Finding New Stories in Old Data: Enlisting of narrative psychotherapy to help researchers and clients find alternative stories in the data

This paper examines the value of meta-analysing older research to find alternative stories within the data, as a form of narrative psychotherapy for brands in order to make use of potential insights.

Finding New Stories in Old Data: Enlisting of narrative psychotherapy to help researchers and clients find alternative stories in the data

Oana Popa Rengle

Preface

Narrative psychotherapy has been around since the 1970s-1980s, helping people identify their resources and create new narratives about themselves, to better confront whatever problems they face. And, interestingly enough, this is a need that brands also have. What can we learn and borrow from narrative psychology to help brands find their alternative stories? And can we do all this while also re-cycling some of the old researchas a canvas for all the narratives...

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