Field Study Fundamentals, Masterclass

Register now – 2020 world tour tickets.


Field research operates with a single goal: To better understand the world.

While ethnographic data, quantitative data, and analytics provide insights into what people do and how, only well run ethnographic research can reveal why people behave as they do. Understanding why is fundamental to have an impact on product, design, brand, strategy, policy and communications.

Our approach to field research provides a competitive advantage over other forms of data collection, generating the highest quality data and insights, with storyful assets to drive decision making in the project and that will impact your organisation long after the project is complete.

At Studio D, we believe a project and organization is only as good as the data it ingests. Our approach to field research advances the craft in several ways: from how we build and interact with local teams, to structuring live/work spaces that are optimised for teamwork and sensemaking, to embracing the ethical issues at the front lines of data collection.


The workshop combines focussed talks, hands-on activities and group discussion, with plenty of unique support material. 


The masterclass interweaves two themes: how humans make sense of the world; and the art and science of running international field studies.

The pace of international work-travel is often intense. The Studio D approach will show you how to ground yourself and your team in any locale, avoid culture shock, leave your team inspired, refreshed and with a sense of purpose.

We’ll start with the questions that field studies are adept at answering. You’ll learn how to structure an international field study project, trade-offs, the most common mistakes, and why today most corporate field work falls well short of its considerably potential.

The day includes exercises that will reveal the nuanced choreography that occurs when humans interact, and what it takes to effectively interview people, on any subject, to effectively draw out the data on which insights are built, and the stories that will drive them through the organisation. We’ll cover what it takes to socially engineer any situation, and why, in most instances you shouldn’t—the ethics of engaging the world out there.

It will challenge your personal, contextual and cultural assumptions, your biases, strengths and blindspots, and how they impact your worldview, and consequently your value to your organisation.

We'll go through the process of turning data into insights, and ultimately wisdom, amplifying your influence and effectiveness in the organisation.

You'll leave knowing how to structure fieldwork projects to consistently deliver high quality, cost effective results. We’ll discuss how to position fieldwork to your organisation, whether you’re working as part of an established team, or trying to made a case to run an international field study for the first time.


  • Understand how field studies can inform and inspire your project, provide a competitive advantage to your organisation
  • Develop the skills to understand human motivations
  • Identify your biases, blind spots, weaknesses and how to address them
  • Avoid costly process mistakes that undermine the veracity of data
  • Learn how to generate high quality insights, and what it takes to have lasting influence on  your organisation
  • Understand how field studies can help you identify your next growth markets, when to tailor products for local needs, and avoid expensive gaffes.
  • Effectively operate anywhere in the world. 


The workshop is for anyone creating products and services for an international audience, including: designers, researchers, insights and innovation teams, in agencies, in-house, local and central government.


The Field Study Fundamentals Masterclass is lead by Jan Chipchase, the founder of Studio D and the author of The Field Study Handbook. He has applied research to product, strategy, brand and communications for twenty years.

Studio D 
provides discreet research, design and strategy projects for commercial clients with a global remit. He previously founded and built the global research operations practice at frog design, across eight global studios, and started his career in Nokia, where he became Principal Scientist in the Tokyo Research Laboratory.