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

by Frank Luntz, L.J. Ganser (Narrator)

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

Genres: Politics, Nonfiction, Business, Political Science, Audiobook, Sociology, Economics

336 pages, Audiobook

First published September 1, 2009

Reviews

[Nathan · Rating 4 out of 5]

I'm surprised at how much I enjoyed reading this book. I was even more surprised at how much I found myself agreeing with the author.

When I think of Frank Luntz I think of a soldier in the army of conservative republican media pundits. I think of a friend of G W Bush and I think of a guy whose every word I would question.

The book however, although certainly political at times, was more of what I would expect from a true social scientist. Most of it was pretty uncontroversial. Women respond better to ads that promise more time in their day. The best time to advertise shaving cream is in the morning. Luntz had tons of data on advertising and how we spend our time, and the way he applied this data was almost always good.

There were some politics in there of course. I was surprised however at the occasional praise of Obama and criticism of the GOP. While his conservative politics were evident, it wasn't propaganda writing like I expected. It was served with a grain of salt of course, but I didn't need a salt factory.

[Rachel Bayles · Rating 4 out of 5]

Mostly good. Parts do make me wonder about the accuracy of polls. But it's certainly a solid starting point for trying to figure out what the hell is going on in people's minds. It paints a picture of an America that is in most ways less ignorant than you might imagine, but in some ways is scary. Hats off to Mr. Luntz for highlighting our hypocrisy. The last chapter made me think kindly of the author.

[Andrew · Rating 4 out of 5]

I have been fascinated with opinion dynamics and polling since my work on my Political Sciencee degree. Many people attack it, but it is a legitimate tool in politics and business. It's important to understand what your clientele or taxpayers are thinking.

Dr. Luntz is a leader in the opinion research industry. He gets a bad rap a lot of times by the left because he is often friendly to conservative ideas. This is an excellent look by him at America as a whole.

There is a lot in here for any business, political leader, and anyone who just wants to understand the way Americans think. It's important to know your society and how you fall into it. This book can be both depressing and encouraging depending on the topic. At times you see the greatness of America and who we are, and at times you see the absolutely hypocritical nature that we often exhibit.

Luntz sums it up well in the conclusion of the text. "We are a nation of well-meaning hypocrites." I totally agree, I see it on a daily basis. I believe America is fixable, but it requires people to be intellectually honest about who we actually are. It's time for us to confront our contradictions. Many Americans just "feel" they know what a "majority" of other Americans believe. I would conjecture they don't. Pick up this book and find out more about who we really are....really.

[Drew Johnson · Rating 3 out of 5]

I love data, surveys etc so alway enjoy Luntz's views. Some takeaways from the surveys:

In today's media people have reinforcing feedback loops that affirm beliefs rather than inform them. Some stats on attendance at religous services being positively correlated with happiness (similar to the data in Gross National Happiness). On handling employees: don't say things are "fair" and don't assume they know the condition of the company. Words that don't work: bailout, cuts in medicare spending. Words that do work: rescue or recovery plan and decrease the growth in medicare spending. 90 percent of americans think they are smarter than the average American. We have most of our population walking around with a dead wrong assumption.

[Denny Troncoso · Rating 5 out of 5]

What americans really want
Steve Wynn - don’t copy others know what they are doing and surpass it.

Don’t have to be 1st but have to reevaluate how to be the best.

Idea no loss system for car keys

Energy better efficiency do more with less

90% of americans drive
5% public transportation
Anything to improve driving experience

Few products to not sound like buffet
remind customers what you’ve done

Good words
Technology state of the art
Bold action now
Diversity reliability
Long term
Comprehensive

We stand behind our …
Efficiency
Manufacturer = crafter
Connection - mac people

Turn off phone during dinner

Marketer idea Repackage child pleasures for adults

Free time
39% read books
23% beach
22% cards
18% board games / bars
14% crossword puzzles

100s of entertainment tv channels

Sex
25% 1-2 partners
40% 3-10
12% 30 partners or more

63% lost virginity 18 yrs or younger
25% involved in threesome
Over 50% at least 1x per week
Republicans more satisfied
No affairs

Intelligence
Sexiness
Beauty

Products make easy to access and easy to use

Give people more time

Market as a daily amount
Dollar a day instead of $30 a month

Plug and play is most important in products. Why apple is growing so fast.

