Deep Customer Insights through Ethnographic Research (5 cr)
Code: A9302-HYA21811
General information
Enrollment
14.05.2018 - 31.05.2018
Timing
28.08.2018 - 21.12.2018
Number of ECTS credits allocated
5 op
RDI proportion
3 op
Mode of delivery
Contact teaching
Unit
Laurea Leppävaara, liko
Campus
Laurea Leppävaara
Teaching languages
- English
Seats
15 - 35
Degree programmes
- Degree Programme in Service Innovation and Design (HYA2), Laurea Leppävaara
Teacher in charge
Virpi Kaartti
Groups
-
HYA218SJDegree Programme in Service Innovation and Design, yamk, S18, 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
Location and time
4.10., 10.11. and 29.11.2018 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 updated.
Co-operation with working life and/or RDI
Project work for the case company
Forms of internationality
International student group
Students workload
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.