This course will provide you-the entrepreneur, the product manager, the director of finance or whatever your discipline may be-your own case study and framework on how to conduct ethnographic research and distill insight to surprise and delight your customer across the entire customer journey. In this highly experiential course you will partner with a real client to help them solve a business question via ethnographic research. You will learn how to set up an ethnographic research project; conduct ethnographies; analyze and tell a story around qualitative data; and build influence and alignment around your recommendations. This course uses a combination of lectures, case studies, and in-class exercises to prepare you for your final group project which you will present to the client's senior leadership team, and that will inform their upcoming strategic plan. There is no final exam.