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Deep Customer Insights Through Ethnographic Research (5 cr)

Code: A9302-3002

General information


Enrollment
18.05.2020 - 24.05.2020
Registration for the implementation has ended.
Timing
01.08.2020 - 31.12.2020
Implementation has ended.
Number of ECTS credits allocated
5 cr
Local portion
4 cr
Virtual proportion
1 cr
RDI proportion
3 cr
Mode of delivery
Blended learning
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
Study unit
A9302

Objective

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

Oppimateriaali ja suositeltava kirjallisuus

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.

Toteutustapa

Lectures, group work, individual assignments

Työelämäyhteistyö ja/tai TKI

Project work for the case company

Kansainvälisyys toteutuksella

International student group

Student workload

5 ects = appr. 135 hours
Contact sessions
Reading
Project work

Sisältö ja sen jaksotus

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.

Evaluation scale

H-5

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