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OnyaCobber developed Narrative Mapping to clearly and creatively capture the emotions that guide behavior – and that cannot always be expressed directly.
In structured interviews, OnyaCobber guides respondents to tell stories. These are analyzed for imagery, metaphors and certain patterns of speech, revealing inner feelings, attitudes and needs. From this OnyaCobber develops a ‘map’ – an emotional landscape, showing where you are, and where you need to be.
The Narrative Map can be used to guide marketing strategy to better promote your product or service – or used to get people ‘on the same page’ so that your organization functions more effectively.
Narrative Mapping helps us understand the meaning behind the stories we tell.
Narrative MappingTM