Why Numbers Need Stories: Communicating in an Age of Precarity
May 12, 2025
In uncertain times, clear, credible, and actionable information becomes a critical lifeline. As Canadians move from a scarcity mindset—focused primarily on immediate concerns like housing, groceries, and bills—to a precarity mindset, characterized by deep uncertainty about long-term stability, organizations must rethink how they engage and communicate with their audiences.
Today, simply presenting data isn’t enough. The true value of market research and public opinion polling lies in transforming insights into authentic stories that resonate emotionally and foster trust.
Our team at Abacus Data believes good decisions require good data.
But even more fundamentally, our purpose is identifying the unmet needs of your audience and helping you address those needs first. In this moment, those needs have shifted from purely practical concerns to emotional ones—such as reassurance, validation, and credible hope. Meeting these emotional needs effectively demands the integration of narrative storytelling into how we present research findings.
Narratives are uniquely powerful because they move beyond the abstract world of numbers to human experiences that audiences instinctively understand and relate to. Our experience consistently shows that stories structured around a clear arc—challenge, support, and outcome—build deeper emotional connections, increase audience engagement, and significantly enhance trust. In an age defined by precarity, where trust itself is scarce, authentic storytelling becomes indispensable.
For industry associations, leveraging storytelling grounded in solid research can strengthen community bonds and clarify purpose. Imagine an association whose members are concerned about regulatory changes or uncertain economic forecasts. Robust, credible research enables the association to genuinely hear and validate members’ concerns, translating those insights into effective, member-driven advocacy. This isn’t merely representation; it’s empowerment. Research thus moves from being a budget line-item to a foundational strategy that builds member trust and tangible impact.
Corporations engaged in public affairs and advocacy deeply understand the risks associated with misinterpreting public sentiment. In today’s precarious environment, evidence-based communication isn’t merely advantageous—it’s essential. Polling acts as critical risk management, enabling organizations to craft messages with precision, clarity, and transparency. When a company uses rigorous, independent research to genuinely acknowledge and address public concerns, trust naturally follows. This approach effectively converts polling data into meaningful influence, ensuring the organization’s voice isn’t just heard, but respected and believed.
For consumer-facing brands, the shift toward a precarity mindset has resulted in more discerning, cautious, and values-driven Canadian consumers. Today, brand loyalty hinges not simply on product quality or pricing, but on perceived authenticity and shared values. Consumers quickly detect when brand narratives don’t align with their lived realities. Thorough consumer research enables brands to authentically reflect their customers’ experiences and aspirations, forging emotional bonds far beyond transactional relationships. The brands that invest deeply in understanding their audience’s true values and narratives are the ones that earn lasting consumer loyalty through genuine empathy and connection.
Across all these groups—associations, corporations, and consumer brands—one common theme emerges clearly: the precarity mindset demands emotional resonance and trust above all else. While market research and polling data provide essential insights, it’s the compelling narratives derived from these insights that ultimately connect meaningfully with audiences seeking reassurance and clarity. And that’s what our team is the best at and what make us different. We find the unmet need and build strategies to help you fill them, first.
The future of impactful communications exists at the intersection of insightful data and authentic storytelling. This approach isn’t just about persuasion; it’s about delivering profound credibility at a moment when credibility itself is especially fragile.
As your organization navigates the uncertainties ahead, consider this carefully: are you merely presenting numbers, or are you telling the kind of stories that illuminate pathways, foster trust, and address the real emotional needs of your audience? Are you using insights and research to build concensus and drive action? Are you measuring the impact of your decisions and know if things are working as they should?
My job is to ensure your stakeholders feel genuinely heard, deeply understood, and fundamentally reassured. Good data brings clarity—but compelling storytelling makes the journey both meaningful and memorable.
Reach out to our team and let us know how we can help you navigate through this uncertain moment in our history.
ABOUT ABACUS DATA
We are Canada’s most sought-after, influential, and impactful polling and market research firm. We are hired by many of North America’s most respected and influential brands and organizations.
We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.
And we are growing throughout all parts of Canada and the United States and have capacity for new clients who want high quality research insights with enlightened hospitality.
Our record speaks for itself: we were one of the most accurate pollsters conducting polling during the 2025 Canadian election following up on our outstanding record in the 2021, 2019, 2015, and 2011 federal elections.
Contact us with any questions.
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