How to make qualitative insights actionable and generalizable

Frank A. Spring, founding partner at Altum Insight and managing partner of Undaunted Ventures, shares how qualitative methods can understand the stories voters tell themselves about politics. Frank discusses his work using AI-moderated interviews (AIMI) and digital ethnography to analyze citizens' understanding of democracy, and how these insights can be used to inform political storytelling. 

We also discuss generalizability from this type data, the importance of cultural context, and the ethics of stories' relationship to facts.