In Episode 7 of the Altum Insight Podcast, hosts Adrianne Marsh and Frank A. Spring parse the findings from their newest qualitative study in Ohio. Gathering 117 hours of deep qualitative feedback from 353 respondents, the research focused on what voters are actually feeling, why they feel that way, and
One well-worn view is that voters are driven almost entirely by their pocketbooks. But Altum Insight’s latest Qual at Scale report reveals a much deeper, more systemic disillusionment taking root in the heartland. As the report concludes: If Dems want to talk about cost of living, they must
The suspension of Graham Platner’s U.S. Senate campaign in Maine has left Democratic operatives scrambling. But if you’re only looking at candidate recruitment or tactical damage control, you’re missing the forest for the trees. In Episode 6 of the Altum Insight Podcast, hosts Adrianne Marsh and
What happens when a community’s worries get so tangled up that it becomes one giant crisis? On the latest episode of The Altum Insight Podcast, hosts Adrianne Marsh and Frank A. Spring dive into a new study of Iowans, revealing what they call the Rat King of Unhappiness. Frank
The political industry is using AI to test ideas a range of ideas that may not teach us anything about how voters are really making decisions. According to the latest episode of the Altum Insight Podcast, these applications may be downstream of the most impactful changes we could make in
Democratic campaigns often still operate from a playbook that says the right policy point or the sharpest attack ad will get their candidate across the finish line. If the candidate prevails, that's seen as proof enough that the strategy worked. But with trust in government at an all-
Adrianne Marsh, CEO of Altum Insight, asked rural Nebraska some deep questions – expecting to hear about the economy. What her team found instead was a deep, values-rooted fear of artificial intelligence. The crux of it was not about jobs or data centers, but about trust, truth, and a way
Altum Insight's second podcast unpacks the "Stairway Model of Behavior Change," a framework designed to move a person toward a specific action they wouldn't otherwise take. Originally developed by the FBI Crisis Negotiation Unit for hostage situations, the model consists of five distinct steps
Altum Insight CEO Adrianne Marsh joined the hosts of the Beer, Buds and the Big Sky podcast to talk about rural voters, democracy, and what Democratic campaigns need to do better. What emerged was a fascinating look at why modern political messaging is failing and how a "hostage negotiation&
Welcome to Altum Insight's inaugural podcast, hosted by Adrianne Marsh and Frank A. Spring and produced by Kate Monson. Altum Insight is a qualitative research firm that uses cognitive neuroscience and narrative science to understand voter behavior. Moving beyond traditional polling (a snapshot of the "what"
Altum Insight CEO Adrianne Marsh joined host Collette Williams and friends on Black Women Speak, by Intentional Talk Radio Network, to discuss the challenges of navigating the current political landscape and how Democrats can, and must, become better listeners if they want to win more elections. Marsh reflects on what
Frank Spring sat down with Cameron Cowan to talk about the power of stories in shaping people's behavior and their political choices. They also got into how rural communities are reacting to artificial intelligence, and why certain campaign slogans succeed while others falter. The science of story Spring