Insight and Analysis in Service Innovation (BDS230)

The course offers an introduction to insight gathering and analysis in service innovation processes. It provides the foundational competence needed to carry out insight work for various stakeholders within an organisation and/or value chain. Throughout the course, students learn qualitative methods for mapping stakeholders, gaining insights into diverse needs, requirements, and frameworks in the innovation process, and applying these insights within an organisational context. Students learn to systematically analyse qualitative material to identify key findings and areas of opportunity for the future development of new services.


Course description for study year 2025-2026. Please note that changes may occur.

Facts

Course code

BDS230

Version

1

Credits (ECTS)

10

Semester tution start

Autumn

Number of semesters

1

Exam semester

Autumn

Language of instruction

English

Offered by
Time table

View course schedule

Content

The course covers theories, models, methods, and practices related to insight gathering and analysis in service innovation processes. It emphasises both theoretical and practical approaches to mapping and insight gathering, using various methods and tools. Additionally, the course introduces the systematic analysis of qualitative material to identify key findings for the development of new services within an organisational context.

Learning outcome

Knowledge

After completing the course, students will:

  • have in-depth knowledge of various theories, models, methods, tools, and key concepts related to mapping and insight gathering in service innovation, including design thinking.
  • understand what inhibits and promotes good insight and analysis work at individual, group, and organisational levels, and what kind of mindset and practice underlie best practice.
  • have knowledge of how obtained qualitative material can be analysed, quality-assured, and used to uncover key findings and areas of opportunity.
  • have knowledge of how to anchor insight gathering and analysis work within an organisation as part of the effort to develop and realise new service concepts.

Skills

After completing the course, students will:

  • be able to apply different qualitative methods to survey stakeholders and gain insight into various needs, requirements, and frameworks in an innovation process.
  • be able to critically reflect on the use of different methods for mapping and insight gathering, argue for method choice, and adjust direction and method if necessary.
  • be able to systematically analyse obtained insight material to uncover main findings and areas of opportunity.
  • be able to ensure the quality of insight material and anchor it within an organisational context.

General competence

After completing the course, students will:

  • have a theoretical and practical understanding of the basic dimensions of mapping and insight work.
  • be able to plan, design, and carry out a mapping, insight, and analysis process on a given issue, and see the work as part of a larger innovation and business development process.
  • be able to analyse and critically reflect on both insight and analysis work, as well as their own practice.
  • be able to communicate and discuss professional issues in the field.

Required prerequisite knowledge

None

Recommended prerequisites

BDS100 Digital Transformation in the Service Industries, BDS210 Data- and Information Management

Exam

Form of assessment Weight Duration Marks Aid
Home exam 1/1 1 Weeks Letter grades

Coursework requirements

Assignment
To be eligible to take the exam, students must submit an individual critical reflection on their learning journey (approved/not approved).

Course teacher(s)

Course coordinator:

Hong Li

Method of work

The course offers a dynamic blend of lectures, guidance, group work, case studies, project work, workshops, and presentations. Various theories, models, and methods are taught during the lectures. These methods and tools are applied in subsequent workshop sessions, where students collaborate on concrete cases. Throughout the course, students are encouraged to reflect regularly on their practices and produce deliverables that are separate from the exam.

Open for

Hotel Management - Bachelor's Degree Programme Tourism Management - Bachelor's Degree Programme
Admission to Single Courses at the Faculty of Social Sciences
Exchange programme at Faculty of Social Sciences

Course assessment

There must be an early dialogue between the course supervisor, the student union representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital course evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.

Literature

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