Field research tools<\/strong> help you get to know your learners and the problems they face much more intimately. That way you know you\u2019re delivering learning that they\u2019re willing to spend more time with and will drive business results.<\/p>\n How do you do that? We use a matrix from Nielsen Norman Group to plot out our empathy-building field research tools. The X-axis indicates the kind of data you\u2019re collecting (qualitative or quantitative) and the Y-axis indicates the focus of your research (behavioral or attitudinal).<\/p>\n The left side of the matrix focuses on direct, qualitative field research methods in which you\u2019ll be visible to your audience and even directly engaged with them. The right side of the matrix focuses on passive methods in which your audience may be unaware you\u2019re collecting data.<\/p>\n The top half of the matrix helps us collect data on the behaviors of our audience: what they do, how they operate, where they get stuck, and why. The bottom half of the matrix is about their attitudes and beliefs and helps build a better understanding of the learner audience.<\/p>\n Although there are many field research tools out there, these are the core tools we use for our learning-design process. Let\u2019s take a closer look at the four field research tools in this matrix and how to use them.<\/p>\n The top left quadrant brings us to observational studies. This qualitative tool is critical for bringing your field research together and gaining a clear, accurate understanding of your learner audience.<\/p>\n The reality is that your audience isn\u2019t always honest. Observational tools<\/strong> take you beyond the interview for a firsthand look at the actual behaviors of your learner audience. Here, you\u2019re strictly observing your learners on the job or in the learning environment. Take note of what they\u2019re trying to do and anywhere they struggle.<\/p>\n Another option is to go through the learning experience yourself\u2014participant observation is a powerful tool. Observe the experience as you go: what\u2019s difficult for you? Where did you get stuck? Take notes and synthesize your findings right away.<\/p>\n The top right quadrant focuses on quantitative data that assesses learners\u2019 behaviors. These field research tools are indirect and often work best for digital experiences like eLearning.<\/p>\n A\/B testing is hugely beneficial for custom HTML learning experiences. A\/B testing is a familiar experiment<\/a> for anyone working in digital spaces: you split your audience into two groups to test a small number of variations to determine which performs better. You show version A to one half of your audience and version B to another. From there, you can track the data and observe how behaviors differ between the two versions. Pretty quickly, you\u2019ll have the information you need to optimize the experience for your learner audience.<\/p>\n Every tool has its downside, and it\u2019s worth noting that A\/B testing is difficult to pull off inside an LMS. Another tip: if you\u2019re looking to conduct A\/B testing within ILT, be sure the program is robust enough to run the experiment several times and with control and experimental groups.<\/p>\n In the bottom left quadrant, the focus is on understanding the attitudes and beliefs of learners through interviews and focus groups. Think of this as the natural next step after you\u2019ve gathered quantitative data from field research tools like surveys or A\/B testing. These types of field research tools create space for you to spend time with learners and ask questions to understand their feelings and beliefs and learn what\u2019s on their hearts and minds.<\/p>\n Field research techniques<\/strong> such as interviews and focus groups are qualitative<\/a> in nature and help inform and flesh out your quantitative data. Typically, focus groups and interviews have one interviewer and a small group of several interviewees. This broader-scale approach helps you reach more learners more quickly than doing a series of one-on-one interviews.<\/p>\n The bottom right quadrant focuses on indirect, quantitative data that assesses learners\u2019 attitudes and beliefs. Surveys are our go-to tool for gaining insight into how learners are feeling. They also help challenge assumptions about learners. Maybe a learner shared an anecdote with you. Through a survey, you can find out if the feelings of one learner are representative of the larger learner audience.