Need $250,000 annual income in big cities to live great life
Small towns like little rock $125,000

Women food prep
Men exercise and sports
Elderly 65 min reading 20 min pc

Relationship people 30%
Spenders on others

Spiritual 25%
Older cars no stuff
Alone people

Health 18%
Younger
Whole foods jamba juice

Control 12%
Unpleasant more times less hassle
Intellectual
Everything planned out
Under 50
Newest best of everything

Financial security people 11%
Fastest growing
Unhappy and dissatisfied
Miserable in mess
Judge themselves based on others
Own rent or lease
High expectations on service
Lots of material goods for status statement not enjoyment

4% unranked

Americas not workaholics
Americans a career
Making a difference, want to do, keeps you up at night

People with careers don’t change that often

Worst thing as employer
Promise what you cant deliver
Preach what you don’t practice

Mission stmts
Why company exists created why employees do what they do
Want commitment not pledge

Suffer together employees n mgt
Can you teach me how to do it right

Corporate mentoring all employees should have special connection not direct superviser

Respect and reward
Keep people in the loop
Recognition is thanking people in front of others

People trust entrepreneurs
Passion and inspiration

Gen 2020 workplace
Adventure
Boring conformity
Celebrate
Champion
Diversity
Focused creativity
Freedom
Impact
Shatter expectations
Inspire
Passionate

Millenials rights
Equality
Opportunity

All rights
Liberty
Opportunity
Justice
Democracy

Public schools
1. Parent influence
2. Right of public schools
3. Safety drugs violence
4. Child centered measure learning not teaching
5. Equality
6. Not what childs taught What child learns
7. Basics - reading writing math history
8. Global competition
9. Accountability
10. National education policy

Flexible focused creativity

Tips kids
1. Dinner 5x per week
2. Attending Weekly religious service
3. Checking hw daily
4. Demanding of truth and getting it
5. Participating in team sports
6. Going on a 1 week vacation disconnected from phones. Off.
7. Spend tine with them periodically. Connect on social media

[Liquidlasagna · Rating 3 out of 5]

This is the man!

Language, a Key Mechanism of Control
Language, a Key Mechanism of Control
Language, a Key Mechanism of Control

"Luntz is the brilliant progenitor of the ubiquitous dissimulation that floats right-speak past an inattentive public (most famously - since Gingrich's contract on America)."

In 1990, after consulting focus groups with the help of pollster Frank Luntz, GOPAC distributed a memo with a cover letter signed by Gingrich titled "Language, a Key Mechanism of Control", that encouraged Republicans to "speak like Newt".

It contained lists of "contrasting words"—words with negative connotations such as "radical", "sick," and "traitors"—and "optimistic positive governing words" such as "opportunity", "courage", and "principled", that Gingrich recommended for use in describing Democrats and Republicans, respectively.


Glad to see that the Democrats are going back 35 years for smear tactics.
And doing it in such a weird sick way.

/////

[Have you noticed that all through July 2024 and soon to be August 2024, there's been like 524 mentions of the word WEIRD being used in the most awkward and ham-fisted way that it's actually surreal Orwellian satire]

/////

It reminds me of the Frank Zappa song Plastic People from 1967

Ladies and gentlemen, the President of the United States
Fellow Americans!
He’s been sick, I think his wife will bring us some chicken soup

Plastic people
Oh baby, how you’re such a drag

"I know it’s hard to defend an unpopular policy
Every once in awhile"

Plastic people
Oh baby, how you’re such a drag

"There’s this guy from the CIA
And he’s creeping around Laurel Canyon"

Fine little girl, she waits for me
She’s as plastic as she can be
She paints her face with plastic goo
And wrecks her hair with some shampoo

/////

Luntz has historically frequently contributed to Fox News and CBS News (and since 2021 on CNN ) as a commentator and analyst, as well as running focus groups during and after presidential debates on Fox News and CBS News. Luntz describes his specialty as "testing language and finding words that will help his clients sell their product or turn public opinion on an issue or a candidate."

He is also an author of business books dealing with communication strategies and public opinion.
Luntz has experienced multiple strokes, which he has openly discussed in several interviews. He has stated that he believes that stress over not forcefully speaking out enough against former president Donald Trump is responsible for the life-threatening health consequences he has endured.

/////

In a 2007 interview on Fresh Air with Terry Gross, Luntz argued that the term "Orwellian" could be considered in a positive sense, saying that if one reads George Orwell's essay Politics and the English Language, "To be 'Orwellian' is to speak with absolute clarity, to be succinct, to explain what the event is, to talk about what triggers something happening… and to do so without any pejorative whatsoever."

Luntz suggested that Orwell would not have approved of many of the uses of the term, given that his essay derides the use of cliché and dying metaphors.

