Goodbye big data, hello big stories

This paper proposes that storytelling is, or should be, key to good market research, as this is how people make sense of the world - and come to care about how and why things are happening.

Goodbye big data, hello big stories

Martin Lee Acacia Avenue, United Kingdom

Introduction

I'm troubled by three questions and I want to share them with you. But to do that, I need to tell you this: earlier this year I got married. In July if you like the details. And because that was the start of our marriage, it's naturally made me think about endings. And in fact I've been thinking about endings ever since.

Back to our wedding. It was a fabulous day, as wedding days should be, and the weeks since have been wonderful. (Well, apart from...

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