The Emperor’s New Clothes

Necessity, mother and inventionSiamack Salari, Director, Journey HQ Ltd

Founder EthOS Labs Ltd

MARS CLIP

Let me tell you a story

• EverydayLives - limited to large clients with deep pockets

• Every day in the field – multiply by 4 time needed to make sense of that day

• Logistical challenges inc. being detained at airports

• Or simply not seeing what you wanted to see and spending more time in home

A solution

• iPhone app – world’s first ethnographic research app 2009

• Send content back to yourself ready tagged and described

• Shorter clips, yes. But safely in your inbox.

Nothing works out the way you expect

• Coca-Cola flew us out to Atlanta – a platform for employees

• Our own competitors wanted to buy/use our platform

• No one wanted to use the way we had designed it

• Naturalism replaced by in the moment

• Spontaneity replaced by tasks

We quickly realised

• Mobile ethno events are not discreet standalone

• When features are not used correctly– Transcription (and not watching/listening) can

act as a buffer between you and your data

– Coding everything… will act as a buffer between you and the data

– Filtering everything…

Challenge of naturalistic, longitudinal decision tracking spurs us on• We understand how people capture and why

they capture

• We know – decision to capture is also data

– We know the act of capturing needs to be instinctive

– We know journeys don’t follow linear paths