--- title: MRS Storytelling Conference 2023 description: how narrative research and system 3 uses storytelling to deliver commercial impact image: https://blog.irrationalagency.com/hubfs/Screenshot%202023-06-26%20141801.png --- hello@irrationalagency.com | +44 (0)20 7064 6555 Follow us: [![Irrational Agency](https://blog.irrationalagency.com/hs-fs/hubfs/raw_assets/public/Irrationalagency_September2022/images/irrational-agency-logo.png?width=1000&height=1663&name=irrational-agency-logo.png "Irrational Agency")](https://irrationalagency.com/) - [About](https://irrationalagency.com/about-us/) - [Services](https://irrationalagency.com/services/) - [Narrative qual](https://irrationalagency.com/narrative-qual/) - [System 3](https://irrationalagency.com/system-3/) - [Behavioral Conjoint](https://irrationalagency.com/behavioural-conjoint/) - [Hidden Stories](https://irrationalagency.com/hidden-stories/) - [Work](https://irrationalagency.com/work/) - [Blog](https://blog.irrationalagency.com/) - [Contact](https://irrationalagency.com/contact/) - Get free insight on... - [FCA Consumer Duty Guide](https://info.irrationalagency.com/fca-consumer-duty-guide?_ga=2.35805152.1357843051.1666273171-1379455377.1659466076&_gl=1*1mjfy27*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) - [Hidden Stories on Sustainability](https://info.irrationalagency.com/hidden-stories-report-on-sustainability-2022-landing?_ga=2.56850410.1357843051.1666273171-1379455377.1659466076&_gl=1*1ephb79*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) - [Guide to Behavioral Market Research](https://info.irrationalagency.com/guide-to-behavioral-market-research-download?_ga=2.30619775.1357843051.1666273171-1379455377.1659466076&_gl=1*7dbbmj*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) [![Irrational Agency](https://blog.irrationalagency.com/hs-fs/hubfs/raw_assets/public/Irrationalagency_September2022/images/irrational-agency-logo.png?width=1000&height=1663&name=irrational-agency-logo.png "Irrational Agency")](https://irrationalagency.com/) [Back to All Posts](https://blog.irrationalagency.com) ![](https://blog.irrationalagency.com/hubfs/Screenshot%202023-06-26%20141801.png) # MRS Storytelling Conference 2023 [Webinars and Videos](https://blog.irrationalagency.com/tag/webinars-and-videos), [Case Study](https://blog.irrationalagency.com/tag/case-study), [Narrative Research](https://blog.irrationalagency.com/tag/narrative-research) Published by [![Irrational Agency](https://blog.irrationalagency.com/hs-fs/hubfs/irr-logo-sq.png?width=50&height=50&name=irr-logo-sq.png)**Irrational Agency** ](https://blog.irrationalagency.com/author/irrational-agency) As humans, storytelling and narrative is a hardwired system of interpersonal communication and historically, an early form of passing on warnings, morals, and explaining our place and origin in the world. So, this month we were delighted to speak with our clients UKTV at the Market Research Society Storytelling conference.  It was great to share the space with such a great set of agencies and research clients showcasing how storytelling can help better communicate research, cut through the noise, and increase engagement with insights throughout a business.  Obviously, we approached it from a slightly different angle. Storytelling runs through everything we do, so while we use storytelling techniques in our deliverables, we also use stories to generate insights. At the event we discussed how consumer stories can be collected, through a set of unique prompts in quant fieldwork, and how those can be analysed through a narrative and behavioural science framework.   We were also joined by Sophie Martin, Insight Manager at UKTV who discussed how using consumer stories allowed the UKTV channel alibi to record the best results in 10 years!  If you couldn’t make the event, you can access our slides from the event [here](https://blog.irrationalagency.com/hubfs/blogs/2023/Leigh%20Caldwell%20Irrational%20Agency-UKTV%20Slides.pdf). And if you’re interested in how we helped UKTV, you can watch our previously recorded presentation on the project below.   ###### Share this article on [Follow us on Facebook](https://www.facebook.com) [Follow us on LinkedIn](https://www.linkedin.com) [Follow us on Twitter](https://www.twitter.com) [Follow us on Instagram](https://www.instagram.com) ## Related Posts ## [Consumer Duty: New Updates from the FCA](https://blog.irrationalagency.com/consumer-duty-new-updates-from-the-fca) Last year we all worked hard to meet the July 2023 deadline. Now in 2024, the FCA has marked out... [Read More](https://blog.irrationalagency.com/consumer-duty-new-updates-from-the-fca) ## [How We Helped UKTV Record the Best Result in 10 Years](https://blog.irrationalagency.com/uktv-how-we-made-the-unconscious-visible) UKTV were finding that marketing campaigns for their crime channel brand alibi were not generating... 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