For centuries, stories have been the most powerful way for people to understand their place in the world. In an era of big data, this is still true. In fact, stories are more important than ever. Data is good, but if we only see the world through data, we lose touch with our humanity. In research, harnessing the power of stories in our methodology can help reconnect brands to their customers in a more vivid way, revealing emotional truths that no other techniques can deliver as efficiently. Not only that, but stories are enjoyable - people love them. And therefore, using stories can even make business life more fun and enjoyable, and as everybody knows, things that are pleasurable are more likely to get done and be effective. This session will show how all this can be achieved.
Author: John Poulson
November 24, 1976
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