Deep Customer Insights Through Ethnographic Research (5 op)

Tavoitteet

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

Opiskelijan ajankäyttö ja kuormitus

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.

Arviointiasteikko

H-5