Irrational Agency
Recently narrative research has helped Mondelez understand new opportunities in new categories, it’s helped UKTV record the best result in 10 years for their channel, Alibi, and allowed Sanofi to uncover unique insights on extremely delicate topics.
But what is Narrative Research?
Consumers are bad at predicting their future behaviour and traditional market research only asks questions based on past choices. True future insight, however, can be found in the stories they tell themselves, tell each other and tell us. Narrative research is an approach of data collection and analysis that uses consumer narratives to get deeper and more actionable insights than a straightforward question will ever be able to. Whether it’s asking respondents to create their own stories, or analysing existing narratives on social platforms, these stories hold the key to true behaviours and motivations.
At Irrational Agency we believe this behavioural science approach is the only way to generate true future insight. That’s why, on 7th February 2024, along with NewMR, we’re hosting the first annual Narrative Research Forum. We’ll be joined by a number of speakers to discuss the power of Narrative Research in insight.
The event will feature presentations from:
You can find out more about the event and register here.