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Live Virtual《MBA》 Business Ethnography by Prof. Nobuyuki Nomura
MBA "Business Ethnography" by Prof. Nobuyuki Nomura was launched.
Business Ethnography
In this class, we will observe and analyze consumer behavior to find out what kind of environment users usually live in and how they think and behave when interacting with products and services, and then discover problems and propose new solutions to solve them.
Behavioral observation of construction and urban space
Ethnography is a research method used in cultural anthropology and sociology to find out the essence of a subject through observation and interviews rather than quantitative observation. In this class, we will deepen our understanding of what ethnography is and how it can be used in the business field through discussion and practice using the case method. This time, we went through the process of looking at photos and videos and proposing possible problems and solutions that can be improved from them. This is what the students learned from the discussion consisting of their own proposals. They then developed hypotheses for the focused areas and developed their own theories, which they then presented as evidence-based solutions. The students seemed to find it difficult at first to find problems in the commonplace scenery buried in everyday photos and videos, but with the facilitation of the enthusiastic Professor Nobuyuki Nomura, who brought out the various perspectives of each opinion, the class became more lively as the discussion progressed. As the discussion progressed, the class became more and more lively.
Professor Nobuyuki Nomura's Profile
After graduating from the University of Tokyo with a B.A. in Architecture, he completed his postgraduate studies at the Architectural Association School of Architecture (AA School) in the UK. D. in Engineering from the University of Tokyo. After working at Shimizu Corporation's Design Division and Plantech General Planning Office, he is currently a director of Teledesign First-Class Architect Office. He has been researching and designing comfortable environments through fieldwork and observation of people's behavior in a variety of environments from cities to office spaces. He is the author of "Urban and Architectural Fieldwork Methods" (INAX Publishing, 2002). He received the Good Design Award and the Japan Institute of Architects Award for Excellence in Architecture 2008 for the Esq Hiroo complex.
