What Americans Really Want...Really: The Truth About Our Hopes, Dreams, and Fears [Hardcover]

Frank I. Luntz (Author)

Book Description

Release date: September 15, 2009

No one in America has done more observing of more people than Dr. Frank I. Luntz. From Bill O'Reilly to Bill Maher, America's leading pundits, prognosticators, and CEOs turn to Luntz to explain the present and to predict the future. With all the upheavals of recent events, the plans and priorities of the American people have undergone a seismic shift. Businesses everywhere are trying to market products and services during this turbulent time, but only one man really understands the needs and desires of the New America.

From restaurant booths to voting booths, Luntz has watched and assessed our private habits, our public interests, and our hopes and fears. What are the five things Americans want the most? What do they really want in their daily lives? In their jobs? From their government? For their families? And how does understanding what Americans want allow businesses to thrive? Luntz disassembles the preconceived notions we have about one another and lays all the pieces of the American condition out in front of us, openly and honestly, then puts the pieces back together in a way that reflects the society in which we live. What Americans Really Want...Really is a real, if sometimes scary, discussion of Americans' secret hopes, fears, wants, and needs.

The research in this book represents a decade of face-to-face interviews with twenty-five thousand people and telephone polls with one million more, as well as the exclusive, first-ever "What Americans Really Want" survey. What Luntz offers is a glimpse into the American psyche, along with analysis that will rock assumptions and right business judgment. He proves that success in virtually any profession demands that we either understand what Americans really want, or suffer the consequences.

Praise for Frank Luntz:

"When Frank Luntz invites you to talk to his focus group, you talk to his focus group."
--President Barack Obama, spoken on June 28, 2007, to a PBS-sponsored focus group following the Democratic presidential debate at Howard University

"Frank Luntz understands the American people better than anyone I know."

--Newt Gingrich, former Speaker of the House

"The Nostradamus of pollsters."
--Sir David Frost

"America's top companies listen to Frank Luntz because he understands what customers want and what employees think. He has a keen sense of the American psyche and an outstanding command of language that empowers and persuades."

--Thomas J. Donohue, President & CEO, U.S. Chamber of Commerce

Editorial Reviews

From Publishers Weekly

Luntz (Words That Work) draws on personal experiences and current focus group research to aggregate our understanding of attitudes about everyday life, work, consumption, corporations, religious institutions, government, family relationships and community membership. Ostensibly for a general readership, the real audience for Luntz's work are groups who benefit from knowing what drives choices in contemporary American culture. Market researchers, pollsters, lobbyists and public relations officials are offered insights into such topics as what college students care about, what people expect from their employers and government, and what religious beliefs count in selling God to congregants. Using anecdotal stories about interviewing Playboy bunnies and secret shopping as well as boxed summaries about Words that Work, Luntz is shaping opinion and marketing campaigns rather than offering a synthetic vision of the American population. The questions asked offer respondents a limited perspective from which to construct their answers, resulting in hopes, dreams and fears that reflect the worldview of Luntz's corporate and political clients more than the so-called average American whose words he purports to present. (Sept.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

About the Author

Frank Luntz is one of the most respected communication professionals in America today. He has written, supervised, and conducted more than a thousand surveys and focus groups for corporate and public affairs clients here and abroad. He has developed campaigns for Merrill Lynch, Federal Express, AT&T, Pfizer, and McDonalds. Dr. Luntz is the first resource media outlets turn to when they want to understand American voters. His recurring segments on MSNBC/ CNBC during the 2002 election cycle won an Emmy. Dr. Luntz lives in Alexandria, VA.

Product Details

• Hardcover: 336 pages
• Publisher: Hyperion; First Edition edition (September 15, 2009)
• Language: English
• ISBN-10: 1401322816
• ISBN-13: 978-1401322816
• Product Dimensions: 6.1 x 1 x 9.2 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (35 customer reviews)
• Amazon Best Sellers Rank: #691,335 in Books (See Top 100 in Books)

More About the Author

DR. FRANK I. LUNTZ is one of the most respected communications professionals in America today. He has written, supervised, and conducted more than 1,500 surveys and focus groups for corporate and public affairs clients all over the world. The go-to guy for Fortune 500 CEOs, he is the first resource media outlets turn to when they want to understand the American public. The author of the bestseller Words That Work, Luntz lives outside Washington, D.C.

Most Helpful Customer Reviews

81 of 84 people found the following review helpful

5.0 out of 5 stars Insight into our priorities and desires September 15, 2009

By Steve in MA

Format:Hardcover|Amazon Verified Purchase

As the owner of a small business, I'm looking for insight that will help me understand my clients and make decisions that will help my business grow, especially in our current economy. I pre-ordered this book based on the strength of Dr. Luntz' previous book, Words That Work, which offered some great tips on how to communicate more effectively. While he and I are on different sides politically, his new book does not seem to have any party affiliation (the first quote he uses is from JFK!). His writing style is engaging and entertaining, and fairly balanced as well.

I found the chapter on jobs and work ("I Can't Get No Satisfaction") to be the most interesting. Not only does he talk about what workers want from their employers, he also turns the tables and discusses what employers expect from their employees. Putting both in the same context is revealing, highlighting the areas where the two sides are out of synch. The aspects of an employer that Luntz lists as being important to employees are valid when customers look at a company as well.

His analysis of the "2020 Generation" was an eye-opener. The picture Luntz paints is of a large group of consumers who think and act (and react) so differently than their predecessors, so the old way of thinking no longer applies. Luntz' interviews and focus groups sounded like they were painful for the media executives to observe, yet they produced some good advice on how to appeal to this segment.

