Customer Journey Research in Saudi Arabia
Friction can sit at one stage or several, depending on the evidence. NOMAS links each stage to the behavior seen, the evidence behind it and the hypothesis it supports, so you know what to verify first.
Only the stages agreed in scope are mapped. Interviews and additional research are added only when agreed.
Possible stages, chosen by your question.
Discovery
Can the right person find you, and does the first impression match the need?
Comparison
Can the offer be understood and set against alternatives without effort?
Inquiry
Is it clear how to ask, what happens next and how fast the answer comes?
Purchase
Do terms, payment or approvals create a reason to pause?
Service
Does the experience after purchase confirm or undermine the decision?
These are possible stages. A project covers those agreed in scope, not necessarily all five.
Bound the journey, then use only what is permitted.
The work starts by agreeing which journey, which audience and which channels are in scope. A narrow, named journey produces a more useful reading than a general review of everything.
| Source | Typical use | Condition |
|---|---|---|
| Available observations | Walking the public journey step by step. | Public or client-provided access. |
| Complaints and feedback | Recurring themes at each stage. | Provided by the client, handled with care. |
| Existing data | Drop-off, response time, channel records. | Available, defined and permitted for use. |
| Interviews and added research | Asking customers why they hesitated. | Only by agreement on scope. |
What happened and why it happened are separate claims.
Hypothetical case: a visitor reads a service page and leaves before requesting a quotation
Imagine a visitor reads a service page and leaves before the quotation request. That is an observation. Leaving alone is not enough to infer the cause.
The visitor may have found the scope unclear, wanted a price first, been comparing others, been interrupted, or already got the answer. Each is a hypothesis. Only further evidence, such as feedback or asking customers by agreement, can support one over another.
Outputs, depending on the agreed scope
Friction map
The agreed stages, with observations and hypotheses about friction set side by side.
Evidence register
Each finding with its source, date and strength.
Observations and hypotheses
What was seen, kept apart from possible explanations of why.
Open questions
What the evidence cannot yet answer.
Verification priorities
Which hypothesis to check first, and how.
The journey map, the reading of the evidence and the verification priorities depend on the data and access agreed. Your team approves the decisions and carries out any changes.