I came across this neat perspective on Storytelling, at Ivy Sea Online.  From the introduction : "Stories are a primary mode of human communication and thinking ó and one that has been used since the dawn of time. Why? Stories have depth and multiple dimensions; they help us create human connections in a world that seems complex, sometimes (or often) threatening, and increasingly dehumanizing. Stories give us context. The alternative? Having bits and pieces of data that are disconnected from any unifying context, community or truth.''

I think this could be a powerful tool for qualitative researchers - both at the stage of moderation and facilitation, and at the presentation stage.  How often have we felt that we wish we could make said brand manager really really get into the shoes of the consumer of his product or service.  How often have we felt at a presentation, that we are all somehow missing the woods for the trees, getting tangled in the bits and pieces. How often have we felt the inability to see with new eyes. How often have we felt the urge to communicate the true colours and tones effectively and in harmony.

A word of caution ... we'd have to guard against being labelled 'yarn-spinners' !

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