The qualitative story: from chronicle to legend

Candice Blumenthal

The alignment of qualitative research with storytelling is at first glance surprising, given the contrasting perception of research as serious, systematic and fact based, and storytelling as light-hearted, enjoyable fantasy.

The qualitative story: from chronicle to legend

Candice BlumenthalResearch International Qualitatif, South Africa

INTRODUCTION

What is Storytelling and how can it be Applied to A Market Research Context?

The very notion of storytelling having any application to business and to research (given its scientific heritage) is an arguably novel concept.

It is only recently as narrative research practices have infiltrated allied disciplines such as psychology, gender studies, education, anthropology, sociology, linguistics, law and history that the subject of the “business narrative” has become a topical subject for discussion.

Qualitative research has historically been criticised for its subjectivity and over-reliance...

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