The methodological approach based on the creation of stories stems on the realization that creative techniques based on storytelling foster creativity, free associations, perceptions, experiences and emotional links with products, brands and consumer experiences

Storytelling insights can be used in bulletin boards (if you think that storytelling itself starts with written texts and books!), as well as in focus groups and in-depth interviews, through projective techniques which foster stories, anecdotes, life situations – once collected, they have to be analyzed and  explained through qualitative analysis.

Using such methodology, it’s possible to get a deeper understanding of the process/topic: respondents think out of the box, being more creative, more “open” and “free” – and outcomes become more helpful for the company!

Last but not least, beyond stories there’s more: photos, images, videos, cut-outs can be collected by the respondent in order to produce a “Brand Book” (a creative way to understand respondent’ associations with a product/brand/concept)