Deep Customer Insights through Ethnographic Research (A9302), 5 op

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 Study unit                              Deep Customer Insights through Ethnographic Research (A9302), 5.0
 Implementation                          HYA1411: 1/2014-2015 (25.08.2014 - 15.01.2015)
 Type                                    SERVICE LOGIC DRIVEN INNOVATION AND DESIGN COMPETENCES (A862)
 Groups                                  Primary: HYA214SJ Others :
 Involved in the project
 Lecturers
 Number of participants                  Minimum: Maximum:
 Enrolment period                        19.05.2014 08:00 - 02.06.2014
 Main timing for implementation
 Applicabililty                          For exchange students: No For elective studies: No Open UAS student: No Suitable
                                         for virtual UAS: No

 Teachers                                Guilland Auli (Teacher in charge), Kaartti Virpi (Other teacher)
 Campus                                  Laurea Leppävaara
 Main location for implementation
 Implementation method                   Optima realization/student group, Project/venture/R&D, Web/virtual Language:
                                         English Virtuality: 0 cr Integration of R&D: 3 cr
 Implementation class                    LbD based on local project or development task
 Focus areas                             Service business
 Evaluation at the latest                15.02.2015 Storing of graded material ends.: 15.01.2016
 Exam days                               Real: 15.01.2015

 Having completed the study unit the     ●      use the ethnographic approach in service development
 student is able to                      ●      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

 Previous studies
 Evaluation criteria and methods         See the evaluation criteria of a study unit in master studies in optima folder.
 R&D methods                             Interview, observation, storytelling
 Other arrangements                      Contact sessions: October 25, November 13 and December 11 at 9-17

Learning events
 Date             o'clock/at h     Subject          Content                                         Status            Teachers
 25.10.2014       9-17                              IntroductionFrom data gathering to                                Auli Guilland,
                                                    customer insightsPlanning an interview                            Virpi Kaartti
 13.11.2014       9-17                              Ethnography and user ethnography,                                 Auli Guilland,
                                                    T.HarviainenReflecting the interview                              Virpi Kaartti
                                                    experiencesObservation
                                                    exerciseStorytelling
 11.12.2014       9-17                              9-10.30 "Dream Catching", Anu Helkkula,                           Auli Guilland,
                                                    Assistant Professor, Docent, CERS Center                          Virpi Kaartti
                                                    for Relatinship marketing and Service
                                                    management, Hanken School of
                                                    Economics10.45-11.15 The role of
                                                    qualitative research for understanding
                                                    customer needs and informing design
                                                    decisions, L.Lorenzo11.15-12 Story
                                                    telling analysis12-13 Lunch13-14.20 Story
                                                    telling analysis continues14.20-15

SoleOPS 3.5.5 Study offer © 2005-2016 Solenovo Oy
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Implementation plan Finished



                                         Personas15-15.30 Case, K. von
                                         Alfthan15.30-16 Visual research and
                                         sensory ethnography, examples16-16.30
                                         Sum up
 15.01.2015   16:30-19:30
                        3   Exam




SoleOPS 3.5.5 Study offer © 2005-2016 Solenovo Oy