Use narrative analysis to understand the “why” in consumer behavior trends
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Predicting human behavior requires us to make assumptions about cause and effect, which are proxies for the consumers’ priorities, motivations and goals. Narrative analysis--identifying narrative and visual frames and customer stories--enables me to understand the “why” along with the “what” of measured behavior. The "what: tells the past. The "why" is the key to the future. #mediapsych #datastrategy