What is observational fieldwork?
Observational fieldwork is a part of ethnographic research. It invites us into participants' worlds like no other research technique. Going behind the scenes at an airport, doing a shift with the catering team onboard a train, or shadowing installation engineers fitting electric car chargers allows us to gain insights that would be hard, or even impossible, to obtain through interviews alone. By immersing ourselves in the day-to-day lives of people, we can understand their behaviours better than by interviewing them in abstract settings, removed from their natural environments.
This approach allows us to see what people do, rather than just what they say they do.
Tips for running observational fieldwork
Running effective fieldwork requires planning, immersion, and an understanding of context. To get started, it’s important to immerse yourself in the environment you’re studying.
Decide on your role
Consider what role you’d like to play. Are you going to be purely observing, or will you engage in some of the activities?
We recently completed a project for a train operator, researching the day-to-day tasks their staff undertake. We spent time with staff at stations as well as on trains. Seeing first-hand how they assist passengers with additional needs was invaluable for understanding their roles.
In this rail project, we took a hands-on approach at times, helping staff serve their customers. In the past, I’ve worked in-store at telecom providers, which was more observational; looking at how staff answered customer questions.
Think carefully about which approach will enable you to understand and empathise with participants while keeping the behaviour you’re observing authentic.
Build trust
Once you’ve planned your approach and started your research, you’ll want to establish trust and rapport with your participants as quickly as possible. Be transparent about what you hope to observe and why.
Be non-judgemental and ethical at all times, paying particular attention to privacy and confidentiality. Participants may fear you’re there to evaluate their performance or even assess whether their job is necessary. Reassure them that this isn’t the case, and put safeguards in place to help them feel comfortable. Participants are also likely to be more open and honest if you assure them that you won’t associate their names with any of your observations.
Observe behaviour
When conducting research, consider both explicit and implicit behaviours. Explicit behaviours are conscious, controlled, and deliberate, while implicit behaviours are less conscious and more emotional. People are often unaware of their own implicit behaviours and attitudes.
Pay attention to non-verbal cues, such as body language, and watch for patterns and routines. If you’re observing someone in their workplace, you may find much of their behaviour is procedural; they might not consciously think about what they’re doing but react instinctively based on experience.
In our rail research, we found that staff needed to react to a variety of customer behaviours and situations. As a result, some actions were reactive rather than strictly procedural.
Record your findings
Capturing the experience is vital for accurately representing your findings.
Take notes and photos regularly to document key insights. Photos help demonstrate your findings more effectively than simply presenting them as your opinion. Be sure to note or record any key quotes you hear. Representing participants in their own words brings your findings to life, but ensure anonymity to protect privacy.
Use whatever method works best for capturing your learnings. My preference is to carry a small notebook and a couple of pens (you never know when one will run out of ink). Underlining or highlighting keywords in your notes is helpful for reviewing them after a busy session. I sometimes create mind maps to show relationships between people and processes. Additionally, I often make rough sketches to visually capture situations as they unfold.
Be flexible
While starting with a clear plan is essential, field research should be open-ended and adaptable. This flexibility allows you to explore unexpected findings and adjust your focus as new insights emerge.
Observational field research is about discovery, so approach it with an open mind and the ability to adapt to unforeseen circumstances.
During our train research, many unexpected events occurred. Passengers attempted to board with six suitcases, injured themselves running for trains, or boarded the wrong train by accident. No two journeys were identical. Observing these situations first-hand and seeing how staff reacted provided invaluable insights into the realities of working aboard a train.
Triangulate with other methods
As with all research methods, observational fieldwork is just one approach. Use other methods to triangulate your findings and fill in gaps in your data.
Observation is more valuable than listening
Observational field research provides valuable contextual insights to deeply understand participants' perspectives and experiences, fostering empathy. It helps us identify the needs, values, and pain points that people have, which is key for creating effective solutions to their problems.
This type of research is essential for understanding human behaviour in complex, unpredictable, real-world settings.
Patience is rewarded
Gaining a deep understanding of someone’s day-to-day life takes time, especially when no two days are the same. However, this type of research offers a depth that other forms of research often lack.
Flexibility and persistence are key to deriving useful insights from observational fieldwork. Getting away from your desk and observing participants in their environments is the best way to see things from their perspective and gain true insight into their processes.