Deep Customer Insights Through Ethnographic Research (5op)

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

Toteutustapa

Lectures, group work, individual assignments

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 is subject to changes and will be published in more detail in Canvas.

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