Deep Customer Insights Through Ethnographic Research (5 cr)
Code: A9302-3004
General information
- Enrollment
-
23.05.2022 - 29.05.2022
Registration for the implementation has ended.
- Timing
-
01.08.2022 - 31.12.2022
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
- 21 - 40
- Degree programmes
- Degree Programme in Service Innovation and Design (HYA2), Laurea Leppävaara
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