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  3. Market sizing can come up as a standalone case or as part of a larger consulting case study
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Narrative and Numbers reveals the benefits, challenges, and pitfalls of weaving narratives around numbers and how one can best test a story's plausibility.

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User Account Log in Register Help. Search Close Advanced Search Help. My Content 1 Recently viewed 1 Narrative and Numbers. Show Summary Details Aswath Damodaran, finance professor and experienced investor, argues that the power of story drives corporate value, adding substance to numbers and persuading even cautious investors to take risks.

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Overview Aims and Scope How can a company that has never turned a profit have a multibillion dollar valuation? David Foster, CEO, Business Valuation Resources: Damodaran takes us to the place where Joseph Campbell, Warren Buffett, and the best quantitative analyses of Nassim Taleb intersect, and his journey uncovers new value and risk missed by analysts who bias themselves by relying solely on storytelling or number-crunching.

It's a hero's journey best supported by humility—and this first-person account of Aswath's own evolving narratives, analyses, and valuations of Alibaba, Amazon, Uber, Theranos, Ferrari, and more. He may have started as a quant, but Damodaran's now one of the most balanced analysts—and wonderful business and financial storytellers—writing and teaching today.

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In Narrative and Numbers , he correctly shows that you can't understand the stock without the story. After Damodaran's eye-opening tour, you will forever appreciate the vital contribution of human nature to number-crunching.

Stephen Penman, author, Accounting for Value : Damodaran, instructor to many on valuation, clearly demonstrates that quantitative valuation formulas are not sufficient: they must be applied with a more qualitative narrative about the business. But qualitative analysis has its dangers, not the least that we insert our own biases into the narrative.

Market sizing can come up as a standalone case or as part of a larger consulting case study

Damodaran nicely weaves stories into the more formal quantitative analysis, with check and balances that yield a more confident valuation. Thomas E. This avoids internal jargon or industry terminology that may mask the true meaning of what consumers try to convey, and allows decision makers to hear the voice of the customer. Use tables, flow charts or diagrams, decision trees, or perceptual maps to summarize the most popular sentiments.

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When writing the report or presentation, keep the initial research problem central to telling the story. A well-written, even gripping, account will be useless if all the commentary highlights issues that are irrelevant to the challenge studied in the research project.

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Any research method has limitations to take into account before launching a project. In qualitative research, the interpretation phase may introduce bias from the research team, as the team interprets text based on past experiences or on unconsciously held assumptions.


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Due to the small number of participants and the highly contextual nature of the study talking about a particular problem or a specific instance in time , the results of a purely qualitative project should not be projected onto a general population. Building on two decades of experience in market research and business writing, John T. Williams sorts through the mix of information, audience and channel, carving out concise, coherent content from raw intel to help clients overcome communications challenges.

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Skip to main content. Characteristics Qualitative information differs from quantitative data in three ways. Open-ended Answers If a manager or owner needs deeper insights but has no budget for a series of focus groups, he or she can still benefit from qualitative data by including open-ended questions in a quantitative survey. Preparing Analysis Whether completing a stand-alone qualitative research project or including open-ended questions in a quantitative survey, comb through the text by reading the transcripts or print-outs to better understand not only what consumers say, but how they talk about it.

Considerations Any research method has limitations to take into account before launching a project. Resources 1 Qualitative Data Analysis.