This paper explores ‘narrative’ as a qualitative research method to gain consumer insights. Fundamentally, narrative is a story of one’s experiences, feelings and beliefs. It illustrates how one acts and interacts with others as well as how one makes sense of one’s world. First the paper sketches out the definition and the underlying philosophy of narrative interview and narrative analysis. Then the paper discusses how to conduct and interpret the narrative interview lucratively. Later the paper assesses the limitations of the narrative method, and proposes how we can justify and enhance the trustworthiness of narrative interviews