Customer journey research
Customer journey research follows people stage by stage through a purchase, an onboarding or a service experience. In Qualzy, participants score each stage as they go and explain why, so you see where the experience rises and falls, and for whom.
Follow Olivia through her Land Rover purchase journey, stage by stage, as captured in Qualzy Journeys.
Journey-based research follows participants through a complete experience: the highs, the lows, and the turning points in between. Whether it's a purchase, a healthcare pathway or getting started with a new app, Journeys captures and analyses each stage of it.
Keep it simple with a single activity that covers every stage, or give each stage its own activity and control the order. Either way it's the same form builder and the same AI analysis.
That means every question type available in Qualzy (open-ended text, video upload, image upload, audio, ranking, selection) is available in a Journey. Every response gets the same AI processing as any other, with key points, a summary and Maizy Chat. There's no new system to learn, just the form builder with journey scoring added.
One activity, any number of stages. Participants open the same form each time they have a stage to record, selecting which stage they're at from a selection question. Form logic then shows the questions for that stage, so a participant at stage 1 sees different prompts from one at stage 5, all within one activity.
Each activity is one stage, with its own questions, its own instructions and its own place in the sequence. Activities can be set to unlock only after a previous stage is completed, so participants move through the journey in exactly the order you design. Some stages can be one-off; others can repeat.
A Journey doesn't have to be your entire project. Add journey activities alongside your other activities, such as discussions, video tasks and forms, in a Qualzy Discussions project or a community. Participants can also complete them in the AI-moderated chat.
Qual and quant in a single activity. Every step includes one mandatory score, rated by the participant, for satisfaction, ease of use, confidence or whatever fits the study. That score is what builds the journey chart. Pair it with open-ended questions, video, or images at the same step and you get the trend line and the story that explains it, without running separate quant and qual studies.
Overlay different segments onto a single chart (age groups, user types, purchase behaviour, demographics) and watch where their experiences align and where they split apart.
Every journey chart and segment overlay exports as a high-quality image with one click: ready to drop straight into a client deck, report, or stakeholder slide without any reformatting.
Each step of the journey gets an AI-generated summary, whether participants submitted a long text response, a video or an image. Read the summaries for the overview, and go to the responses when you need the detail.
In the responses window, Maizy Chat knows the shape of a journey: which steps, which participants and which segments. Ask it specific questions and get direct, evidence-backed answers at any point during or after fieldwork.
Journeys is used across industries wherever a researcher needs to follow participants through a complete experience rather than a single moment.
Track the full path from discovery to purchase, and every touchpoint that shapes the decision in between. Used for automotive, retail, financial products, and high-consideration purchases.
Follow patients through diagnosis, treatment, and recovery, understanding where care excels and where it falls short at every interaction with the healthcare system.
Map the first-week experience with a new product or service, from initial setup through to the first meaningful moment of value. Find where people drop off and why.
Follow employees through onboarding, internal transitions, or organisational change. Understand how engagement and sentiment evolve at each milestone, between the annual surveys.
Track how a service failure is resolved and how perception recovers (or doesn't) at each intervention. Identify where the recovery effort lands and where trust breaks down.
Map the emotional and informational journey through a major financial decision (mortgage, pension, insurance) capturing confidence, confusion, and trust at each stage.
Walk us through the touchpoints, the audience, what you're hoping to understand. We'll ask a few questions and you'll have a clear picture of how Qualzy could work for you by the end of the call.
