FIELD TRIPS -- A dialogue between the consumer and the decision makers

One of the frequently used educational tools of the elementary schools are field trips. Most educators have found that students learn easier, faster and better if they can experience firsthand the subject they are studying. I'm sure many of us can remember the experience and excitement of the firsthand observation learning.

I do not believe that this type of learning experience should be limited to the young people of the world. It is my belief that this should be an on-going experience throughout our lifetime and is for almost everyone. However, I believe that it is more frequently used in our leisure time (vacation) and not in our daily, professional life.

About 15 years ago when I was employed, a small group of us noted that so much of our knowledge was gained through firsthand interactions with users of our products and the products of our competitors. We were conducting the large base quantitative studies, but our personal interaction with the consumers resulted in a far different degree of understanding. As a result of these observations, we elected to sponsor a program called the "Consumer Encounter Program." The purpose of this program was to develop an appreciation of this type of qualitative research among as many in the company as possible, especially the R&D and Consumer Research people as possible. The program was a success for the next 10 years while I was there and continued after I retired.

I believe Field Trips should be a frequently used technique especially for people in R&D, Advertising and Consumer Research. From my experience, companies involved with consumer non-durable products should be conducting Field Trips to consumers' homes and in stores as routine projects. Other Field Trips of value would involve warehousing and retail store management.

[The poorest view of the real world is from behind a desk.]

A Field Trip should be used as a Basic Understanding Tool. That is, it is a qualitative exploratory method used to get behind the surface data and into the depths of the decision making. In-Home visits are ideal for task observations and the basis for how and why a task is done, what is used and what is not used. In-Home Group visits are ideal for Focus Group type research, covering topics such as segmentation, Habits & Practices and product usage, along with research dealing with "What if?" type questions. The In-Store intercepts can give in-depth understanding relating to the purchase process and decision making.

In my previous employment, we had a group set up to specifically handle the recruiting and organization of this type of research. I have talked with representatives of Elrick & Lavidge about the possibility of utilizing their resources for this type of work. They said they felt their Family Panel could be utilized for In-Home work and their working relationship with the retail trade could be used for the In-Store work.

The time and cost of this type of research is small in comparison to the potential benefits.