/////

Language, a Key Mechanism of Control
Language, a Key Mechanism of Control
Language, a Key Mechanism of Control

[Craig Adamson · Rating 3 out of 5]

A fairly quick read despite “dry” material. I enjoy listening to Frank Luntz speak more than I enjoyed his book. I felt like he was cramming too much information into each chapter. I had to take breather after the first two chapters. Oddly enough, I do like his stream of conscious writing style. I just felt and editor could have helped shape this book more and kept the page count the same but created more chapters. Some it probably had to do with his summaries at the end of each chapter, but that could still work with shorter chapters on various aspects he was detailing.

I found the chapter on religion very telling. There are a lot of people who can’t stand religious people. I’m a Christian and have a hard time with hypocrisy myself. I’d say myself and all Christians are hypocrites all of the time as we all sin. But I get why some people who don’t believe in God end up getting annoyed with people who claim to be Christian or “religious” (whatever that means) as they are just obnoxious about it. As if they are trying to please Man and not God. But that aside, there are quite a few people in this country who have taken it upon themselves to shun religion, but specifically Christianity at every opportunity. Where Luntz’s research comes in is the demonstration that Americans value their Freedom of Speech and Freedom of Religion. They also appreciate and want to conserve family and traditional morals/values. And according to his research, traditional marriages with children are happier and higher functioning that families that don’t have that as their core.

Even if atheists find a way to be annoyed and offended by that chapter, Luntz also shines a light on the idea of being nice to other is a value, but when it is untethered from Judaism and Christianity it makes it much easier for those values to shift over time... or shift all the time (situational ethics). Regardless, Christians reading this book may want to reread that chapter and think about where their priorities are. Additionally, his #3 conclusion is losing our religions in America is very dangerous. And that those who don’t believe should be careful in wishing away the influence of religion, specifically Christianity, or they are going to be in for a big surprise on how everyday life works without that moral compass.

Good book, just not great. As some other reviewers have mentioned, I wish I had read this book closer to the time it was released. Maybe I would have given it a “4” instead of a three? The content would have made more meaningful going into the 2008, 12, and 16 Presidential elections. I’m sure if he was able to do another extensive survey that would bode well for many politicians, business owners, colleges, and various groups who need to know the information Luntz is gathering to make better strategic decisions.

[Joe Rodeck · Rating 3 out of 5]

Dr. Frank Luntz presents focus group results on ordinary Americans preferences in politics, TV, music . . . . He goes so far as to tell us how to be a parent and lectures on the importance of religion. Much is interesting and useful; for example, the shocking stats on obesity.

Lots of scattershot interesting tidbits. [I was taken in by the lift, burn, and copy of songs that is just too hard to control for the music industry.] Some is trivial, if not doubtful; for example, church-going people having more satisfying sex lives. Sorry, I'm not buying that! How often you've broken the Seven Deadly Sins gets away from serious sociology.

Politicians should note the amount of emphasis people put on education. Putting priorities in order: 1) education, 2) police, 3) hospitals.

Easy, lightweight reading.

[Tom Schulte · Rating 4 out of 5]

Dr. Frank I. Luntz draws on experience as a secret shopper, focus group runner, and consultant in industries as varied as automotive, financial services, and more. While much of this 2009 book talks about the rise of Obama, the wisdom from industry and of the American consumer has much broader value and keeps this work from being very dated. Certainly entrepreneurs and marketers will find much value here. There is sociological knowledge in the assessment of thoughts and motivations of the tech-savvy young and the politically important seniors. Luntz leads this all and summarizes to a family values and back-to-religion culmination that doesn't reach me while I very much appreciate his impressive insights into workings of the American consumer and voter.

[Steve · Rating 3 out of 5]

I wanted to like this because it's in my field of study and Luntz seems like an interesting guy even if I don't always agree with his politics. But I couldn't get a thread. It just seemed like a jumble of observations and I got bored.

[Blog on Books · Rating 4 out of 5]

Have you met the Frank Luntzes? Frank Luntz #1 is a market researcher who helps companies by listening ultra-carefully to what consumers are saying about products and business accountability. Luntz #2 is a political operative who takes his polling information and then advises politicians on new methods of phraseology and wordsmithing to make political messaging more, um, palatable, to the public electorate.

In his latest book, “What Americans Really Want…Really: The Truth About Our Hopes, Dreams, and Fears” (featuring an updated preface for this new paperback edition) Luntz drills deep into the collective psyche of the American consumer to extract data that reveals what the public wants right now. In this post 9/11, recession era age of both government and corporate greed and mumbo-jumbo, consumers, according to Luntz, are fed up with lack of attention and corporate double-speak. (Though some would argue, it is exactly Luntz’s influence that has produced much of that double-speak – i.e. “death tax” – to begin with.) He sees a consumer base – in both commerce and politics – that is desperate for transparency and accountability and will support no less than both.

