This class is taught as a workshop. Techniques in planning for ethnographic research, interviewing and observation will all be done by doing these things in groups.

Planning: In this phase we're looking at understanding the goals or objectives of the research. Certain techniques are effective in improving process (the layout of a movie theater or drive through) while others are jumping off points for product or business creation.

Interviewing: The reason focus groups are so ineffective is because they are often used for the wrong purpose. We'll talk about focus groups not as a way to verify ideas but to develop unique concepts that wouldn't be obvious otherwise.

Observation: People have a tough time saying what they want because often they don't know. Here we focus on allowing human behavior to inform our ideas versus solely using their responses.

These techniques take time to learn, and learning only comes through experimentation. So come, have fun and you'll walk away with ways to develop your own consumer insights.