What are War Stories?
- Content Type:
- Glossary
War Stories Definition
A former column in Quirk's Marketing Research Review magazine, written by Art Shulman, president of Shulman Research, War Stories presented the humorous stories of life in the research trenches.
In the world of market research, “war stories” refer to firsthand accounts of memorable, unusual or challenging experiences encountered in the course of conducting research. These stories are often shared informally among researchers and serve as cautionary tales, humorous anecdotes or valuable learning opportunities. While not always included in formal presentations or reports, war stories provide rich context and practical wisdom that textbooks and training sessions often miss. The term became especially popular due to the long-running War Stories column by Art Shulman in Quirk’s Marketing Research Review, which highlighted the quirks, mishaps and unexpected moments from the research trenches.
Who shares and benefits from war stories?
Both new and seasoned professionals in the market research field rely on war stories to sharpen their problem-solving skills and build resilience. Qualitative and quantitative researchers, moderators, project managers and data analysts alike encounter situations that require improvisation, quick thinking and adaptability. War stories offer relatable insights to peers, trainees or clients, serving as both entertainment and education. New researchers often absorb key “what not to do” lessons from these narratives, while veterans reflect on shared experiences and the unpredictability of working with real-world data and participants.
Why are war stories worth paying attention to?
War stories matter because they highlight the human side of market research – the parts that don’t always go according to plan. Whether it’s a focus group participant who blurts out the concept before it’s presented, a cat walking across a respondent’s keyboard during a webcam interview or a last-minute client request that derails the methodology, these experiences demonstrate the improvisational nature of the work. They also help foster empathy and camaraderie across the research community, reminding professionals that setbacks and surprises are part of the process.
What makes war stories valuable to the research industry?
These anecdotes aren’t just entertaining – they reinforce the importance of preparation, adaptability and clear communication in market research. War stories reveal the practical realities behind fieldwork logistics, recruitment challenges, cultural misunderstandings and even technical malfunctions. They can influence how researchers design studies, write screeners or debrief clients. When captured thoughtfully, a good war story can leave a lasting impression that leads to better practice, smarter safeguards and a more flexible mindset for future projects.