Telling Tales: Storytelling as a Methodological Approach in Research

This paper describes the application of storytelling as a methodology in a consumer relationship context. A theoretical overview of Story as a unique narrative form is presented. The inquiry was conducted in the consumer banking sector using a blended narrative approach of storytelling and life history narratives. Research design was exploratory in nature and pursuant of an interpretivist perspective. The methodology applied Gabriel's (2000) story classification taxonomy which categories stories based on epic, comic, tragic and romantic dimensions and follows the Beginning, Middle and End configuration (BME). Procedures used in this study are presented to serve as a guide for researchers interested in undertaking storytelling in the field of consumer and business research. We conclude that storytelling is a valuable methodology for exploring consumer relationships as it allows researchers to trace the evolution and development of the interaction by analysing the story typologies associated with each relationship phase. Finally, the paper reflects on the usefulness of this methodology in understanding and articulating consumer experiences.