An example contrasting a survey vs narrative capture
Prompting questions should be indirect to avoid correct answers and role play; the question should situate the storyteller in a meaningful context and should be phrased to ensure that a real story is told, either about the storyteller or about someone they know
An example of such as question follows…within a pharamceutical company looking at corporate values; Imagine you have just presented your organisation to a local school’s science club. Then someone stands up at the back and says “I think your company is evil because you torture animals.” What would you say, or someone you know say in response to that?
This approach contrasts with more traditional survey techniques that might provide statements about the company such as: Would you describe our company as a good place to work? Or, How would you rate the company’s ethical use of animals in testing? The respondent then scoring the statement on a scale.
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