In any market research organization, the Field department is an area of expertise and the backbone for data collection. However, sadly, it is often undervalued.

This book is the story of a man who inspired many a Field interviewer, Field Manager and Researcher and the client to convince that the "Field" is an area of expertise and the outcome is the accuracy of the data. But more importantly, he inspired many a Field Interviewer, supervisor and Executive to build their career in Field. Otherwise, many would have left the industry. Today, many Field or Operations managers working in market research organizations in India and abroad, or have set up their own agency with the conviction that came, was influenced by him.

He was Arun Nandy.

Through him, I have tried to weave stories on how market research operations work. The names mentioned in this book are real, and many of them are still in the market research business. They all loved Arun. In all of our growth, somewhere lies Arun's influence...