Tall Tales: The Impact and Role of Storytelling in Market Research
Adhil Patel TNS
Abstract:
There's been a spate of literature over the past few years, discussing cognitive biases (mental blindspots), and their effect on the way we see the world, as well as our subsequent behaviour. Many authors have pointed to our susceptability to stories rather than hard, quantitative, rational facts as a prime example of the danger that these pose.
In this paper, I grapple with the psychological concepts that contribute to humans’ preference for anecdotes over statistics, in an attempt to understand how we as...