Whatever one's role is within a company - marketing, product management, operations, finance, R&D, etc. - everyone owns the customer experience and the customer must be at the center of every decision. However, how often do you encounter knowledge gaps that prevent you from understanding your customers well enough so that you can anticipate what they need and want? These knowledge gaps create uncertainty that causes teams to second guess themselves, delay decisions, and/or make the wrong choices. The most successful brands have the power to predict their audience in a way that makes their customers ask, "How did you know?!" with surprise and delight when they launch a new brand, product, feature, experience, etc.

This course provides a framework and case studies on how ethnographic research can help you discover and distill insight into your customers so you can surprise and delight them across the entire brand experience. There is a final project but no final exam.