Using Empathy and Narrative to Ignite Research (excerpt)

Listening and storytelling are critical to the future of market research. This chapter briefly reviews the history of empathy and narrative in research, and their place within the skill set of 21^st Century research practitioners, and then describes old and new methods for listening and their role in creating empathic understanding of the consumer, as well as the practical and ethical issues related to listening and observation.

The last part of the chapter demonstrates how the customer stories researchers hear and see can be used to transform the business of research via developing impactful and engaging presentations using empathy and narrative to change the hearts and minds of clients.

This is an excerpt from Chapter 14 of Leading-Edge Marketing Research: 21st Century Tools and Practices, published by Sage Publishing (www.leadingedgemarketingresearch.com). You can check the full contents of the book here: http://www.sagepub.com/books/Book235437/toc

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