Stories have powerful effects on the human brain.
Altum Insight brings together AI-informed qualitative research and neuroscience-based narrative analysis to uncover and understand the stories that shape voter behavior.
Deeper insight leads to better strategy.
Digital ethnography offers a qualitative deep dive into the cultural, environmental, and social dynamics that shape an audience’s attitudes and decisions. We can look into the stories voters tell themselves about their own lives, communities, and worldview. We can understand how those stories form their identities and drive their decisions. And we can speak with them in the language of the narratives they are already using, building trust and winning permission to be heard.
The Altum advantage
Our process is designed to discover the stories that can move the needle and give you the tools to put our findings to work.
Research planning
Strategic expertise plus AI-enhanced techniques to help you understand and refine your audience
Digital ethnography
Flexible and budget-friendly qualitative research designed to uncover the stories and values that drive voter behavior
Narrative analysis
A detailed look into the stories voters are telling themselves, how they work, and how they may be influenced
Actionable guidance
Clear direction and ideas for how to implement what we learn, from narrative guides to campaign development
Latest news:
Topline findings from Pennsylvania men
We talked with men in Pennsylvania to learn more about what’s motivating them as the presidential candidates make their closing arguments.
Harris v. Anything Else Except Trump - Summing up 330 short interviews with swing voters
We did five surveys of open-ended questions with extremely likely-to-vote, swing Michiganders (and, in one case, also Montana) over the period immediately following the presidential debate on June 26 through President Biden’s decision to withdraw from the race on July 21.
Doubters and Drifters – Revisiting Michigan swing voters post-ABC interview
We asked if Biden could re-qualify himself with the respondents who were considering other voting options and reassure his most doubting supporters.
Breaking Bad – 159 conversational interviews with Michigan swing voters after the debate
We deployed our AI interview process to explore Michiganders’ responses to the first presidential debate.
Montana AI-Informed Ethnographic Pilot
This project explores Montanans’ beliefs about democracy, and their responses form a taxonomy that reveals starkly different views of what democracy means.
Work with us:
For questions or to start developing your research program, get in touch with us today.
“Humans understand our lives through stories. Behavioral studies and cognitive neuroscience show that when you know the stories your audiences are telling themselves, you can speak to them in terms they immediately understand, build trust with them, and influence their behavior.”