Deep Customer Insights Through Ethnographic Research (5 cr)
Code: A9302-3001
General information
Enrollment
13.05.2019 - 26.05.2019
Timing
01.08.2019 - 31.12.2019
Number of ECTS credits allocated
5 op
Virtual proportion
1 op
RDI proportion
3 op
Mode of delivery
80 % Contact teaching, 20 % Distance learning
Unit
Korkeakouluyksikkö D /YAMK
Campus
Laurea Leppävaara
Teaching languages
- English
Seats
20 - 35
Degree programmes
- Degree Programme in Service Innovation and Design (HYA2), Laurea Leppävaara
Teachers
- Virpi Kaartti
- Taneli Heinonen
Groups
-
HYA219SJDegree Programme in Service Innovation and Design, yamk, S19, Leppävaara
Learning outcomes
The student is able to
- use the ethnographic approach in service development
- apply qualitative research methods
- discover unarticulated customer/user needs and envision the opportunities this opens up
- analyse customer/user experiences across all the touch points of an organisation
Teaching methods
Lectures, group work, individual assignments
Location and time
4.10., 9.11. & 29.11.2019 at 9-16:30 Laurea Leppävaara campus
Learning materials and recommended literature
Portigal, Steve. 2013. Interviewing users. How to uncover compelling insights. Brooklyn, New York, USA: Rosenfeld media.
Madsbjerg, C. & Rasmussen, M.B. 2014. The Moment of Clarity: Using the Human Sciences to Solve Your Toughest Business Problems. Chapters 4-5 p. 75-122.
The literature list will be published in more detail in optima.
Co-operation with working life and/or RDI
Project work for the case company
Forms of internationality
International student group
Students workload
5 ects = appr. 135 hours
Contact sessions
Reading
Project work
Content and scheduling
In this study unit there are three contact sessions, pre-assignment and a course assignment which consists of several steps: interviews, observation, analysis, crafting of insights, giving a presentation, reporting and reflecting your learnings. The work is done individually and in small groups.
Grading scale
H-5
Evaluation methods and criteria
Assessment criteria for master level study units.
The assessment is based on
- Pre-assignment, pass/fail
- Course assignment, 1-5 (50%)
presentation (25%)
report (25%)
- Student's individual work and learning diary, 1-5 (50 %)
field notes (20%)
reflection inc. comments on peer review (30%)
Evaluation criteria, satisfactory (1-2)
Grade 1 - Student is able
Knowledge base: To gather, process, produce and evaluate information widely. To use concepts of the area of expertise systematically.
Problem solving: To solve problems in research, development and/or innovation activities.
Development: To recognise and analyse focuses of development making use of the knowledge base.
Communication: To communicate clearly both orally and in writing.
Evaluation criteria, good (3-4)
Grade 3 - Student is able
Knowledge base: To gather, process, produce and evaluate information critically and widely making use of both national and international scientific sources. To use concepts of the area of expertise fairly.
Problem solving: To solve problems in research, development and/or innovation activities by applying and combining information from different fields.
Development: To create target-oriented, justified development plans considering the community.
Communication: To communicate in a competent, clear and consistent manner both orally and in writing.
Evaluation criteria, excellent (5)
Student is able
Knowledge base: To create a consistent framework/knowledge base making use of both national and international scientific sources in a critical analytic fashion.
Problem solving: To solve demanding problems in research, development and/or innovation activities where new knowledge and competence is created as well as to apply and combine information from different fields.
Development: To develop the activities of the competence area in a target-oriented and communal fashion.
Communication: To communicate convincingly both orally and in writing to audiences within and exterior to the field.