you’re still in the field

M T W T F

Research sessions

Research sessions

Analysis workshop

Brief local team

Pilot sessions

Debrief Debrief Debrief

Eliminate exotic explanations

"I am worried about the environment. So I take my 4WD off-roading in Tibet to enjoy the environment before it is ruined."

Suraj monitors phone resale price analogous to used cars

Suraj keeps his phones for about 8 – 10 months.

When he buys a new phone, he sets a target price that he wants at resale

He bought a Blackberry Torch for 21K Rs and will sell it when its resale price is below 13K Rs. (The day we met him, it was worth about 18K Rs)

Previously, he bought a BB Curve for 14K, but within a month its price dropped to 10K so he sold it immediately because “the rate was coming down very fast”

Explain novel behaviour as rational response to a different environment

Bridging the Language Barrier

Engage with productSmall research that is strategicShare analysis responsibilitiesEliminate exotic explanations

http://www.andrewharder.com@thevagrant