Have You Ever Wondered What Your Employees Really Think and Feel?
Or Your Customers?

We can help you. 'Fabula' is Latin for story, and at Fabula we use a storytelling-based feedback method called ‘sensemaking’ to help our clients reach a deeper understanding of the experiences of their main stakeholders at scale and to use this feedback to clearly identify the drivers of both great and poor experiences.


Why use storytelling? Because we humans are hardwired to tell stories, and to respond to stories. We constantly tell stories to understand ourselves, others, and the world we live in. And we respond to stories because they cultivate emotion and a sense of togetherness - a connection.  

“We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” Jonathan Gottschall, The Storytelling Animal: How Stories Make Us Human.


We currently offer two sensemaking-enabled digital feedback platforms to our clients:

  • 360-degree leadership experience

  • Employee experience

More to follow soon!



Employee Experience

EXPMapper 360™:

Leadership Experience

Key Benefits

Meaningful, Actionable Insights

Our digital feedback platforms tackle the fundamental challenges that organisations typically face when working with survey results and other "thin", decontextualised data: interpreting and acting on the feedback. Why did our participants respond in a certain way? What does it mean for my business? What actions do we need to take to get better feedback next time? 


Our feedback platforms deliver stories and other rich data that lead to better insight, and ultimately, better decisions because you will get a better understanding of the root causes of the good and bad experiences.

Engaging Participant Experience

Our feedback platforms have been designed from the perspective that organisations and their ecosystems are social networks, and employees and other stakeholders understand their environment and behave based on both their own stories, and the stories of others.​​ 


Through the use of carefully designed surveys, our feedback platforms invite participants to express their experiences in their own words.​ This creates a welcome sense of being listened to.

The Best of Both Worlds

Traditionally, when collecting employee or customer feedback, companies must choose whether they want to collect thick, qualitative data from a small group of participants (via, e.g., focus groups). This can lead to questions about how typical the findings are. Or whether they go the quantitative route and collect thin survey data from a large group of participants - with the resulting interpretative challenges mentioned above.

Our approach offers a third way: our feedback platforms ask the participants to tell a story in relation to a given subject and then invites them to self-interpret it via a number of follow-up questions. As a result of the mixed-method approach, the collected stories can be plotted on to a dashboard to provide a quantitative macro view of the patterns in the data - without losing the direct link back to the rich content of each individual story.​


Founded in 2018, we are an international team of highly experienced subject-matter experts with backgrounds in marketing, market research, ethnography, and psychology , brought together by a passion for research that truly makes a difference for our clients and their customers and employees; and for research innovation in an age of abundant data, but not always equally abundant insights.


Henrik Nielsen,


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Sonny Soewarta,


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Got a Question?

Want to Book a Demo?Contact Us!

Fabula (Reg. No.: 72766751)

J. Bildersstraat 70
2596 EJ The Hague


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