The Association for Qualitative Research
The Hub of Qualitative Thinking

InDepth Autumn 2013

Foreword
Once upon a time…Four words that send a thrill of expectation down the spine. Everyone, everywhere, whatever age or cultural background, loves a good story; they are a means for sharing and interpreting experiences – and as researchers, they are absolutely central to what we do for our clients.

What's the story about stories?
Conflict lies at the heart of storytelling, says Martin Lee. The researcher's task is to find that conflict within the brief – and then resolve it.

Why stories matter
Brand owners are increasingly in thrall to the power of stories, but what happens when the business culture is such that they can’t walk the talk? By Tim Rich

Tricks of the other trade
Neil Griffiths discusses the craft of storytelling and what’s needed for market researchers to tell a better story to clients.