Bridging the language gap - July event on 'Turning the mountain into a molehill'
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Transcript of Bridging the language gap - July event on 'Turning the mountain into a molehill'
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