--- title: "VIDEO: Narrative Research - The Only Way to Predict Future Behaviour" description: Narrative research is the only way your brand can accurately predict future human behaviours and motivations. This webinar will tell you more. image: https://blog.irrationalagency.com/hubfs/blogs/2023/20221103-irr-blog-how-do-you-find-the-why.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/blogs/2023/20221103-irr-blog-how-do-you-find-the-why.png) # VIDEO: Narrative Research - The Only Way to Predict Future Behaviour [FMCG](https://blog.irrationalagency.com/tag/fmcg), [Webinars and Videos](https://blog.irrationalagency.com/tag/webinars-and-videos), [Narrative Research](https://blog.irrationalagency.com/tag/narrative-research) Published by [![Leigh Caldwell](https://blog.irrationalagency.com/hs-fs/hubfs/leigh_bw.png?width=50&height=50&name=leigh_bw.png)**Leigh Caldwell** ](https://blog.irrationalagency.com/author/leigh-caldwell) .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](mailto:hello@irrational)   ###### 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 ## [Thoughts on Personalized and Data-Driven Marketing](https://blog.irrationalagency.com/thoughts-on-personalized-and-data-driven-marketing) Leigh Caldwell, Founding Partner at Irrational Agency has been quoted alongside a few others in an... [Read More](https://blog.irrationalagency.com/thoughts-on-personalized-and-data-driven-marketing) ## [Key Research Questions: How loyal are your customers?](https://blog.irrationalagency.com/how-loyal-are-your-customers) A question we’re being asked a lot by our clients this year is how can behavioural science provide... [Read More](https://blog.irrationalagency.com/how-loyal-are-your-customers) ## [FCA Consumer Duty: Key details from the December update](https://blog.irrationalagency.com/fca-consumer-duty-key-details-from-the-december-update) In December 2024 the FCA released two new updates after reviews into retail financial firms’... 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