I wanna tell you a story...

We all love a good story, and we can use them at work, too. Storytelling is not just for campfires and soap operas ­ park a retail audience down and talk of stories and archetypes, then watch the light dawn. If a customer or staff member is recognised as ‘doing a Fred’, this could mark the first stage in the introduction of cultural change to an organisation.

But first, to basics: Why narrative? The most obvious benefits come from its adaptability ­ and the insights it offers. Many techniques could fall under the heading of ‘narrative research’. Some are re-workings of familiar qualitative approaches; others are related to techniques like ethnography, discourse analysis, social network analysis and stream analysis. Traditional focus group moderation will of course elicit stories, but the distinction between this and narrative research is the intentionality underpinning the generation and analysis.
 

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