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.
