Narrative research: The only way to predict future behaviour

Narrative research is a way to get a deeper understanding of consumer behaviours and motivations. Although it’s a methodology growing in popularity, it does call for a unique set of techniques, prompts and analysis to uncover insight.

Leigh Caldwell outlines its value in predicting future behaviour in particular, and provides practical advice on how researchers can gather and analyse consumer stories for maximum impact.

What you’ll learn:

• A comprehensive outline of an increasingly important methodology
• Practical advice and takeaways that can be applied immediately
• An understanding of the tools needed to get a deeper understanding of consumer 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 useful webinar, 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, however. Leigh shares practical advice on how you can gather and analyse consumer stories to get the maximum impact.