Narrative analysis is a qualitative research methodology that treats participant accounts as structured stories, examining not just what people say but how they frame, sequence, and make sense of their experiences. Within qualitative research, it moves beyond surface-level coding to explore the arc of a participant's reasoning, the emotional logic behind decisions, and the cultural context shaping their perspective. Researchers apply narrative analysis to brand perception studies, customer journey research, and concept testing to uncover the deeper motivations that survey responses and thematic summaries routinely miss. When applied rigorously, it produces findings that resonate with stakeholders because they reflect how real people actually think and talk about their lives.