<\/p>\n Crafting an effective survey<\/a> is all about asking the right questions. Place a consistent measurement system around your questions and ask their feelings and beliefs on a variety of topics. Once you\u2019ve gathered responses, you can then evaluate if you\u2019ve accurately assessed the problem you\u2019re trying to solve. Are other problems rising to the surface?<\/p>\n Pro tip: put extra care into getting the right sample size. Often, those who raise their hands to take surveys are already eager and enthusiastic in their roles. That could skew your results\u2014you\u2019ll want a wide range of perspectives to draw from.<\/p>\n In this guide, you\u2019ll find an in-depth overview of a Learning Environment Analysis, a powerful framework for accurately understanding adult learners\u2019 previous knowledge, current challenges, and needs so that you can design the right learning solution. Plus, get worksheets and templates for each stage of the process.<\/p>\n\nDownload the guide\u2192<\/i><\/a>\n<\/div>\n<\/div>\n By now you\u2019ve probably noticed that direct research methods (observational studies, focus groups, and interviews) are more involved than indirect methods. There\u2019s also more room for inconsistency, bias, and human error. Let\u2019s take a closer look at how to get direct research methods right.<\/p>\n It\u2019s essential to go into field research with a specific intent for what you want to learn. List out what you think you know and then immediately challenge it. Are you making an assumption or leap of logic? Form your hypothesis and be prepared to validate it.<\/p>\n Once your hypothesis is set, use it to derive the questions you want to ask your audience. Which questions will help you uncover the truth? Create a list of topics and questions to guide your research.<\/p>\n Be sure to take thorough notes during in the field research<\/strong>. It\u2019ll likely be hard to keep up with your notes, so if possible, get consent from learners to record your sessions. That way, you can refer back to the recordings later and avoid problems of faulty memory. If you can, capture photos and video during observations\u2014it\u2019ll be helpful to bring back to your team during brainstorming.<\/p>\n Don\u2019t wait to synthesize your findings. Schedule time to regroup immediately after each stage of research. Try to avoid waiting until the very end of your research to reflect. Instead, take an interval approach and plan time to summarize your findings after every third or fourth interview. Do it as you go and try to reconcile your findings at each stage.<\/p>\n Here\u2019s some field study research<\/strong> you should know. The Hawthorne effect<\/a> occurs when people behave differently because they know they are being watched. It\u2019s human nature, right? Our presence during in the field research<\/strong> can impact our audience and influence them to change their behavior, obscuring the very truths we\u2019re there to observe. When interacting with learners, be vague about why you\u2019re there and avoid asking leading questions.<\/p>\n Don\u2019t just ask learners what they think, force them to make a choice. It\u2019s the best way to find out what learners really think and avoid the yellow Walkman trap<\/a>. In the 1980s, Sony did a focus group about a new, yellow version of the Walkman. During interviews, everyone seemed to love the sporty yellow color\u2014they thought the old, black version was boring. On their way out, participants were offered a free Walkman in the color of their choice\u2014everyone took a black Walkman.<\/p>\n![\"\"](\"https:\/\/maestrolearning.com\/wp-content\/uploads\/2022\/03\/Chart-1.png\")
<\/p>\n1. Observational studies<\/h2>\n
![\"\"](\"https:\/\/maestrolearning.com\/wp-content\/uploads\/2022\/03\/Chart-2-Observational.png\")
<\/p>\n2. A\/B testing<\/h2>\n
![\"\"](\"https:\/\/maestrolearning.com\/wp-content\/uploads\/2022\/03\/Chart-3-ab-testing.png\")
<\/p>\n3. Interviews & focus groups<\/h2>\n
![\"\"](\"https:\/\/maestrolearning.com\/wp-content\/uploads\/2022\/03\/Chart-4-interviews.png\")
<\/p>\n4. Surveys<\/h2>\n
![\"\"](\"https:\/\/maestrolearning.com\/wp-content\/uploads\/2022\/03\/Chart-5-surveys.png\")
<\/p>\nHow to conduct a Learning Environment Analysis<\/h5>\n
Dos and don\u2019ts for field research tools<\/em><\/h3>\n
Field research tools dos:<\/h3>\n
Start with a hypothesis or objective<\/h4>\n
Generate a question set that is designed to fulfill your objectives<\/h4>\n
Take detailed notes<\/h4>\n
Translate your notes into findings right away<\/h4>\n
Field research tools don\u2019ts:<\/h3>\n
Fall victim to the Hawthorne effect<\/h4>\n
Get caught up in the yellow Walkman trap<\/h4>\n