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Deep Customer Insights Through Ethnographic Research (5 cr)

Code: A9302-3002

General information


Enrollment

18.05.2020 - 24.05.2020

Timing

01.08.2020 - 31.12.2020

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

  • HYA220SJ
    Degree Programme in Service Innovation and Design, yamk, S20, 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

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.