Understand What Customers Really Do – Not Just What They Say
See what truly drives your users.
The Follow & Observe course is a free, certified online training that teaches you how to gain deep customer insights using real-world observation techniques. Perfect for social entrepreneurs, design thinkers, and researchers, this course helps you uncover unspoken needs and design solutions that actually fit people's lives.
Whether you're designing services, launching new products, or conducting user research, this course helps you observe human behavior with clarity and purpose.
What You'll Learn
This course covers:
- How to conduct customer observation in real contexts
- Practical observational research methods
- Applying ethnographic techniques in innovation work
- Identifying unmet needs and behavior patterns
- Turning insights into action for product and service refinement
What's Inside the Course
- Interactive modules on user observation
- Real-world case studies from impact-driven projects
- Free downloadable templates for conducting and documenting field research
- Certified completion through the Open Badge Factory
This course is the final module of the "Empowering Social Innovators" business skills series — earn your final badge and full certification!
Who Is It For?
This course is perfect for:
- Social entrepreneurs
- Human-centered designers
- UX researchers
- Nonprofit innovators
- Students & professionals in product or service innovation
You don't need prior research experience – just curiosity and a desire to better understand your users.
Ready to Learn What Your Customers Really Need?
Enrol here