Siamack Salari Launches Customer Journey App

In the UK, ethnographic and customer journey research specialist Siamack Salari has launched a new smartphone app called Journey HQ, to provide insight into customers' natural decision-making and buying patterns.

Salari (pictured), who earlier in his career served as Head of BMP DDB's observational consumer research unit CulturLab, and Head of JWT's consumer research technique InSitu, is also the creator of mobile ethnographic research app EthOS, He has spent the past twenty years pioneering developments in the fields of ethnographic and customer journey research, and currently lectures in observational research at universities in the UK, France and India, and is a visiting fellow at King's College London's Department of Management.

His new app has been designed to capture people's natural behaviour, by enabling them to log aspects of their own decision-making journeys using a combination of photos, videos, audio and typed entries - as well as recording those things they nearly did / didn't do. The app also invites them to use a slider indicator to record their emotions at every stage of the process.

Journey HQ feeds data directly into a web site through which clients can follow their customers' journeys in real-time, and view activity in a customer journey timeline that can be sorted and analysed to meet the needs of a range of research projects. Journeys can be watched live or reviewed over time to trace triggers and different sources of influence, and a graphical display allows users to highlight behaviour patterns, compare events and track sequences.

Salari explains: 'The possibilities with the analysis tools are endless, so marketers can understand their customers' journeys in all their complexity and subtlety. The difference with Journey HQ is it's been developed by research experts, rather than techies. This means marketers' needs have been at the heart of the whole web site design, and every aspect is geared towards delivering them ultimate customer journey insight.'

Web site: www.journeyhq.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.