Deep Customer Insights Through Ethnographic Research (5cr)
Code: A9302-3003
General information
- Enrollment
- 24.05.2021 - 30.05.2021
- Registration for the implementation has ended.
- Timing
- 01.08.2021 - 31.12.2021
- Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 3 cr
- Virtual portion
- 2 cr
- RDI portion
- 3 cr
- Mode of delivery
- Blended learning
- Campus
- Laurea Leppävaara
- Teaching languages
- English
- Teachers
- Taneli Heinonen
- 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
Teaching methods
Lectures, group work, individual assignments
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 published in more detail in optima.
Co-operation with working life and/or RDI
Project work for the case company
Forms of internationality
International student group
Student workload
5 ects = appr. 135 hours
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