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Siamack Salari

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  • 1. The Emperor’s New Clothes Necessity, mother and invention Siamack Salari, Director, Journey HQ Ltd Founder EthOS Labs Ltd
  • 2. MARS CLIP
  • 3. 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
  • 4. 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.
  • 5. 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
  • 6. 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
  • 7. 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