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Narrative qual

Qualitative research that uncovers the hidden narratives behind consumer decisions so you can tell your own story better.

Our unique style of qualitative research helps people realize the inconsistencies in their own story and recall aspects of their thought processes they are unaware of. We bring out the true emotional factors that drive consumer choice so you can create consumer value and tell a compelling story.

How it works

Narrative-Qual

We’ve created a qualitative approach that allows participants to build their own narrative and reveal thought processes that wouldn’t be observed through direct questioning. We focus on rapport and ensure the session is participant led, encouraging participants to disclose more information and become more receptive to memory retrieval techniques.

While traditional qual relies on surface-level responses to deliver insight, our narrative approach gets deeper. We use an intensive analysis process with several stages and psychological lenses to explore data and generate insights with actionable recommendations grounded in validated scientific theories, rather than gut feel.

Irrational Agency’s qualitative interviews are like nothing I’ve seen before – we watched all 24 depths and learned something new from each one

US CPG CLIENT

How it Works

We’ve created a qualitative approach that allows participants to build their own narrative and reveal thought processes that wouldn’t be observed through direct questioning. We focus on rapport and ensure the session is participant led, encouraging participants to disclose more information and become more receptive to memory retrieval techniques.

While traditional qual relies on surface-level responses to deliver insight, our narrative approach gets deeper. We use an intensive analysis process with several stages and psychological lenses to explore data and generate insights with actionable recommendations grounded in validated scientific theories, rather than gut feel.

infographic

Irrational Agency’s qualitative interviews are like nothing I’ve seen before – we watched all 24 depths and learned something new from each one

US CPG CLIENT

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