BY THE END OF THIS COURSE, YOU WILL BE ABLE TO

  • Frame and execute Experience Mapping research
  • Perform Guided Storytelling interviews that reliably produce insights
  • Deliver research results that help your organization move forward with confidence

AND YOU’LL WALK AWAY WITH

  • Step-by-step guides to conducting interviews
  • Interview scripts to help you get started
  • Coding templates to extract insights
  • Templates to guide digital read-outs

Course Syllabus

SESSION ONE

  • Produce learning goals that focus your research efforts and align with business strategy
  • Identify the best qualitative research tool to accomplish your learning goals
  • Apply guided storytelling and experience mapping methodologies to a surprisingly wide variety of problems
  • Recruit, train, and launch an effective research team (even in settings where research skills are sparse)

COHORT ACTIVITY

Think of an area or opportunity your business would like to learn more about. Identify the right target segment for that area, create learning goals, and clarify the point-of-view your team is seeking to understand.

Cohort activities are designed to apply learnings to your own context. During each session, you will get instructor feedback on the activity in smaller breakout groups.

SESSION TWO

  • Understand how to identify and recruit participants
  • Prepare screener surveys for interview partcipants
  • Recognize how to easefully manage the logistics of sourcing and scheduling interviews
  • Write field guides for Guided Storytelling interviews

COHORT ACTIVITY

Create a participant screener and sourcing plan; craft a first draft field guide for test interviews. Out of session, schedule two participants to interview.

SESSION THREE

  • Practice conducting and capturing information during interviews
  • Implement templates to code an interview for analysis
  • Collect new and existing data and assemble a packet of data for team analysis

COHORT ACTIVITY

Curate existing data and code interview data for assembly into a data packet for analysis

SESSION FOUR

  • Apply techniques on how to facilitate a team-based analysis/mapping session
  • Illustrate interview insights in an artifact to distribute to the organization

COHORT ACTIVITY

Conduct a mapping session and create a rough draft of an artifact for distribution

SESSION FIVE

  • Demonstrate how to organize for action in response to the insights gained from Guided Storytelling and the resulting Experience Map

COHORT ACTIVITY

Review Experience Map and interview learnings; facilitate strategy session

TESTIMONIALS