Ethnographic Research for Managers
This two-day, hands-on intensive course aimed at mid-career managers introduces the principles of ethnographic research and how to apply it to your business challenges. Ethnographic research methods help managers gain a deep understanding of customer needs, resources and contexts...
Taught by: Leeor Levy, with others.
This two-day, hands-on intensive course aimed at mid-career managers introduces the principles of ethnographic research and how to apply it to your business challenges. Ethnographic research methods help managers gain a deep understanding of customer needs, resources and contexts. When combined with design thinking (see CSM short course Design thinking for Managers), ethnographic research provides a powerful tool for developing and applying insights about customers to drive organisational strategy and innovation. The course is designed to give you learning experiences through which you will develop practical skills that you can take back to the workplace. The course is taught by experienced ethnographic researchers with first-hand experience of doing research inside organisations in different sectors.
The training will equip you with conceptual and practical tools for designing and implementing ethnographic research strategies. The course will also provide case studies and hands-on learning to demonstrate how research insights can be applied to develop customer journeys, experience frameworks and other outputs to inform consumer strategies and product development. You will also take away insights into how you as a manager can develop and build this capability and apply it to your professional context and how ethnographic research can work alongside other approaches such as data science.
After taking the course learners have access to University of the Arts London alumni network. You will also gain a certificate to show successful completion of the course.
This course is aimed at: Product managers, marketing managers, innovation managers, technology entrepreneurs, social entrepreneurs
- Ethnographic research: what it is and why it matters to organisations
- Ethnographic methods and tools and when and how to use them
- Putting it into practice in organisational contexts
- When and how to apply ethnographic research
- Developing an ethnographic research strategy and combining it with other approaches such as data analysis
- Tools, methods and processes for ethnographic research
- Insight generation and application
- Applying the process to your organisational challenges
When you complete the course, you will be able to:
- Describe the main frameworks and methods associated with ethnographic research
- Use the key tools to develop an ethnographic approach to generate insights
- Identify opportunities to use ethnographic research in relation to your own team and organisational challenges
How it will be taught:
Practical workshops applying ethnographic frameworks, methods and tools to organisational challenges; case study discussion; peer to peer learning and feedback; guest speakers
Leeor Levy is an ethnographic research specialist who combines cultural insight with design processes to develop service and innovation strategy. She brings over 20 years of experience in communication and design, ethnographic research and strategy development to bridge the gap between insight generation and its application to solutions. Leeor has worked internationally for clients and organisations in consumer technologies, healthcare, the public sector, public policy and international development. Consulting independently and with international design agencies, Leeor’s portfolio includes projects for clients such as AstraZeneca, Roche, the BBC, Nokia, the Policy Lab in the Cabinet Office and the United Nations. Leeor’s formal education includes degrees in Physiology and Psychology, Communication and Design, and an MA in Sociology. During the first half of her career she was a co-founder and creative director of a design, advertising and branding agency. Leeor Levy on LinkedIn.
Please note that all course materials are provided and no previous experience is required
Recommended resources and reading:
- EPIC - Ethnographic Research Network https://www.epicpeople.org/
- Ethnography Matters blog http://ethnographymatters.net/
- Anthro-Design mailing list https://anthrodesign.com/
- Anderson, K. (2009). Ethnographic Research, A Key to Strategy. https://hbr.org/2009/03/ethnographic-research-a-key-to-strategy
- Hammersley, M. and Atkinson P. (2007) Ethnography: Principles in Practice, Abingdon: Routledge
- Ladner, S. (2013). Practical Ethnography: A Guide to Doing Ethnography in The Private Sector. Left Coast Press