Siamack Salari
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Transcript of Siamack Salari
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