What are basic principles of field research?

Field research is a cornerstone of SAP Design Thinking, focusing on understanding users in their natural environments. Here’s why the correct answers are C and D:

What people say is often not what they do, think or feel (C):SAP emphasizes the importance of observing behavior rather than relying solely on self-reported data. Users may not always articulate their true needs or actions, so field research involves observing and interpreting real-world behaviors.

Ask a lot of "why" questions to get valuable data (D):Asking "why" questions helps uncover deeper insights and motivations. SAP encourages curiosity and probing to understand the root causes of user behaviors and challenges.

Incorrect Options:

A. Focus on the users who represent your main customer group:While focusing on the target audience is important, SAP stresses the value of diverse perspectives, including extreme users, to uncover innovative insights.

B. Take people out of their context and put them in an inspiring environment:Field research prioritizes observing users in their natural context to gather authentic data. Removing users from their environment can distort their behaviors and insights.