The power of story in market research

Paul Stallard - Tuesday April 30th 2019

There is nothing new in storytelling. But can the 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.

Our guide looks at the anatomy of a good story. It aslo provides some practical advice with tips on how to add successful storytelling to your next project.

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