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Chargement... The Field Study Handbook (édition 2017)par Jan Chipchase (Auteur)
Information sur l'oeuvreThe Field Study Handbook par Jan Chipchase
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"The comprehensive how-to, why-to guide to running international field research projects. The Handbook is for anyone that needs to understand users, customers, people across markets, geographies and cultures. The Handbook reveals how to: Build and lead trusted multicultural teams, anywhere in the world; run a field study from pitch to deliverable, initial hypothesis to becoming organisational wisdom; learn how to read contexts, identify patterns of behaviour, decode cultures, and generate insights that inform and inspire product, brand, strategy, policy, and communications; pinpoint the difference between local, regional, and globally relevant solutions; [and] challenge minds, flutter hearts, and make a difference." -- Provided by publisher Aucune description trouvée dans une bibliothèque |
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“Data is noise. The ability to turn data into something valued requires contextual understanding, nuanced conversations, and reflection.” P 426. To me, a cognitive scientist by training and an educational designer by trade, the Handbook also serves as a bulwark against the crusade of unreflective quantitive data-driven design. We live in an age where engineers can immediately perform quantitative A/B testing of designs without regard to hypotheses or frameworks. This kind of testing is fine when it is informed by theory, when it actually tests hypotheses. But how do you generate those hypotheses, how do you find out what to measure and test? This book answers those questions at the ground level: “Quantitative data is good at showing *what* is happening and can reveal a degree of *how*. However, it’s less effective at revealing *why*. The value of the *Handbook* is built on the premise that there are significant advantages to understanding why.” P 44. “The difference between an able research who can subtly shape social dynamics and a con artists, or even worse, a sociopath, is intent.” P 331. The Handbook is not Creswell's Qualitative Inquiry and Research Design, and it doesn't try to be; it's a far more practical approach to running research programs in the field.
The book is not a perfect abstract work of the academy nor a ghostwritten romp through developing countries. It's a meditative exploration of what it means to do meaningful work throughout the world. The Handbook is very much a product of how it was written, in the morning, with middle-distance views and a cup of good coffee, before a day of solid, meaningful work. ( )