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Customer Journeys

The complete story.
Step by step.

Qualzy Journeys maps participant experiences across every touchpoint - with participant-rated scores, AI-generated summaries, and segment comparison charts that go straight into your presentations.

Follow Olivia through her Land Rover purchase journey - stage by stage, as captured in Qualzy Journeys.

Beyond Single Moments

Research that tracks the whole narrative -
not just a single point in time.

Journey-based research lets you follow participants through a complete experience - the highs, the lows, and the turning points in between. Whether you're mapping a purchase process, a healthcare pathway, or a digital onboarding flow, Journeys gives you the tools to capture and analyse the full story.

AI-powered insights Readable summaries generated automatically for every step - whatever data type participants submit
Segment overlay charts Compare how different groups experienced the same journey on a single, exportable chart
Maizy Chat for journeys Ask questions about your journey data and get instant, context-aware answers at any point
Seamless integration Add journey activities to any existing project alongside forms, discussions, video tasks, and more
Flexible Project Design

Two ways to build a journey.
Both powerful.

Every research project is different. Journeys gives you the flexibility to build the structure that fits the experience you're studying - not the other way around.

Every Journey activity is a Form.

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: key points extracted, summaries generated, and Maizy Chat ready to query the data. You're not learning a new system. You're using the full power of the form engine with journey scoring layered on top.

Single Journey Activity

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. From that point, form flow logic takes over: different questions can be shown for each stage, so a participant at stage 1 sees completely different prompts to one at stage 5. The activity looks simple from the outside but can handle genuinely complex, stage-specific data collection - all within a single setup.

Best for: diary studies, organic journeys, ongoing check-ins, quick setup

Multiple Journey Activities

Each activity is a dedicated 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. You get precise control over the structure of the experience - and the data that comes back reflects that precision.

Best for: structured experiences, sequential unlocking, stage-specific depth

A Journey doesn't have to be your entire project. Add journey activities to any research design alongside your other activities - giving you a truly holistic view of participants.

Qual + quant in a single activity. Every step includes one mandatory participant-rated score - satisfaction, ease of use, confidence, or whatever metric 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.

Segment overlay chart showing three groups - Journey Overall, People who bought a car, and Women - compared across seven journey stages from Initial Thoughts through to Purchase Details
Segment Comparison

See exactly where
segments diverge.

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. These are the moments that matter most to your client.

Any filter, any segment Use the full power of the responses window to isolate and compare specific groups
Participant-rated data points Every point on the chart is a score the participant gave themselves - no AI-inferred sentiment, no guesswork
Unlimited segments Overlay as many groups as you need - demographics, behaviours, purchase outcomes, custom screener answers
Export-ready for any presentation.

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.

AI-Powered Summaries

Every step summarised.
Whatever the data type.

Each step of the journey gets an AI-generated summary - whether participants submitted a long text response, a video, or an image. You get the richness of qualitative data when you need to dig deeper, and readable summaries that are instantly shareable.

AI-generated summaries for four stages of a car buying journey: online configurator, dealership visit, test drive, and purchase
Ask Maizy

Have a conversation
with your journey data.

In the responses window, Maizy Chat understands the unique context of a journey - which steps, which participants, which segments. Ask it specific questions and get direct, evidence-backed answers at any point during or after fieldwork.

Available at any point during or after fieldwork - you don't need to wait for data collection to close.
Research Applications

Every experience has a story.
These are the ones researchers tell.

Journeys is used across industries wherever a researcher needs to follow participants through a complete experience - not just capture a single moment.

Shopper & Purchase Journeys

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.

High consideration purchases · Retail · Automotive

Healthcare & Patient Pathways

Follow patients through diagnosis, treatment, and recovery - understanding where care excels and where it falls short at every interaction with the healthcare system.

Patient experience · Clinical trials · Service design

Digital Product Onboarding

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.

SaaS · Apps · Digital services

Employee Experience

Follow employees through onboarding, internal transitions, or organisational change. Understand how engagement and sentiment evolve at each milestone - not just in annual surveys.

Onboarding · Organisational change · Engagement

Customer Service Recovery

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.

CX · Service recovery · NPS drivers

Financial Decision Making

Map the emotional and informational journey through a major financial decision - mortgage, pension, insurance - capturing confidence, confusion, and trust at each stage.

Financial services · Mortgages · Insurance
Key Capabilities

Everything in one place.

Flexible creation

Single recurring activity for speed, or multiple distinct activities for precision. Either way, the same chart is built.

AI-summarised charts

Instantly understandable summaries for each step - whether the input was text, video, or an image.

Segment overlay charts

Compare different groups on a single chart. Exportable as high-quality images, ready for reports.

Maizy Chat

Conversational AI analysis of your journey dataset - ask specific questions, get context-aware answers.

Powerful filtering

Apply any filter from the responses window - isolate specific people, steps, or activities in seconds.

Integrated project design

Combine journey activities with any of the 18 other activity types in a single project for a holistic view.

Map Your Next Journey

Tell us about the experience
you want to map.

Whether it's a shopper journey, a patient pathway, or a digital onboarding flow - we'll show you how Journeys handles it.

Book a Discovery Call →