•   Deep Customer Insights Through Ethnographic Research A9302-3004 01.08.2022-31.12.2022  5 credits  (HYA222SJ) +-
    Learning outcomes of the course
    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
    Teacher in charge

    Taneli Heinonen

    Mode of delivery

    80% Face-to-face, 20% Distance learning

    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.

    Teaching methods

    Lectures, group work, individual assignments

    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%)

    Language of instruction
    • English
    Timing

    01.08.2022 - 31.12.2022

    Enrollment period

    23.05.2022 - 29.05.2022

    Group(s)
    • HYA222SJ
    Seats

    21 - 40

    Unit

    Korkeakouluyksikkö D /YAMK

    Teacher(s)

    Virpi Kaartti, Taneli Heinonen

    Programme(s)

    Degree Programme in Service Innovation and Design (HYA2), Laurea Leppävaara

    Campus

    Laurea Leppävaara

    RDI portion

    3 credits

    Virtual portion

    1 credits

    Evaluation scale

    H-5

    Co-operation with working life and/or RDI

    Project work for the case company

    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.

    Evaluation criteria
    Satisfactory

    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.

    Good

    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.

    Excellent

    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.