While Luntz’s research is fairly unassailable in its data collection (often relying on focus groups and dial monitoring – those videos with the red line moving up and down as a speaker delivers their message), it can sometimes be questionable when that information is reduced into messages that involve rigorous wordsmithing to alter the message to make it more euphemistic to the public, particularly in the political arena. (Luntz, after all, is the man who changed the words “global warming” to “climate change,” which last time we checked, are not quite the same thing.)

Although he has been chided by polling organizations in the past (most notably by the National Council on Public Polls as well as the American Association for Public Opinion Research) Luntz is quite candid in his methodologies and advice, making this a well-constructed and revealing volume about where the public stands today on issues of trust in both their public and private institutions. Refreshingly, he also knows his history in both the applicable political and commercial arenas that brought us to today. Anyone who is interested in survey work, public opinion, marketing or message shaping should read this book. Just watch out for the Orwellian parts. (A charge Luntz, of course, regularly denies.)

[Ken · Rating 3 out of 5]

This book proved to be a very disquieting or disturbing read. The author clearly made the point that knowledge is power, but it left me wondering exactly what he meant. Is it that once the facts are presented, then one can accurately ascertain the will of a population, or is it that once the facts are uncovered they can be enhanced and spun to control the attitudes of the people? Do focus groups and sociological research teach how society really operates, or do these studies merely provide those in power with new and more effective ways in which to bend the status quo to their will.

Dr. Luntz has a very novel interpretation of voters as 'consumers', and 'government' as product. And, also it would seem to follow that churches are really 'stores'.

The author's observations of the latest generation, Generation 2020, is really quite provocative. These young people are so radically different than their elders that all of the old rules and assumptions clearly no longer are viable. And, I think that he makes his point that if this nation is to grow and prosper, this is where the new challenges will be found. Not to herd these young people back into the fold, but in capturing the desires and aspirations of this new and emerging market.

However, I can't help but feel that Dr. Luntz's approach has no moral center, and he doesn't even seem to feel that it is necessary. You find out what the people want, and then you give it to them as quickly and cheaply as possible. Since any social issue has a variety of points of view, and there always exists a body of facts which support each and every position, then all solutions are equally viable. Therefore, Dr. Luntz could have paved the way for a more universal acceptance and understanding of civil rights, or he could have just as easily put forth and sold the views of the oppressors.

[Kevin · Rating 3 out of 5]

Lots of different aspects about American beliefs, opinions and desires from different people and businesses. I felt like it jumped around a bit. The parts the author did seem to stay and focus on for a while were generational differences, which were fascinating, and religion. On the religious sections is where he inserted a big amount of his own opinions. In contrast, the rest of the topics were not opinion driven or even commented on beyond the facts of his different surveys.

Overall, it had a lot of tidbits and insights into our culture which were very interesting. In hindsight, it feels like there was a lot of material for not a lot of depth. But sometimes, surveys and those taking them don't always focus on the deeper aspects of life.

[Vilo · Rating 3 out of 5]

Dr. Frank I. Luntz conducts focus groups and takes surveys of people for hundreds of companies and government agencies. He has compiled his understanding of what Americans, in general, are like. I am somewhat suspicious of surveys because how things are worded plays such a role in the outcome, but most of the conclusions Dr. Luntz reaches seem on target when compared to other reading and my experiences. Especially interesting was a section where he talks about what makes America unique and strong, and how he hopes we never lose those things. Religious faith and strong families are on that list.

[Nastassia · Rating 4 out of 5]

I thought this book was very informative and interesting. I normaly don't read non-fiction like this, but Frank Luntz has a very personal way of writing that kept me engaged and interested. He has done so many focus groups and surveys that I have gained a sense of appreciation knowing that I am reading the hard work of his efforts when i ooh and ahh at how interesting some of the survey information is that he has gathered. It's very informative and it really makes you think like, "wow that makes perfect sense, I never really thought of it that way." I feel like I came to a better understanding of the country I live in after reading this book.

[Lisa · Rating 4 out of 5]

I really enjoy watching the focus groups that Frank Luntz uses to analyze what the public likes and doesn't like. During the past presidential campaign I think I saw Frank with one of his groups at least once a week. While I don't think you can judge everyone by a focus group, I do think there is a lot to learn about people by watching this.
In this book Frank is polling people about much more than politics. He gives us info about religion, work, and other topics that are important to people.
This book is very interesting and well worth reading!

