The Guiding Narrative® is an internal mental blueprint that shapes what customers value and how they interpret a brand, product, service, message, or action. To stay relevant, our clients learn to ground their brand storytelling, product innovation, go-to-market strategy, trust building, and thought leadership in a deep understanding of their customers’ Guiding Narrative®.
For data-driven marketers, the customer Guiding Narrative® offers the essential throughline that gives meaning to every data point an organization gathers. It clarifies how those observations should be interpreted — in the same way customers interpret them.
Our proprietary methods are the result of 25 years spent studying customer mindsets and behaviors firsthand, in real-world contexts.
We invite you to explore more of our thinking on this in our blog, where we share our ongoing insights and observations.
They surface how everday customers experience the world, including products and brands like yours.
The album is more experimental in nature than the band's later releases. It was released only in Canada and Japan, and received very.
The album is more experimental in nature than the band's later releases. It was released only in Canada and Japan, and received very.
The album is more experimental in nature than the band's later releases. It was released only in Canada and Japan, and received very.
Craig is an applied ethnographer and organizational change consultant with more than 25 years of experience uncovering the narratives that drive individual and group behavior in diverse settings, from the streets of a large metro police department to the kitchen tables of new parents, to the operating rooms of cardiac surgeons, and everywhere in between. He is also an Entrepreneur in Residence at UVA’s Darden School of Business and an adjunct lecturer on Entrepreneurship at the UVA McIntire School of Commerce. Craig leads The Good People Research Company’s vision, research design, and client advisory work
Jim is an applied statistician, psychometrician, and researcher with three decades of experience designing, implementing, and analyzing social and clinical science studies. An Associate Professor of Medical Education at the University of Virginia, his work spans multivariate modeling, construct development, permutation methods, and most recently, using AI to assist with the collection of validity evidence in the absence of pilot testing in high-stakes assessment. Jim leads The Good People Research Company’s efforts to validate and model the behavioral themes uncovered through its ethnographic research.
Liz is a seasoned researcher, analyst, and project coordinator. Before joining The Good People Research Company, she consulted independently on corporate project management and spent eight years at GreenBlue, where she helped lead the Sustainable Packaging Coalition and managed a major California research grant on global recycling systems. At The Good People Research Company, Liz manages complex projects and coordinates our team of field-based anthropologists.
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