Field Studies

Field Studies provide real-world insights by observing users in their natural environments, uncovering contextual challenges and opportunities that traditional research methods often miss. This approach is particularly valuable in healthcare and pharma, where external factors significantly impact how users interact with digital solutions.

By capturing workflow inefficiencies, pain points, and behavioural patterns, field studies ensure digital products are designed to fit seamlessly into real-world use cases.

Service details

Deliverables

By understanding user behaviour in context, you’ll gain critical insights for designing solutions that integrate seamlessly into real-world workflows, reducing friction and enhancing usability.

Benefits

Gain deeper understanding of user behaviours and needs, reduce assumptions, and ensure user-centred decision-making.

What is a Field Study?

A Field Study is a contextual research method where researchers observe users in their natural settings—such as clinics, hospitals, or homes—to understand their workflows, pain points, and interactions with digital tools.

For example, a field study with GPs might involve observing how they manage patient consultations, administrative tasks, and medical software interactions, helping uncover inefficiencies and barriers to adoption.

Field studies are typically conducted in-person over a half or full day, but a leaner approach may focus on key activities to ensure efficiency. In some cases, they can be adapted for remote research through contextual inquiry techniques, although some nuances may be missed.

How will a Field Study help you?

Uncovers real-world challenges that standard usability testing might miss
Provides a holistic view of user workflows, environmental constraints, and influencing factors
Reveals hidden pain points that impact product usability and adoption
Reduces costly redesigns by ensuring solutions are designed with full contextual awareness
Enhances user-centred design by grounding decisions in real-world insights

By integrating field studies into the discovery phase, organisations can de-risk product development, ensuring that digital experiences align seamlessly with the needs and environments of healthcare professionals and patients.