In the dynamic world of market research, professionals rely on a range of tools and techniques to gather, organise, and analyse information. Two key components in this process are field and data. In this article, we explore what Field & Data means in the context of market research, and why both stages are essential to generating reliable, actionable insight.
Understanding Field in Market Research
Definition of Field
In market research, field refers to the phase where primary data is collected directly from respondents. This involves engaging with individuals or groups through surveys, interviews, focus groups, product tests, or observational research. The aim is to gather first-hand information that directly addresses the research objectives.
Data Collection Methods
The fieldwork phase can involve a range of methodologies depending on the project brief. Surveys may be conducted online, in person, or over the phone, while qualitative approaches such as interviews and focus groups allow for deeper exploration of attitudes and behaviours. In product and sensory research, fieldwork may also include in-hall tests, home use tests, or central location testing.
Role of Field in Market Research
Fieldwork lays the foundation for the entire research project. The quality, accuracy, and relevance of the data collected at this stage directly influence the strength of the final insights. Careful planning, recruitment, and execution are essential to ensure the right audiences are reached and the data collected is robust and representative.
Understanding Tab in Market Research
Definition of Data
Once information has been gathered in the field, the data phase focuses on preparing, structuring, and managing that information so it can be analysed effectively. This includes cleaning datasets, coding responses, and organising results into formats that support meaningful interpretation.
Data Processing and Structuring
Data processing may involve creating structured datasets, applying quality checks, and preparing outputs such as tables, charts, or statistical summaries. For quantitative research, this often includes cross-tabulations and statistical analysis. For qualitative research, it may involve thematic coding and structured summaries.
Role of Data in Market Research
The data phase is where raw responses are transformed into insight-ready outputs. Well-structured data allows researchers and stakeholders to identify patterns, trends, and relationships with confidence. Clear data processing ensures findings are accurate, transparent, and ready to support decision-making.
Field and Data Summary
In market research, Field & Data work hand in hand. Fieldwork ensures the right information is collected from the right people, while the data phase turns that information into clear, reliable insight. Together, they provide a strong foundation for organisations looking to understand their audiences, evaluate performance, and make informed strategic decisions.
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