“So Jim, what would you like to do for lunch? “My treat!” It was the moment I had been dreading all day, ironic since I am a lover of food. I was trying to sound chipper but I was worn through.
It was 2 pm and I was starving. I was sitting in the cab of a 48’ tractor trailer in Lowell, Arkansas. This was my first “ride along” research trip and I had not come prepared with snacks. I was doing in-depth generative research of the pick-up and delivery process for a freight company and hadn’t known that we don’t have lunch until all the deliveries were completed.
I was also not prepared for the weather as I am from up north and I thought the South would be hot in late May. It wasn’t – it was a constant drizzle and cold. So I was sitting in the cab feeling small and tired in the oversized loaner jacket that the dispatcher had given me. We had been on the road since 8:45 am but I had arrived at the trailer dispatch site even earlier to observe the set-up process. And that should have been fine, because on a normal day, Jim finishes around noon. But today we saw all the exceptions – an unprepared customer, incorrect paperwork, an obstructed delivery dock, and poor routing. As a researcher, it was a gold-mine as I observed where problems occurred and how Jim handled them. But as someone who is mildly hypoglycemic, it meant I was getting hangry. It had been a long morning of climbing into and out of that cab, learning which hand to place where to get the right leverage to pull yourself up as you step onto the step that is only wide enough for half your foot. And I don’t know how many of you have ridden inside of a tractor trailer but it is loud and you feel every bump.
In that moment as I asked about lunch, damp, tired, and hungry, I thought back on the the anxiety I had felt earlier in the day about lunch. A co-worker told me that on his previous ride-along they had eaten a burger from a gas station mini-mart. Even on a normal day that would make me uneasy, as gas stations aren’t known for freshness and hygiene. I knew that this type of research means being available for wherever the subject takes you, but I was really hoping that didn’t include food poisoning.
But at this point, 8 hours from my previous meal and having no idea what part of town we were in, who was I to be picky?
“So Jim, what would you like to do for lunch?”
“I just want a salad. I try to eat healthy.” I gave a huge sigh of relief, accompanied by a rumble of rejoicing from my stomach. It seemed that between the two of us, I would be eating the bigger meal. I found a nearby Mexican restaurant on Yelp. While enjoying the flavor combination of fresh cilantro and lime with nary a fryolator in sight, I realized how I had been making assumptions about “truckers” based on stereotypes rather than letting the research reveal the truth. And those assumptions were also judgments about health and lifestyle. Jim was aware of the health effects of his job and wasn’t going to turn down an opportunity to have a healthful meal, especially when a researcher was paying! One of the reasons truckers eat unhealthy food is both cost and convenience. Truck stops get food fast and are less expensive. Unfortunately, our food system is set up in a way that fresh, whole food costs much more than highly processed, industrially produced food.
I won’t be able to eliminate all my biases or preconceived notions but I can grow in my awareness of them. I have been on many more ride-alongs and other types of research trips since then. You better believe I always have a granola bar with me.
Steve Portigal is the founder of Portigal Consulting. He’s written two books on user research: Interviewing Users and Doorbells, Danger, and Dead Batteries. His work has informed the development of music gear, wine packaging, medical information systems, corporate intranets, videoconferencing systems, and iPod accessories. Follow Steve on Twitter or listen to his podcast Dollars to Donuts.
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