General Information
Promotional Video
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Instructor Bio
Emma is a design anthropologist with over 15 years of industry experience applying human-centered methodologies to complex innovation and organizational challenges. Working with clients that include Telus, TD Bank, Mattel, AstraZeneca, Nestle, SickKids, Pinterest, The United Way, and others, Emma translates human insights into opportunities for growth and differentiation. Using a range of social science, design and strategic foresight methods, Emma uncovers insights about human beliefs and behaviour and then works with business leaders to apply these learnings to make meaningful transformative change. She enjoys working on a broad range of challenges, including talent engagement, organizational change, strategic innovation, experience and service design.
In addition to her work for clients, Emma is an Executive-in-Residence at the Rotman School of Management at the University of Toronto, where she teaches the MBA Design Research and Data Storytelling course, Futures Thinking, and is faculty in the Executive Program.
Emma has a PhD in Cultural Anthropology from the University of Toronto, and an MA in Communication and Culture from York University.
Format
This course format is primarily project-based learning. A combination of: Lecture, Activity, Discussion, Critique, and Studio Time. Guest speakers from industry will be part of the course to share their professional practices and experiences.
Course Mission
This course is aimed at students with prior experience or coursework with business design and/or marketing research. The learning objectives are to:
- Learn and practice the fundamental principles of design research for business innovation
- Learn how to design, plan and execute a field-based qualitative research study;
- Learn how to apply ethnographic techniques (observation, semi-structured interviewing and analysis) to a real-world business challenge;
- Learn how to apply visual analytics techniques to synthesize data into powerful narratives
Course Scope
In this course, you will learn about design research and how to collect narrative data, discover patterns and develop insights and strategies. Design research is a sub-set of qualitative research that combines ethnography (studying people through rigorous observation and in-depth interviewing) with collaborative design. Through a learning-by-doing case-based approach, you will learn to uncover actionable insights about the broader contexts that shape human needs, beliefs and behaviours and de-risk innovation by ensuring that solution design is both relevant and differentiated.
You will learn and practice design research to develop compelling insights, design to test your hypotheses, and use visual analysis and storytelling tools to tell insightful stories. Design research and data storytelling are used extensively in management consulting, product and service design, marketing strategy, sustainability, communications, organizational development, etc., because deep understanding of people is fundamental to business success.
Evaluation and Grade Breakdown
| Component | Due Dates | Delivery | Weight |
|---|---|---|---|
| Individual Participation + Discussion | Ongoing | TBC | 20% |
| Discussion Comments (5 x 5%) | Ongoing | Document | 25% |
| Research Plan – Project Team (4-5 people) | February 29, 2024 | Report | 15% |
| Research Project – Project Team (4-5 people) | April 11, 2024 | Presentation and Report | 25% |
| Individual Final Assessment | April 12, 2024 (Midnight) | Report/Video/Blog | 15% |
Required Resources
N/A