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SXSWedu 2015

21 Voices: understanding students via ethnography

To transform learning, we must first understand the student – not just how they learn but all aspects of their lives - their goals, their fears, their primary motivations. These insights don’t come from surveys or focus groups. They come from spending time with students in their world. Thus was born a first-of-its-kind ethnographic research project to follow 21 students - to observe their lives across the length of their college career. This session will share a first glimpse of the results.

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  1. Provide insight into the daily lives of students – needs, wants, pain points, habits, etc. through a view of the data we’ve collected thus far.
  2. What does this data mean? How is it different from traditional market research gathered from surveys and focus groups? Hear from Cengage Learning user experience and product experts to understand how this data applies to product design.
  3. Encourage a dialog among attendees as to how we might create a better learning experience overall, one that fits the needs of today’s diverse students.



Kristina Massari, Sr. Manager, Public & Media Relations, Cengage Learning

Meta Information:

  • Event: EDU
  • Format: Core Conversation
  • Track: Cognitive Process & Design Thinking
  • Level: Basic Understanding
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