The Association for Qualitative Research
The Hub of Qualitative Excellence

Narrative tape

An audio tape that describes and explains an advertising idea, usually one for TV or cinema. Such a tape may be used alongside a storyboard, which represents the visuals for the ad in strip cartoon or sketch form. Such material ensures that there is consistency in the way in which rough ideas are presented to research participants across a research project.

Related Terms


About the AQR Glossary:
This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

Benefits of AQR Membership