Narrative Marketing

Communication issues increasingly influence behavior, consumption patterns, and social developments. The process of value creation is becoming ever more reliant on the art of storytelling. Brands and organizations now compete to deeply resonate with their audiences by crafting narratives that are not only compelling but also shareable and emotionally engaging.

As a result, the importance of narrative marketing is growing. Modern marketing must be highly attuned to the symbolic value of products and have a deep understanding of storytelling principles.

Research is a precious tool for grasping the signs of change and identifying the most promising brand stories. To succeed, analyses must incorporate the latest developments of narrative sciences. In this field, we bring specialized expertise, which has led to the publication of several books in recent years.

Offline and Online

The typical tools of qualitative research remain crucial for any need to gain a thorough knowledge of facts and feelings. At Alphabet we are highly specialized in:

-in-depth interviews

-focus groups

-ethnography

-semiotic desk analysis

-co-creation workshops.

But we also leverage the extraordinary possibilities for research brought up by new technologies. Among them:

-online focus groups

-digital bulletin boards

-web monitoring

-online reputation analysis

-social media intelligence

-web-based quantitative research.

In our experience, often the best results are gained when offline and online methods are combined and complement each other.

In all these fields we offer a strong consultancy role and great expertise in conducting integrated quali-quantitative research at international level.

Guiding Principles

Alphabet's work is conducted with the greatest attention to offer:

-flexibility in satisfying clients' needs

-high quality and expertise

-direct involvement of senior researchers in all studies

-ability to add consultancy to analysis

-results which can be turned into action

-short times

-competitive prices

-strict compliance with ESOMAR’s international code of conduct.