The little research guide

The little research guide

Good to have you out in the field.

This will be your research guide.

Before the interview During the interview After the interview

Before the interview 1. Check the equipment 2. Prepare research kit 3. Pre-interview meet-up

1. Check the equipment The recording equipment should be handed over with an empty SD card and fully charged batteries.

Everything should be in its proper place. But to be on the safe side, please check the equipment before you go out.

Checklist Camera with lens, SD card inside Camera is working Fully charged batteries Battery charger Empty SD card Voice recorder, charged and blank Clip-on microphone Camera bag

2. Prepare the research kit The research kit will help your team gather information and insights.

Go to digital.tesco.org/researchkit. Download and print the two PDFs on the right paper size.

Work in progress

Put the print outs in the research pack with the research tags, and place the pack into the camera bag.

Checklist Print A4 PDF Print A3 PDF Tesco research tags Pens Empty notebook Post-its Tesco ID tag

Pre-meet up checklist Confirm who brings the laptop ____________ Exchange numbers Check your travel times Arrange a meeting place near the station

3. Pre-interview meet-up Meet up with the lead researcher 30min before the interview. Double check you have all the material you need.

Meet up checklist Lead researcher talks assistant through research tools (on A3 paper) Check the equipment Check the research kit Read the user profile Check the discussion guidelines

During the interview 1. Setup 2. Interview 3.1 In-store session 3.2 Online & delivery 4. Wrap-up

1. Setup It’s good to have a bit of small talk to start with. Before you push the record button, let the interviewee sign the consent form.

Checklist Sign consent form Arrange camera to face straight at the interviewee Connect camera to electricity, check that the lens is clean and the autofocus is on Prepare the desk with research tools (A3 paper) Before the actual interview, make interviewee aware of the time schedule - 1h session guide and tools - 2h in-store/online session - 1h wrap-up

2. Interview The interview should be guided naturally guided by the lead researcher.

They will give the interviewee the space to talk about themselves and try to pick up their stories and integrate it into questions.

Checklist Use SESSION GUIDE to structure your interview Use SPLITMAP to map shopping behaviour, retailer usage and social connections Use LAMINATED CARDS for interactive mapping - grey for retail prioritisation and coloured for retailer usage Use JOURNEY to map shopping experiences in-store or online (you can come back to this later)

3.1 In-store session For the in-store session be agile, observe, have your camera at hand.

Let the interviewee do the shopping, don’t directly interact.

‘The way to the store’ checklist Test the voice recorder and help the interviewee with the clip on mic. Press record Clip on your RESEARCH TAG and get your ID CARD out Have the camera at hand and film some snippets on the way to the store

‘At the store’ checklist Observe & observe: use the WE OBSERVED THAT template Try to capture as many situations as you can with photos or video sequences

3.2 Online & delivery For the online session make sure the camera faces the laptop or desktop so we capture what the people are doing.

If needed, take your smartphone or the GoPro to capture other moments from the side.

Checklist: Position camera towards the screen - it’s nice if we can see a bit of the person Let them guide you through their shop Try to ask as much as possible why they are doing certain things If possible set up the camera in a way that you can see the delivery. Stand behind the user while he/she receives the delivery and film how they carry it to the kitchen

4. Wrap-up Use the remaining hour to complete the journey you started and to answer all the questions which came up during in-store or online session.

Checklist: Complete journey template Map emotional journey Complete PROFILE Ask about your observations from the WE OBSERVED THAT template Give the assistant the opportunity to get their questions answered Take all required photos by using the SHOTLIST template

After the interview 1. Interview debrief 2. Scan tools & upload files 3. Upload transcripts 4. Prep equipment 5. Research wall update

1. Interview debrief Go back to your initial meeting point, try to do the download directly after the interview. If this is not possible, do it the next day in the office, together.

Checklist: Get out the laptop Use the debrief guide to summarise interview together Compile the filled out templates

2. Scan tools & upload files It is important that you scan all the filled out templates and upload them with the photos and videos you took. We’ve created a folder structure,and a master folder which you can copy. You can find the folder in the same place as the print files.

Copy this and you will have the basic folder structure for you debrief.

Checklist: Scan your tools and separate them into single PDF files for the specific tools, e.g. Profile (all profiles in one PDF, 300dpi, coloured) Upload all the photos and videos to our RESEARCH DROPBOX using the pre-defined folder structure Print your scanned user profile to put it onto the RESEARCH WALL

3. Upload transcripts The lead researcher should take care of the session transcripts. One Tesco is using a service called rev.com where we upload the videos and receive transcripts within a day.

Checklist: Upload all the videos to REV.COM Receive confirmation from REV.COM Update Excel sheet for transcripts in the dropbox

4. Prep equipment Please make sure that you leave the camera bag in the state that you found it.

Make sure everything is back in, charged and nothing is missing. The next team will appreciate it.

Checklist: Camera with lens, SD card inside Camera is working Fully charged batteries Battery charger Empty SD card Voice recorder, charged, no recording Clip-on microphone Camera bag

5. Research wall update Take your interview partner and update the wall. Use the pre-defined areas to stick new post-its on.

Update with your findings. Include the profile, photos, learnings

Checklist: Fill out DISCOVERY Update CALENDAR Fill in PEOPLE SPIDER WEB and attach a printed version of your profile Double check if you can add to our insights or create a new one Show us who you talked to and what you learned about them Take a photo of all 4 sheets and every single sheet and upload it to our dropbox

Thank you