bridging the language gap - july event on 'turning the mountain into a molehill
DESCRIPTION
by Andrew Harder at the Research Thing, July 2013TRANSCRIPT
![Page 1: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/1.jpg)
Bridging the Language Gap
How to understand the fieldwork when you don’t understand the fieldwork
http://www.andrewharder.com@thevagrant
![Page 2: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/2.jpg)
A common situation
![Page 3: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/3.jpg)
![Page 4: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/4.jpg)
![Page 5: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/5.jpg)
![Page 6: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/6.jpg)
![Page 7: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/7.jpg)
Your first decision
![Page 8: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/8.jpg)
Small research can be strategic
![Page 9: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/9.jpg)
Run sessions in English
![Page 10: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/10.jpg)
Run sessions in English
Will richer, better educated, younger respondents give you good enough feedback?
![Page 11: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/11.jpg)
Run sessions in English
Will richer, better educated, younger respondents give you good enough feedback? India, Philippines,
Hong KongGermany, Netherlands, SwedenNigeria, Liberia, Egypt
![Page 12: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/12.jpg)
Sharing analysis with your local team
![Page 13: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/13.jpg)
Sharing analysis with your local team
Promote the moderator to informant
![Page 14: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/14.jpg)
![Page 15: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/15.jpg)
Sharing analysis with your local team
Close analysis while you’re still in the field
![Page 16: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/16.jpg)
Sharing analysis with your local team
Close analysis while you’re still in the field
M T W T F
Research sessions
Research sessions
Analysis workshop
Brief local team
Pilot sessions
Debrief Debrief Debrief
![Page 17: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/17.jpg)
Eliminate exotic explanations
![Page 18: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/18.jpg)
"I am worried about the environment. So I take my 4WD off-roading in Tibet to enjoy the environment before it is ruined."
![Page 19: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/19.jpg)
Suraj monitors phone resale price analogous to used cars
Suraj keeps his phones for about 8 – 10 months.
When he buys a new phone, he sets a target price that he wants at resale
He bought a Blackberry Torch for 21K Rs and will sell it when its resale price is below 13K Rs. (The day we met him, it was worth about 18K Rs)
Previously, he bought a BB Curve for 14K, but within a month its price dropped to 10K so he sold it immediately because “the rate was coming down very fast”
![Page 20: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/20.jpg)
Explain novel behaviour as rational response to a different environment
![Page 21: Bridging the language gap - July event on 'Turning the mountain into a molehill](https://reader036.vdocuments.mx/reader036/viewer/2022070302/546e0148b4af9f932c8b5520/html5/thumbnails/21.jpg)
Bridging the Language Barrier
Engage with productSmall research that is strategicShare analysis responsibilitiesEliminate exotic explanations
http://www.andrewharder.com@thevagrant