Deep Customer Insights Through Ethnographic Research (5 cr)

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. 2023. Interviewing users. How to uncover compelling insights. 2nd edition. New York, 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

Exam schedules

Based on the degree regulations (2024), the student accepted for the implementation is required to confirm his/her participation by showing activity at the start of the study in the following way:

In order to demonstrate activity, the student must be present at the first contact lesson or notify the teacher in charge of his/her absence to confirm his/her participation in the study. Registration will be rejected if the student does not report his/her absence at the start of the study or the reason for the absence cannot be considered justified. Another student can be taken in his place

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