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Narrative Research

How the Hidden Consumer Narrative Explains the Say/Do Gap

One of the most famous phenomena in behavioral market research is the say/do gap. David Ogilvy, the advertising genius, is...  
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The Big Qual Revolution: How to Get the Richness of Qual at the Scale of Quant

The classic dilemma that accompanies almost every brief: qual or quant? Is it more important to get the exploratory, open-ended,...  
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Why Consumer Psychology and Narrative Research Beats Focus Groups and Surveys Every Time

If you’ve sat in on a Marketing 101 lecture in the last 30 years, you’ll no doubt have heard the tale of woe that was Coca-Cola’s...  
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System 3 Flexibility: How Consumer Narratives Address Multiple Business Challenges

If you’re a consumer insights researcher working at a major brand, here are some questions you might ask yourself:  
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5 Ways Your Competitors are Nudging Your Customers with Applied Behavioral Science

While we often ask consumers to rate their level of interest in a new product, service, or brand, there are massive gaps between...  
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Tapping into Narrative Research and Storyhearing

When it comes to understanding consumer behavior, researchers have tapped into a variety of different methods over the years. One...  
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4 Emerging Consumer Narratives Around Sustainability

The concept of sustainability for consumers has been on a steady cultural incline since the 1980s, but it has often been shrouded...  
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