Deep Customer Insights through Ethnographic Research (5cr)
Code: A9302-HYA21811
General information
- Enrollment
- 14.05.2018 - 31.05.2018
- Registration for the implementation has ended.
- Timing
- 28.08.2018 - 21.12.2018
- Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 5 cr
- RDI proportion
- 3 cr
- Mode of delivery
- Contact learning
- 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
- 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
Time and location
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
Student 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.
Evaluation scale
H-5