Qualitative data means looking at the qualities of an article or audio clip itself, rather than seeing how many clicks, likes or shares it received to know something about it. Overtone uses the emerging power of language models to “understand” the text.
Overtone looks at the actual text of an article itself, to provide understanding where metrics like clicks, shares and keywords fail. The two articles above are from the same outlet, with the same exact keywords, and have roughly the same same length. But they are very different editorially, which lets Overtone separate them into “types” that can be used in different ways.