Team challenge for Session 3: Becoming ethnographers

Define the one meaningful problem you will work on and the relevant customer group that experiences the problem. 

Customer definition needs to be focused – pick the most relevant of potential customer groups based on demographic criteria, lifestyle, paying capacity etc. 

Then observe in as much detail as possible the customer group and the problem and gather your insights. 

Create a video (5 minutes max) to report all of the above. 


To capture video, you can use your computers, phones or other devices. To edit videos you can use Mac computers’ iMovie, youtube, or other software.  Aalto’s Panopto desktop and mobile apps can also help you capture / edit / store video. You can find more instructions on how to edit and upload videos to Panopto here:

When you have the final video, store it on the cloud (e.g on dropbox, icloud, or Aalto’s Panopto), and then post here only the link to it. Make sure the link works. 


Required readings:

  • Blank, S. (2013). Why the lean start-up changes everything. Harvard Business Review, 91(5), 63-72.
  • Brown, T. (2008). Design thinking. Harvard business review, 86(6), 84.