How narrative can transform observations into insights – an example
Observing the context, mood and underlying meaning behind human behaviour is key to gaining a deeper understanding of a particular situation. But how can we capture this information in a meaningful way and use it to gain insights that will help us?
We need to do more than just explain human experiences, we need to describe them. Narratives are a powerful tool for doing this because storytelling has been at the centre of human communication for millennia. Stories make information more engaging, memorable and relatable. A well-structured narrative can reveal insights that lead to better problem-solving.
Here’s an example: Several years ago, GE Life Sciences (now Cytiva) was launching a semi-automated Western Blotting instrument. To prepare for the campaign, they partnered with the Linus Group to interview potential customers and gain insights into their relationship with Western Blotting. I worked with the Linus Group on the project and want to share the narrative that resulted from this work.
“Scientists have had a love-hate relationship with western blotting for a long time. On one hand, they openly criticise it, complaining about its lack of reproducibility and the absence of standardised protocols. On the other hand, they continue to rely on it, writing peer-reviewed papers based on its results. Despite their frustrations, the use of Western Blotting has continued to increase over time.
In the fifth target customer interview, a curious pattern began to emerge - one that illustrates this contradictory relationship. During the interview, the conversation unfolded as follows:
Interviewer: "What are your views about reproducibility in western blotting?"
Respondent: "It's a semi-quantitative technique, and people are fooling themselves and the entire scientific community. . . My personal experience for 20 years that I have in Western Blotting is that they’re not very reproducible or accurate."
5 minutes later
Interviewer: "So in your lab, how do you contend with the problem of reproducibility in your Western Blots?"
Respondent: "I wouldn't say we have a problem with Western Blots."
Source: Catalytic Experiences, Hamid Ghanadan. The book is definitely worth buying if you’re a Life Science marketer.
It was a strange contradiction and one that arose again and again. Scientists would express exasperation with the technique in general, but when the focus shifted to their own work, they’d insist their results were perfectly fine. They somehow consider their own execution of the technique exempt from those flaws. The true mastery of Western Blotting isn’t captured in formal protocols or written down in standardised documents. Instead it’s passed along like a secret art, from one scientist to another.
Ultimately, Western Blotting represents more than just a research tool. It’s a symbol of scientific identity, a craft to be honed and perfected. In their frustration, scientists also find a sense of pride - a chance to showcase their skills and demonstrate their expertise. For them, the technique has become as much about self-expression as it is about data.
If the research team had only looked at the data where scientists reported issues with reproducibility, they might have assumed they wanted automation or a better alternative. But by uncovering the story, they saw that they wanted to preserve their expertise while making their work more reproducible. This insight shaped the messaging and positioning of the product launch.
We’ve developed a structured framework to turn observations into narratives:
Catalyst – What is driving someone to act?
Context – What is the background, environment, and human behaviour we observe?
Curiosity – What is really going on, and what insights can we derive?
Course of action – How can we use this insight to create the desired solution?
Applying this structure helps us to uncover what’s really happening. When we understand the story behind the data, we can unlock insights that help us to solve problems better.