[Mike · Rating 5 out of 5]

Listened to on audio CD. What an interesting and deeply engaging study on what Americans largely want. Luntz pulls no punches and presents empirical results to his extensive research for support. Oh, I sure wish people would listen to Luntz more (businesses, parents, children, teens, politicians, etc). I especially love his findings surrounding religious people, which turns out to be a damning rebuke to mainstream attempts to remove religion from as many areas as possible. Good stuff!

I thoroughly recommend this book/audiobook!!

[Cris · Rating 3 out of 5]

Having nothing better to do, I got a hold of this marketing book. Pretty good. I highly recommend it for people interested in branding. Interesting marketing studies and good instincts on why they say what they do. Which translates into why we consume what we consume. The old truth still holds that women make most purchasing decisions. I'm relieved to see that Dunkin Donuts is more likely to outlive Starbucks than the other way around simply because they get the American ethic of coffee. Interesting chapter on religion and why Americans look hyper religious to the rest of the world.

[Melissa · Rating 4 out of 5]

Liked that it is a blend of other's research and his own research. He does a great job at explaining what people are thinking and feeling about where we are, from employees, older americans, young americans, and everyone inbetween. Very interesting is to know if you work are an employer or you just want to better understand some of neighbor's rational in how and why they think the way they do. Very easy to read and wasn't too high brow or techinal to read.

[Gary Sedivy · Rating 4 out of 5]

Some of the information in this book is unsettling - it may be right on, but the ramifications are troubling.
If the people in the US are as self-centered and selfish as this book protrays, or want outcomes that are untenable, e.g., entering the work-force without any experience, expecting a promotion and raise before anything is accomplished.
"I want what I want when I want it" is the mantra. Unfortunately it won't work that way, and not a few will be angry.

[Alex Kenjeev · Rating 3 out of 5]

Great book about marketing. Luntz is a master of knowing the huge differences between seemingly similar word choices. He also has a lot of fascinating ideas about where and how to look for new opportunities. For example: anything that will shave 10 minutes off a suburban mother's day. And: consumers will generally try something new for their evenings, but are much less likely to tamper with their morning routine.

[Susanne · Rating 5 out of 5]

fascinating book about what Americans believe and what they want in their lives. Luntz does a great job analysing what we want-he's right on the money. Great book for marketers, businesses, politicians (I wish they would read this and actually do what it says)and anyone else that is interested in the pulse of America.

[Klasko · Rating 4 out of 5]

Frank Luntz is a pollster and he makes statistics interesting. Who knew? He gives us a good picture of ourselves as a country. Some of the information, especially about teens and high school students is disturbing.

I like Frank Luntz. I like hearing what he says about his focus groups on Fox.

[Rachelle · Rating 4 out of 5]

Interesting and easy to read, but a little condescending - he is telling us about ourselves, after all. But his book is really written for businesses; he wants to help entrepreneurs spot an opportunity and act on it. Though you may disagree, he articulates ideas and priorities that you may not have thought about until now.

[Amy · Rating 4 out of 5]

I listened to this as a book on tape. It had some good points, some things I agreed with and disagreed with, and was sometimes dry to listen to. Despite that, though, Luntz makes some very valid points and has a lot of research to back up his points. While listening it sparks your mind into thinking of various opportunities that you can create yourself.

[Walter · Rating 4 out of 5]

Fascinating book. Frank Luntz gives you an insight into why the general mood is 180 degrees out of phase with the general direction. He approaches politics, employers, employees, producers and consumers from a positive view point. This book is for anyone interested in improving.

[John Hendricks · Rating 4 out of 5]

Well-done book by noted conservative pollster Luntz. Written is a conversational style, it covers a wide range of American opinion. Luntz should also do some international work...would be an intriguing contrast...

[Mike · Rating 3 out of 5]

Pollsters know us practically better than ourselves. I did like Luntz's critique on living in modern times and how it still comes back to family and friends that make for a meaningful life. Take time for the things most meaningful to us.

[Ron S · Rating 4 out of 5]

This is a very good "drive by" look at cultural preferences in American society. What we want, how we want it, what we don't, etc. If you are responsible for shaping product development or for advertising/sales, this is a good, current, quick study.

[Samuel Lubell · Rating 4 out of 5]

This book is based on polls and Luntz's work as a pollster. There is lots of good information here. Luntz's biases sometimes get in the way, especially when he talks about the importance of religion and traditional lifestyles.