The chapter on politics was useful, although I might have read it differently than then author intended. I found value by looking at the voters as consumers and government as the product. The "lessons" section at the end of the chapter is as relevant to a business, or to any interpersonal relationship, as it would be to an elected representative.

The old joke is that a consultant is someone who looks at your watch and tells you what time it is. Luntz is effective in this role - to me, his identification of our priorities show what people around me are thinking, which is a valuable lesson to learn.

29 of 33 people found the following review helpful

5.0 out of 5 stars "This Book is Written for the Voyeur in All of Us." September 18, 2009

By James R. Holland TOP 1000 REVIEWERVINE™ VOICE

Format:Hardcover|Amazon Verified Purchase

The author tells the reader right up front that he or she is going to read a lot of pessimistic stuff in this volume, "but this book isn't designed to bring you down. On the contrary, it has been written to help you identify and take full advantage of the numerous silver linings in even the darkest clouds."
"In our reality, we need a new road map to help us figure out where we are going and how best to get there. This book is that road map--a snapshot of who we are, what we believe, and where we hope to go both as individuals and as a nation." The author then goes on to explain some of the answers he has learned from decades of public-opinion polling in all fifty states.
"In essence, this book is about listening--and learning from--the American People." Basketball great Jason Kidd said, "read, react, execute. Read the basketball court not just as it looks at that instant but as it will look a split second later; react to the opportunities in front of you as they develop; and execute so that those opportunities are realized. That's a good metaphor" for both the title of this book and for life itself. The book is about how to find opportunities for better understanding and then to maybe to put those insights into finding a service or product that can be provided.
The author further states that the attacks of 9/11 and the terrible recession America has just passed through has caused major psychological setbacks in the average American's optimism about the future. He predicts it will take years, maybe decades, to recover the American's "Can Do" confidence.
As the author points out at the very beginning of this tome, "The word `credit' comes from the Latin word that means `to believe'." Americans have lost much of their core beliefs in the "credibility" of their government and it's institutions. This book is filled with focus group tested words and phrases that we the public are bombarded with all day and night both from product advertisers and politicians. That is what makes this book seem so "right on." It reminds me of another similar myth busting book called "The Millionaire Next Door." That book blasted through the myths and misinformation about who millionaires are, where and how they live and how they got their fortunes. Almost every page contained new truths. Ditto for this book.
Unlike the just mentioned book, this one has a business applications to it. It tells how individuals and businesses can figure out exactly what people really want and how to make a product or service that satisfies that desire. It lists the most desired aspects of any product Americans hanker to own.
The book is packed with enlightening information, but here are just a few of the points the author makes based on his years of conducting focus groups. All Americans will tell you that they are for energy conservation, but what they really mean is that they want to live exactly as they do now, but they want their cars and appliances to make more efficient use of energy. They don't want to drive less or buy smaller homes that require less heat and a/c or are closer to work, they want to be able to drive much farther on the same gallon of gas at a cheap price. They see conservation largely as improved energy efficiency--through better technology. Hassle-free technology
rules.
One of the things that most Americans absolutely hate are recorded answering services that have the caller press their way through an endless menu of items. Americans want to speak to humans who speaks their language, usually with their own local accent and who also know the answers to why they are calling. The focus groups say that if the first live person answering the phone doesn't know the information he can only pass the caller on to
one other "specialist who knows the answer." People feel like they are getting the run-a-round if a third expert
has to be consulted. Businesses should beware of this fact.
Americans want good quality and service at low prices. They want hassle-free "push the button and start using it" technology that doesn't constantly break down. Apple is one of the best users of this information about what the market seeks. The typical Apple product users consider themselves to be part of a unique group and identify with it. They like being part of groups they can identify with such as "Mac Owners." The most desired thing most Americans (men and women) want is more money. Also near the top of desires is more free time. Some of the other top choices aren't so obvious and may astound the reader?
Personally, along with the book's author, I liked the results of a focus group done with a group of Playboy Bunnies about how they decided if they wanted to date a man. I won't give away all the findings reported in the book, but the first thing the PB Bunnies checked in a prospective date was the man's watch to see if was expensive enough. Then they checked the man's shoes and later went down their list to the make and cost of his car. That information wasn't all that surprising to this reviewer except for the number one consideration--the prospective date's wrist watch and number three on the list. Sorry you'll have to read the book to find out what was the third most important consideration the Playboy Bunnies looked for in prospective date. Try guessing what it is before you
peek. You'll probably be amazed at how wrong your guess was?
This was a really fascinating eye-opener. It's nice to have a source that clears up mistaken assumptions and provides the actual facts. It's a good read and chuck full of interesting information. Unlike much of the media and politicians this book lets the reader take a voyeur's peek at what American consumers really, really want.

16 of 20 people found the following review helpful

5.0 out of 5 stars If you sell anything, you need to read this book. September 21, 2009

By Susanna Hutcheson TOP 500 REVIEWER

Format:Hardcover|Amazon Verified Purchase

The author, a highly respected person in his field, has written a timely, well-documented, informative book. I recommend it to anyone, but especially to marketers, to people who sell anything at all to anyone at all. I found some parts more interesting and useful than others, of course. For example, I appreciated the way the author tested selling phrases to see which one sold the most products. As a copywriter, I'm continually amazed at how changing one tiny word can make all the difference in the world!

Find out what Americans really want. You'll be surprised at some of the findings. It's not always what we think. This knowledge is worth more than gold in selling to people in this country.

Highly recommended.

- Susanna K. Hutcheson