The Role of Narrative in Research with Irrational Agency and NewMR

There are no slides for this presentation, however, you can access the other slides from other presentations in this event by visiting our Play Again page.

There are no slides for this presentation, however, you can access the other slides from other presentations in this event by visiting our Play Again page.

This ‘Narrative Research’ forum, hosted by produced by the Irrational Agency and NewMR, brings together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights.

The story is evolutionary. Narrative is hardwired into us.
It is fundamental in how we communicate, how we think, and how we make choices.
Narrative research, therefore, uncovers the stories that sit at the centre of the decision and opinion-making process, and can provide true future insight, accurately forecasting our future behaviours and motivations.

Leigh Caldwell (Founder, Irrational Agency) and Ray Poynter (NewMR) highlight and discuss the key issues surrounding Narrative, storytelling and the need to move beyond numbers to bring information alive.

This webinar is co-presented by Irrational Agency.
Irrational Agency define the way behavioural science is used in commercial research. As the leading agency in the application of quantitative and qualitative narrative research, and our proprietary System 3 approach, we bring clients new consumer stories and insights that allow brands to think differently about key challenges and potential solutions. We believe that consumers’ imagination and the stories they tell themselves can uncover true future insight and predict real future motivations and behaviours.