Field Notes
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!
Episodes
In this episode, we’re exploring one of the most foundational, but often overlooked, drivers of great research: the power of asking the right questions. We’ll break down how to craft great research questions, recognize when they need sharpening, and elevate your next project from the very start.
In this episode, we dive into the world of core CPG purchasing metrics – some of the often-overlooked numbers that can help you understand who’s buying, how much, how often, and why they come back or drift away. We’ll break down key metric categories — from reach, to depth, to loyalty, to value — and explore how each one can unlock actionable insights for your brand or business.
In this episode, we’re focusing on a critical soft skill: how to challenge or course-correct stakeholder teams in ways thatare constructive, respected, and don’t undermine your relationships.
Sometimes, the most strategic move is choosing notto invest in research. That might sound counterintuitive — especially when insights work is usually expected to validate, test, or prove. But growing from a tactical executor into a trusted strategic partner means learning when research will unlock meaningful value… and when it might just slow things down or even weaken project delivery.
In this episode, we’re going to cover how to tailor your deliverables to a Sales audience. Specifically, we’ll explore the differences between delivering to a Sales team versus a Brand or Marketing team, and I’ll share a few practical tips for customizing your output.
In this episode, we’re going to cover packaging testing. Packaging might be the most overlooked power player in your brand’s ecosystem. It’s more than just a container or an outer wrap —it’s the first moment of truth for consumers and it can define someone’s first experience with your brand. It needs to work hard in just a few seconds, which means grabbing attention, signaling your brand, and clearly communicating what’s inside.
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.
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.
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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