--- title: The Narrative Research Forum 2025 description: Narrative research can help you get close to consumers and generate better, actionable, impactful insights image: https://blog.irrationalagency.com/hubfs/promo%20tile%20for%20narrative%20research%20event-2.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/promo%20tile%20for%20narrative%20research%20event-2.png) # The Narrative Research Forum 2025 [FMCG](https://blog.irrationalagency.com/tag/fmcg), [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) The field of Narrative Research,  accessing consumer stories and narratives to generate deeper and more effective insights, is a growing one. A few years ago, Irrational Agency pioneered narrative research, or System 3 as we call it, and have since helped some of the world’s biggest brands get a better understanding of audience, product and category.  The story is evolutionary. Narrative is hardwired into us. It is fundamental in how we communicate, how we think, and how we make choices. Narrative research uncovers the stories that sit at the centre of the decision and opinion-making process, and can provide true future insight, accurately forecasting our future behaviours and motivations. At Irrational Agency we believe that narrative research is key to getting closer to consumers and generating unique insights. That’s why we created the Narrative Research Forum. An annual event that brings together global speakers to share the latest in narrative research. You can watch all the presentations from the event below.  **Lilla Magony of Irrational Agency and Danica Caiger-Smith of Energy Systems Catapult discuss how narrative researh provided a better understanding of the emotional barriers to heat pump adoption.**       Threadline's Kristian Aloma discussed narratives at the intersection of chatbots and humans        Pulsar's Oryelle Clements explored how narrative intelligence can unlock deeper social insights        Our very own Leigh Caldwell and NewMR's Ray Poynter sat down to discuss** the future of behavioural science and narrative research in an industry landscape rapidly accelerating use of artificial intelligence. **     ###### 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 ## [The Narrative Research Forum](https://blog.irrationalagency.com/the-narrative-research-forum) The story is evolutionary. Narrative is hardwired into us. It is fundamental in how we communicate,... [Read More](https://blog.irrationalagency.com/the-narrative-research-forum) ## [How Customer Complaints Provide Free Insight](https://blog.irrationalagency.com/how-customer-complaints-provide-free-insight) As researchers, we are always looking for our customers to tell us about their experiences. It can... [Read More](https://blog.irrationalagency.com/how-customer-complaints-provide-free-insight) ## [Employee Experience: Research That Works](https://blog.irrationalagency.com/employee-experience-research-that-works-2) According to a PwC survey in 2023, more than a quarter of the workforce intend to quit their jobs.... [Read More](https://blog.irrationalagency.com/employee-experience-research-that-works-2) [Back to All Posts](https://blog.irrationalagency.com) **Our offices** **United Kingdom** Paddington Works 8 Hermitage Street London W2 1BE **​Netherlands** Keizersgracht 391 A1016 EJ Amsterdam **Site map** - [Home](https://irrationalagency.com/) - [About](https://irrationalagency.com/about-us/) - [Services](https://irrationalagency.com/services/) - [Work](https://irrationalagency.com/work/) - [Blog](https://blog.irrationalagency.com/) - [Publications](https://irrationalagency.com/publications/) - [Contact](https://irrationalagency.com/contact/) **Keep up to date** Sign up for irrational insights **Follow us** Follow us: