1. Why do we need customer research?

2. What is the impact of digital technologies on customer research (1 student)?

3. How do you approach the big challenge of offerings?

4. What technique combines qualitative methods to create successful offerings in the market, customers' needs, and expectations?

5.Describe the five sequential phases of the design thinking tools in Human-Centered Design:

6. I will invite 1-2 students to discuss the "first phase" of the Design Thinking Tools.

7. Describe empathy

8. In qualitative research, explain why the sampling matters

9. Differentiate Behavioral and Attitudinal studies

10. Can we say both types stem from Ethnografic studies? Why?

11. Behavioral studies: ethnographic observations. What is the overall goal of observations?

12. Attitudinal studies: ethnographic Interviews. What is the overall goal of the interviews?

13. If you combine interviews with observations (in ethnographic research, for example), at which time do, you recommend conducting the interview? Before, During, and/or After the Observation? Why?

14. Conducting interviews requires several steps of preparation. Three students will be invited to give the preparation of: 1 - interviewees; 2 - the interview; 3- interviewer

15. Several design thinking tools can be used to structure your collected data, transform it into artifacts, and offer a perspective for analyzing the data. What are "personas"? (1 student) How do "personas" are useful?(1 student)

16. Explain the tool "A day in the life"? (1 student)

17. What is an Empathy map? How can you create it? Build one example of a customer buying a coffee with your instructor (3 students. The third question the student says and the instructor draw)?

18. What is a Customer Journey Map? What are the goals of the technique, and what insights can it bring? Build one example of a customer buying a coffee at Tim Hortons with your instructor (3 students. The third question the student says and the instructor draw)?

19. What is the role of Digital Technology in Qualitative Customer Research (1 student)? Bring examples of technological resources (1 student). Explain the advantages of technology in Qualitative Research Data Analysis (1 student)

@IESE Business School SIMSE-E University of Navarra January 2019 Qualitative Customer Research Claudia Rbthke Robert Wayne Gregory Why Do We Need Customer Research? In order to design and develop solutions that engage users and help customers get their relevant jobs done, we need deep qualitative insight that goes beyond numbers and abstract patterns. in today's environment, where customer behaviors and expectations continuously change as a result of the direct impact of evolving digital technology, companies are increasingly identifying qualitative customer research as a key activity and capability. oftentimes, offerings are not successful because companies do not understand their customers' needs and expectations. More importantly, they think they know their customers and their needs, as well as the contexts in which those needs arise, but in fact they have never holistically analyzed them or reanalyzed them in the light of major environmental changes. There are many factors that shape customer expectations towards offerings. One such factor is the availability of technology and technological literacy. Customers use and expect multiple channels when it comes to accessing products and services. Digital technologies have greatly framed our experiences in terms of look and feel, ease of use and performance. Moreover, these technological enhancements allow companies to create very customized and interconnected offerings. This leads to the development of highly individualized expectations about customers' particularjourneys and thejobs to be done.1 Purchased for use on the RSCH 6010. at Fenshewe College. ia Mederios Mary Ba'l'lil'l'IO-IE. from \"Han-2023 to 30-Apr-223. Order ref F464919. rmued onry wrlnin these parameters clnerwee comam Irotnecaseoemrecrg l