PhD Spotlight w/ Shan Rahman

Shan Rahman

1) What is your research and how did you arrive at the topic?

I am currently researching the role of storytelling in marketing. With around a decade of experience as a marketing professional, I observed how different customer segments respond differently to varying degrees of incentives. More importantly, I observed that marketing communication itself can serve as an incentive to motivate customers beyond tangible rewards and benefits. Therefore, could stories be both the means to deliver the value proposition and the value proposition itself? These insights have significantly influenced my understanding of marketing and storytelling, and I decided to pursue a PhD in marketing research.

Consider this simple question: Why would someone spend a fortune on a luxury wristwatch that serves the same functional value as a regular watch – telling time? The luxury watch therefore, must offer ‘something’ beyond just its primary function. Storytelling in marketing is often seen as a technique to convey psychological values beyond the functional benefits of a product. However, although the term storytelling is widespread, it is somewhat ambiguous in marketing. What defines effective marketing storytelling beyond success metrics such as product sales or social media engagement? How can we determine which stories resonate with people and what key elements make them impactful? The topic and questions can be overwhelming. However, early on, I realised that just as it is unfair to expect customers to respond to confusing marketing communication, it is also unfair to expect businesses to apply research without fully understanding it. I think, while a researcher dives deep into the complications of a subject matter, it is also the researcher’s responsibility to simplify the findings for practical application. Therefore, while striving to demystify the phenomena and make a theoretical contribution, I am also documenting my findings in a way that can be applied to real businesses.

2) What has the process been like, how far through it are you, what’s next?

It has not been a straight path, but I had expected this. There is no single answer to a problem; some solutions are good, while others are better. Early in my PhD journey, my supervisors taught me to embrace the questions, in their words, 'to live with a question for long enough'. Initially, it was uncomfortable for me. I naturally wanted to find a quick solution when encountering a question or problem. However, the process of staying with the question is fascinating. It grows on us, allowing us to explore the endless possibilities and outcomes. Thanks to my supervisors, this situation helped me look beyond the obvious. It also reinforced my belief in not just projecting the complications of a problem but dealing with them. Therefore, my goal has been to make my research findings accessible and applicable while dealing with the complex and well-researched area of marketing psychology.

I am nearing completion of the first draft of my thesis. I am looking forward to submitting my thesis soon. Next, I want to explore my interests in two broad areas. First, I want to continue my academic and research pursuits, particularly in marketing storytelling. Second, I want to help businesses in New Zealand by translating my research and experiences into solutions for real-world marketing challenges.

3) What’s your favourite thing about Wellington?

I think Wellington is not loud. Reading only its visuals may give us an incomplete story. Rather, it’s more like a doctor using a stethoscope to listen to heartbeats; to understand Wellington, one should open their senses and observe its pulse.

Wellington is genuine, it is hard to find a poker-face here. The city makes it easy to distinguish between fake and real, plastic and genuine emotions. The small-leaved bushes are not shy to grow on hill slopes carelessly, and the curved trees, shaped by the winds, don’t pretend to be perfectly straight. They are uniquely beautiful in their own honest ways.

My favourite thing about Wellington is its subtle expressions. It doesn’t grin or laugh out loud; it smiles calmly. It’s a rare capital that doesn’t make you feel insecure, underconfident, or uncomfortable. This small capital doesn’t make anyone feel small. There’s a warmth about being in Wellington. It’s not my home, but it feels like one.

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Wellington School of Business and Government Victoria University of Wellington