Finding the plot

Having collected the raw material, how it is used or analysed is, of course, dependent on the research objectives. There are numerous analysis techniques for narrative but any analyst will always unconsciously or consciously weave their own stories and worldviews into the material collected.

To overcome this in organisational research we often use the storytellers themselves (members of the client organisation), or another client group, to analyse the stories with us. In this way we allow them to make sense of the material in the way they want to rather than us impose our worldview. Applying this to consumer research might mean generating stories, then engaging respondents themselves in a second analytic stage of the group.

Boje (2001) provides eight analysis options for the analysis of storytelling in complex organisations ­ interesting stuff, though some of these approaches are more practical than others. In addition there are other techniques related to text analysis, semiotics, and anthropology (Chandler 2001, Pople 2004).

One of the techniques we utilise a lot is Archetype Extraction, a valuable source of pattern identification and understanding. We have used archetypes (see box) to provide measures of employee and customer satisfaction and they can also provide interesting perspectives on brands.

To ‘extract’ archetypes, we work with client groups to examine the story material produced and identify the themes in it. In a workshop we facilitate the clustering of themes into 5-7 groups. At the end of this we ask them to personalise the clusters with archetypes (or characters). The characters should, if possible, use names that the group recognises or relates to ­ from literature, popular culture or from the organisation concerned.

Once named, these ‘archetypes’ can then be used for several purposes. For example, they provide a set of very strong markers of culture and one that realises it has too many “Harvard MBAs”, “Victor Meldrews” or “Cinderellas” may want to address this. Archetypes can also be drawn up as cartoons and used in staff training.
 

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