Frank A. Spring: Narrative and story in behavioral change

Altum Insight partner Frank A. Spring talked with Michael Bossetta from Social Media and Politics about how qualitative methods can help us understand the stories voters are telling themselves. Frank discusses using AI-moderated interviews (AIMI) and digital ethnography to uncover people's underlying narratives and how these insights can be used to inform strategy. 

"The term narrative and story in politics are often used as terms of art…for Altum, narrative is a term of science. Our work is very heavily grounded in the behavioral psychology and cognitive neuroscience of story."

Listen below –