Welcome to Field Notes, a mini podcast series brought to you by Theory in Field. Whether you're diving into market research for the first time or just looking for fresh insights, this series is here to help. Each episode is designed to be quick, easy to follow, and packed with useful tips—covering everything from project essentials to deeper dives on specific topics. We hope these bite-sized sessions spark new ideas and support your research journey.
Have questions or want to learn more? Feel free to reach out to us at contactus@theoryinfield.com, or visit our website at TheoryinField.com!
Ep 9 The Power of Asking the Right Research Questions
This episode explores the crucial role of asking effective research questions, detailing how to formulate them, identify areas for improvement, and enhance project outcomes.
28 Jul 2025
Ep 8 Metrics to Master — Purchasing Behaviour
This episode explores core consumer packaged goods purchasing metrics, breaking down categories like reach, depth, loyalty, and value to unlock actionable insights for brands.
17 Jul 2025
Ep 7 The Art of Constructive Challenging
This episode explores the art of constructive challenging, teaching listeners how to effectively course-correct stakeholder teams while maintaining positive relationships.
29 May 2025
Ep 6 When NOT Researching Can Be the Right Choice
This episode explores how strategically avoiding research can sometimes accelerate project delivery and strengthen a practitioner's role as a trusted strategic partner.
29 May 2025
Ep 5 Deliverables for Sales Audiences
This episode explores how to tailor deliverables to a sales audience, highlighting the differences between sales, brand, and marketing teams, and offering practical customization tips.
29 May 2025
Ep 4 Introduction to Pack Testing
This episode introduces packaging testing, highlighting its crucial role in capturing attention, signaling the brand, and communicating the product to shape the consumer's initial experience.
10 Apr 2025
Ep 3 Introduction to Product Testing
In this episode, we’re talking about product testing – mainly, some key factors that should be planned for to make sure you’re getting the answers you need, in the timelines you need them in. We’re going to be focusing on food and beverage product testing, and covering off how to make a decision between home use and CLT testing, and four important factors to plan for before you field.
10 Apr 2025
Ep 2 Introduction to Concept Testing
In this episode, we’re covering an introduction to Concept Testing – what it is, when to use it, and some key factors to consider when you’re selecting your approach.
10 Apr 2025
Ep 1 Introduction to Creative Testing
In this episode, we’re covering an introduction to Creative Testing. We’ll touch on types of creative assessment and the importance of engaging creative teams as both partners and stakeholders.
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