Ethnography 101- How to Discover Customer insights!

Ethnography 101- How to Discover Customer insights!

19:29 23 December in Uncategorized
5807 S Woodlawn Ave, Chicago, IL 60637

From 5.00pm until 7.00pm

At Chicago Booth Harper Center

5807 S Woodlawn Ave, Chicago, IL 60637

Ethnography 101

Join Us For An Introductory Class in Ethnography


What is Ethnography? How does it fit into Human-Centered Design? Why is it necessary to learn about the behaviors and motivations of consumers firsthand?

We’ll share the importance of Ethnography in designing products, services, and business models of your startup or company. We’ll explain different strategies, interviewing techniques, and even practice on one another.



Ethnography 101 will be a workshop to learn how to discover in-depth consumer insights. Ethnography is a type of qualitative research that aims to uncover the pains, needs, and behaviors of consumers. 

This research is a step in the overall framework of Design Thinking. Come to learn more about the process and how you can apply it in your career.



This event is sponsored and co-hosted by the Chicago Innovation Exchange.

Your fee includes food, drinks, and all materials needed. (Free for UChicago students with ID!)




5:00 Networking

5:30 Workshop

6:45 Presentations

7:00 Wrap-up



 Lizzie Pine is has been practicing Design Research for the past four years. She mainly conducts ethnography: studying individuals’ and consumers’ behaviors so clients can design to better meet their needs. What Lizzie loves most about Design Thinking is that it’s always a process and to create a successful product, you start by creating a ‘rough draft’ and go from there – the first version doesn’t have to be perfect.