Narrative Audit
Find the argument already inside your evidence.
Your organisation may already have the research, customer insight and subject expertise it needs. What is often missing is a clear view of what that evidence adds up to — and which argument is worth developing.
The Narrative Audit is a focused review that identifies the strongest through-lines in your existing material and turns them into a practical editorial opportunity.
When useful evidence has no organising argument
Research is frequently treated as a campaign asset: launch the report, publish a few articles and move on. Customer insight lives elsewhere. Executive expertise appears in interviews and events. Performance data rarely reconnects with the original thinking.
The result is not necessarily a shortage of content. It is a synthesis gap. Valuable evidence exists, but the organisation cannot see the distinctive position, recurring narrative or editorial system inside it.
- You have commissioned research but are unsure how to extend its value.
- Your content covers many topics without building a recognisable position.
- Customer stories, expert insight and market evidence remain disconnected.
- You suspect there is a stronger argument in the material but cannot yet name it.
What you leave with
Three connected outputs that show what the evidence means and what to do with it.
Narrative Audit
A concise assessment of the strongest through-lines, contradictions, overlooked signals and existing assets worth reactivating.
Evidence map
A structured view of the research, customer proof, expertise and market evidence supporting each potential argument — including the important gaps.
Opportunity brief
A prioritised recommendation covering the narrative territory to develop, the audience it matters to and the most useful next move.
What I review
The scope is agreed in advance. A typical audit draws from a focused selection of material such as:
You do not need a perfect archive. Part of the initial conversation is deciding which material is most likely to reveal something useful.
How the audit works
Define the question
Agree the business context, audience, available evidence and the decision the audit needs to inform.
Map the evidence
Review the selected material and organise the strongest findings, claims, examples, tensions and gaps.
Find the argument
Identify the most distinctive and defensible narrative territory already present across the evidence.
Set the next move
Present the audit, evidence map and opportunity brief in a working session focused on priorities and decisions.
What happens afterwards
The audit is a complete engagement in itself. You can use its findings with your internal team, agency or existing partners.
If a larger opportunity emerges, the next phase can be scoped separately: developing the narrative, creating a research activation plan, designing the editorial architecture or building the evidence workflow needed to sustain it. There is no requirement to continue.
A focused, senior engagement
I carry out the analysis and synthesis myself. The scope, inputs, deliverables, timeline and fixed fee are agreed before the work begins.
A typical audit takes two to three weeks. It includes an initial working session, the independent review and synthesis, the three written outputs and a findings session.
Start with what you already have
There may be a stronger argument inside it.
Tell me what research, insight or expertise you are sitting on. I will help you decide whether a Narrative Audit is the right first step.