Healthcare laws to protect patients’ privacy make it nearly impossible for medical device designers to develop and test the safety and usability of medical products by observing use in an actual practitioner-patient setting.
This is an article demonstrating a very practical application for business storytelling. Forget focus groups. Forget the standardized questionaire. Ask people for their stories instead. The author here points out how doing so generated far richer material than any of the other two methods.
Here's the secret to effective busines storytelling: it's not in the telling, it's in the listening to people's stories. Want to know how your clients/customers experience your service/product? Then ask them to share a story. That's the secret: story sharing.
DON'T ask them for a description. You'll only get information. DO ask them, "Tell me about a time when . . . " or "Tell me what happened when . . ." You'll get an amazing amount of material that will blow you out of the water.
Try it, you'll like it!