The power of story in market research
Written by: Paul Stallard
There is nothing new in storytelling.
Stories are powerful things. They make us laugh, they make us cry, they change the way we think and act. Stories are potent, emotional and memorable. At Arlington research we understand this and ensure that stories are at the heart of every piece of research we undertake.
But can the market research world make better use of the genre?
While storytelling has become a buzzword in marketing circles, the subtleties of good storytelling have been lost somewhere along the way. This is also true in research. If the data doesn’t tell a story that people feel passionately about you will struggle to get them to notice it.
So what exactly is storytelling and how can it be applied to the process of research? More importantly, how can research storytelling influence sales?
Great storytelling causes people to see and feel something in a way that a list of bullet points cannot.
We believe that you need to ask the right questions and really understand what your customers need when creating a piece of research that will resonate with them. For this reason we only employ director level consultants who can use all their experience to ensure your story is told.
Our free guide looks at the anatomy of a good story. It also provides some practical advice with tips on how to add successful storytelling to your next project.