The skill is in observation, not leading.
Respondents own the conversation, and they reveal the themes of their narratives as they participate in our sense-making* exercises.
The Fundamental Premise of Narrative Methodologies:
- Humans are fundamentally shaped by and shape the narrative structures of their existence.
- Narrative stories and anecdotes tell us what people really internalize based on their experiences.
- People’s perceptions are hidden in their stories and anecdotes – What people retain from and take out of their experiences.
Storytelling consists of: characters, moments in time, location, incident/trigger events, emotions, struggles & conflicts, transformation, resolution, overcoming obstacles, and a “Hero’s Journey.” We carefully watch and observe behaviors (some of which we can probe if it doesn’t interrupt the narrative).
In this format or forum we more easily get to core emotions and the struggles that need to be overcome. It’s been our observation that people are much better storytellers than listeners. The Researcher is the trained listener as participants are in the comfortable role of Author.
“Future Back” to See Where You Are Going
A favorite technique for Storytelling or Narrative exploration is “Future Back.”
Step 1:
As a group, participants are instructed to identify elements that would describe a best and worst future imaginable.
Step 2:
The group is then asked to identify a significant event or turning point that immediately preceded and helped shape this future scenario.
Step 3:
This process is then repeated, identifying the events that preceded each “turning point.” The process continues, event-by-event – working back in time to identify how specific events determined the end state (both favorable scenarios and worse case outcomes).
Finally, common elements are combined and organized by the group into coherent paths that lead to future outcomes. Now you’re ready to plan with a future vision that unites teams.
MarketResponse International is a full service, global research firm based in Minneapolis, USA. The firm works on a global scale for leading brands in medical, financial, industrial, automotive, retail, and consumer products. Founded in 1992, MarketResponse is recognized as the most experienced firm in the field of Motivational Research.
