Why do people lose interest in a product they initially wanted? Why can a carefully designed service still feel inconvenient in everyday life? The answer often lies in the realities of people’s daily routines - their values, relationships, habits, expectations, and practical constraints.

This seminar introduces a social-anthropological approach to customer and user experience research. Participants will learn how to look beyond what people say and better understand what they actually do, why they do it, and which needs they may struggle to express themselves.

The focus is on turning these insights into better products, services, digital solutions, and communication.

In the practical part, participants will work with a real example from their own professional context and develop an initial customer or user research plan. They will also challenge existing assumptions and explore the proposed solution from the user’s perspective.

Led by: Renāte Celmiņa, Data Analyst and Senior Project Manager at PowerHouse Latvia, and Mārtiņš Daugulis (PhD, MAnth), Director of Research and Development at PowerHouse Latvia.

Duration: 2.5 hours, including theory, practical exercises, and discussion.

Audience: Professionals from the private, public, and non-governmental sectors working with customer and user insights, service development, and communication.

Available in English and Latvian.