Ethnography for Product and Service Design

You will start by knowing the components of Cluster Study. They will briefly tell you their history, their values and their most important projects, in addition to telling you their influences in the world of design, cinema and literature.

You will learn the origin of ethnography and why it acquires relevance in the search for content that has meaning for your clients.

Then you can identify for what type of searches ethnography is appropriate, and what are the tools according to the research objectives. For this you will know in detail the range of techniques and tools of ethnographic search.

You will be able to know the step by step of an ethnographic research applied to design: the research question, the segmentation of the target audience or the search tools in the context of applied cultural analysis and synthesis, typical of ethnography.

Upon completion, you will be able to find powerful insights that result in products or services, having an impact on the lives of users, influencing their decision-making and differentiating themselves from the existing offer.