Qualitative studies are generally conducted in one of two ways—either online or as fieldwork.

TheCInP Handbookexplains that qualitative studies in innovation research, particularly within Design Research, are conducted either online (e.g., virtual interviews) or through fieldwork. Fieldwork, as GInI describes, entails "going out into the field and talking to certain types of people," often in situ—while they’re engaged in a specific experience (e.g., using a product, navigating a service)—to capture contextual insights. This ethnographic approach allows researchers to observe authentic behaviors and ask targeted questions, yielding rich, nuanced data for needfinding. Option B, "taking pictures of random subjects," lacks purpose and depth, contradicting GInI’s focus on intentionality. Option C, "door-to-door surveys," is structured and less contextual, missing the experiential focus. Option D, "kiosks," is a quantitative tactic, not qualitative fieldwork. Option A matches GInI’s methodology, aligning with the original answer, embodying a rigorous, user-focused process that informs empathetic design—a key differentiator in GInI’s innovation toolkit.