VIDEO: Narrative Research - The Only Way to Predict Future Behaviour

.Consumers are bad at predicting future behaviour, and traditional market research only asks questions based on past choices. But by tapping into the stories that consumers tell about brands, products and services we can provide true future insight.

Stories are fundamentally human, and while we value and understand the power of storytelling in delivering our insights, we haven’t capitalised on what consumer stories can tell us about how they make choices. Asking research participants to tell their own stories in a structured way allows us to more accurately predict their behaviour.

In this webinar presented with the MRS last month, our founder Leigh Caldwell outlines why narrative research is valuable in predicting future behaviour - and why it’s growing in popularity as a methodology to get a deeper understanding of consumer behaviours and motivations.

Uncovering insight with narrative research does call for a unique set of techniques, prompts and analysis. Leigh shares practical advice on how you can gather and analyse consumer stories to get the maximum impact. 

If you want to know more about how narrative research can help your brand get closer to consumers, get in touch at hello@irrationalagency.com