Do we need more stories about the biggest problems in health and care, such as long waiting times, staff shortages, crowded A&E departments, poor communication, and health inequalities?

Yes, we do! Because these stories are the evidence that can inspire change.

Of course, people working in the system will already know about many of these problems and will be seeking ways to fix them. They need to:

• Look at the whole system to understand the root causes without blaming individuals.
• Bring people together to solve problems collaboratively.
• Understand why these problems matter to the people involved and find solutions that fit their needs.

Qualitative data helps with this last point. It provides structured evidence to support changes. That’s why we need to gather it carefully and keep it ready to hand.

Example 1: Stories about existing solutions

In a recent project to design a new health and wellness centre, we noticed volunteers were sometimes brought in to support patients with their access needs. These patients were frail, disabled, or dealing with mental health issues like anxiety.

We captured this as a micro-story (one of many) to make it a requirement for the new service. An improvised solution can become a standard part of the service. Including a dedicated space for volunteers and some signposting might be all that’s needed to help volunteers provide a warm welcome for those needing help.

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Example 2: Stories about new solutions

Solutions presented in a story format are easier to understand and evaluate. This is important for getting large groups of people to consider new possibilities and better coordinate their efforts.

For instance, as part of a project on patient education materials for elective care pathways, we reviewed current health-related videos to create a better framework for managing this content. We created five archetypes that personified the types of videos needed. These 'characters' became central to a new narrative as part of our strategy. All based on qualitative data.

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Example 3: Stories about what people are trying to accomplish 

Stories can show what people are trying to achieve and how well existing solutions meet their needs. During our work on the NHS Data Standards Directory, we used our research and qualitative insight to create a list of essential tasks and a set of evidence-based personas. These elements provided teams with a clear focus and something to design against.

Drive meaningful change

Moving from anecdotal feedback to structured qualitative data is crucial for driving meaningful change. 

By meticulously gathering and analysing stories from diverse perspectives, we can transform them into actionable insights that address the root causes of systemic issues. This approach not only highlights the human impact of these problems but also fosters collaboration and solution-oriented thinking. 

When we use qualitative data to understand the context and needs of patients, clinicians and staff, we can collaboratively implement solutions that make a difference, improving care for all.

When we listen, understand, and act, we turn stories into powerful tools for change.

‍How we can help

We run service co-design, digital innovation and research projects across health and care and public sector. Drop us a note to see if we'd be a good fit for your situation: hello@macementer.com.

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