Deep Customer Insights Through Ethnographic Research (5 cr)

Code: A9302-3005

General information

Enrollment: 22.05.2023 - 28.05.2023
Registration for the implementation has ended.

Timing: 01.09.2023 - 31.12.2023
Implementation has ended.

Number of ECTS credits allocated: 5 cr

Local portion: 4 cr

Virtual proportion: 1 cr

Campus: Laurea Leppävaara

Teaching languages: English

Seats: 20 - 40

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

Teachers: Hannu Tikkanen; Taneli Heinonen

Groups: HYA223SJ
Degree Programme in Service Innovation and Design, yamk, S23, Leppävaara

Study unit: A9302

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

Materials

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.

Teaching methods

Lectures, group work, individual assignments

Employer connections

Project work for the case company

International connections

International student group

Student workload

5 ects = appr. 135 hours
Contact sessions
Reading
Project work

Content 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 scale

H-5