Abstract:

What is storytelling and how can it be applied to a market research context?The very notion of storytelling having any application to business and to research (given its scientific heritage) is an arguably novel concept. It is only recently as narrative research practices have infiltrated allied disciplines such as psychology, gender studies, education, anthropology, sociology, linguistics, law and history that the subject of the business narrative has become a topical subject for discussion.Qualitative research has historically been criticised for its subjectivity and over-reliance on the skill and person of the researcher. It is consequently surprising that a partnership with storytelling would now be considered. This crosses a boundary that qualitative research has always been careful not to overstep the boundary between being classified as art versus science.