Field study could be the most “romantic” mission to a researcher.

With generous information discovered from real world, design team can have a role model to design for.

“The deepest understanding is empathy.”

People who faced specific circumstance knows the problem well, but usually lack of ability or background knowledge to solve it. Service or product providers do have such ability to create proper solution, but have no clue of what people want.

What if someone do have appropriate knowledge of service design, and can stand in real world users’ shoes? Further, what if we can discover the important features that real world user ignored?

The core value of field study is to have insight into the nature of things, asking key questions. This could bridge the mental gap between service or product provider and real world users.

When talk about the reward to a researcher, making world better is the answer.

Grab your gear, keep low profile, seize every chance to the filed.