How Storytellers Can Give You Better, Deeper Insights

How Storytellers Can Give You Better, Deeper Insights

We all know getting the “right people” in qualitative research is important. We focus on finding participants who use the right products or have the right experiences to offer feedback, but rarely do standard focus groups consider the particular strengths of different types of people.

What if I told you that doing so could held deliver better, deeper insights? That’s where TeamBuilder comes in.

Use TeamBuilder to find out if you're a storytellerTeamBuilder defines four archetypes[1] which describe how human brains work: the Storyteller, the Creative, the Problem Solver, and the Implementer. Each of these have their own preferences for acquiring (intuition v sensing) and processing (thinking v feeling) information.

Today I’m focusing on the Storyteller. This is the most prevalent archetype, representing more than 40% of the population. Chances are, in any focus group, you’ll probably encounter at least one Storyteller, so learning how to leverage their unique strengths is important.

Storyteller Characteristics

Storytellers acquire information through their senses. While they may balk at highly conceptual or general information, they can provide useful detail to fill in the blanks in the consumer story.

Storytellers filter their decisions through their emotions. This means that they are extremely empathetic and can understand and identify with the feelings of others. They can help make sure that the human part of the product doesn’t get lost.

So, now that you know who they are, and that most likely many of your group participants are Storytellers, how can you use this information to elicit richer insights?

How to Leverage Storytellers’ Strengths

  • Develop a personal connection – Storytellers want to make a human connection with those around them. To get them to open up in a group of strangers, make them feel welcome, heard, and valued as a person. Contact with the moderator and other participants before they show up, such as through a welcome email or online forum, will help them feel comfortable and eager to participate.
  • Engage their senses – give them something concrete to react to rather than relying on ideas or theories. It’s much better to gauge their reaction to things they can touch, see, smell, hear, or taste. They’re also excellent observers.
  • Ask them to tell the story – Storytellers are great at doing just that. They can convey the details of different experiences as well as the emotions behind them.

Using these tools can help engage Storytellers, but they’re just one of the four archetypes. Next, I’ll be profiling the Problem Solver to help you understand how they’re different and how to use their unique strengths.

Interested in your archetype? Use our TeamBuilder tool to find out!

Other Happenings

This May I’ll be teaching the Stage-Gate workshop Agile Voice-of-Customer: Identifying Needs, Generating Ideas, and Validating Concepts – Faster. I hope you’ll join me May 2-3rd in Atlanta to learn how to address the F.I.V.E. components of effective VOC. For more information: download the brochure or register here.

[1] TeamBuilder categories developed and based on Myers Briggs® cognitive assessment


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