Story is not “fluff” — it’s a decision-making system. Find out how agencies and brands are using narrative to get true future insight hubs.ly/Q045r40b0

Planning behavioural science research for 2027? Start with the behaviour you want to understand or change, not just a list of questions. hubs.ly/Q04BLK-f0

Research planning season isn't just about deciding what you want to know next year. It's about making the case for finding out. Here are 10 challenges to getting research commissioned, plus ideas for overcoming them. hubs.ly/Q04BLJbL0

The Brand Narratives That Shape OTC Consumer Choice. OTC brands spend a lot of time asking how to make their claims stronger. There’s another question worth asking: what story do all those claims add up to in consumers’ minds? hubs.ly/Q04x7Xz60

A segmentation that tells you who your customers are is useful. A segmentation that tells you why they choose, what might change their mind and where future growth could come from in priceless hubs.ly/Q04x7WZj0

Customer journeys look lovely when they’re mapped out in a straight line. Actual customers have other ideas. They stop. Go backwards. Change their minds. Remember things badly. Here’s how narrative research gets closer to the real journey hubs.ly/Q04x7T6K0

Knowing that people use heuristics, follow habits and post-rationalise their decisions is one thing. Knowing what to actually do with that in your day-to-day research is another Get your team trained in practical behavioural science approaches hubs.ly/Q04x7Z880

Humans were telling stories long before we were filling in surveys. And we still use them to make sense of the past, understand the present and imagine what happens next. So what can researchers learn from them? hubs.ly/Q04x7P6z0

Category growth isn’t just about finding white space. Narrative research can reveal the stories shaping a category and where your brand could credibly fit. Read our latest guide: hubs.ly/Q04tSb_J0

Customer journeys aren’t neat, linear funnels. Narrative research helps uncover the stories, expectations and moments of meaning that shape how decisions really unfold. hubs.ly/Q04tShW30

Who are your customers really and what stories are shaping their choices? Watch our video guide to narrative segmentation and see how narrative research can build more useful, actionable segments. hubs.ly/Q04tSdvV0

Our very own founder Leigh Caldwell was on the Rock n' Roll Research podcast this week chatting about his journey in data and insight and the power of narrative research. Listen to it here! hubs.ly/Q04twkZB0

Traditional category research maps the market. Narrative research goes further, showing how people connect needs, choices and outcomes into stories and where growth opportunities sit. hubs.ly/Q04pjV2j0

Too many segmentations describe who people are, but not what moves them. Our new video explores how narrative segmentation can make your segmentations more effective by revealing the emotions, stories and decision-drivers behind customer behaviour. hubs.ly/Q04nLTKv0

Category exploration is not just about unmet needs. Narrative research reveals the stories, tensions and imagined outcomes shaping consumer choice — and where your brand can credibly fit. hubs.ly/Q04pjPqS0

Better research starts with better questions. We help teams use behavioural science and narrative research to get beyond surface answers, understand people more deeply, and find a clearer path to growth. hubs.ly/Q04nMdyl0

To accelerate heat pump adoption, we need to understand the moment people actually make the decision. Our work with Energy Systems Catapult explored the emotions, stories and barriers shaping choices when a boiler fails. hubs.ly/Q04nMC6w0

Want segments that are easier to believe in, act on and grow from? Watch our new video on narrative segmentation and how it helps teams understand who customers are and what can change their minds. hubs.ly/Q04nM1jd0

Behavioural science training is useful only when teams know how to apply it. If you want to train your team to apply behavioural science and narrative research to get more depth, more accuracy, so you have a clearer path to growth we can help you. hubs.ly/Q04nMjVq0

When a boiler breaks, people don’t make calm, rational choices — they make urgent, emotional ones. We worked with Energy Systems Catapult to uncover the narratives in this emotional decision to help accelerate adoption of heat pumps Read about it here: hubs.ly/Q04ncM9X0

Most segmentations tell you who your customers are. Fewer explain what will actually move them. Join our 2 July webinar to learn how narrative segmentation reveals the stories, triggers and barriers behind customer choice. Register: hubs.ly/Q04khf_F0