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

Overview

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 ...

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

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Overview

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

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Editorial Reviews

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.)
President Barack Obama
"When Frank Luntz invites you to talk to his focus group, you talk to his focus group."
Newt Gingrich
"Frank Luntz understands the American people better than anyone I know."
Sir David Frost
"The Nostradamus of pollsters."
Thomas J. Donohue
"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."
From the Publisher
"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

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Product Details

  • ISBN-13: 9781401310417
  • Publisher: Hyperion
  • Publication date: 9/14/2010
  • Pages: 336
  • Product dimensions: 9.22 (w) x 11.08 (h) x 0.76 (d)

Meet 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.

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See All Sort by: Showing 1 – 20 of 25 Customer Reviews
  • Anonymous

    Posted September 14, 2009

    I Also Recommend:

    Read it to understand all that's going on right now

    If you care about what is really happening in America, you need to read this book.

    Finally, someone tells me what Americans think rather than what I should think. While I was expecting a lot of politics, there's so much more. Luntz hits all the hot topics: jobs, health care, climate change, religion, even retirement.

    I also like the fact that Luntz provides a significant amount of public opinion data, some of it his own and some of it from other public sources, to back up his conclusions. Clearly a lot of work went into writing this book.

    4 out of 4 people found this review helpful.

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  • Posted November 15, 2009

    Great Insight

    This book gives great insight into what you neighbors and fellow Americans are thinking. Very interesting reading with some very stunning revelations. This won't change what you think, but it may very well confirm what you already suspect... that the American public is not as diametrically opposed as our politicians would have you think. I highly recommend this book to anyone with an interest in the American lifestyle.

    1 out of 1 people found this review helpful.

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  • Posted September 15, 2009

    Even better than his last book

    Look, I was predisposed to like this book, because I learned so much from his last one. So I was a geek buying it on the first day. Now, with about 75 pages to go in this one, I'd say it's even better.

    As a business person and fan of politics as a hobby, this book was right up my alley. I succeed in business by trying to understand my customers--this book has countless insights into how Americans think and what they want.

    But it's not broccoli and wheat germ--it's a fun read! Sure, you'll be a better business leader or politician when you are done reading it--but you'll have fun along the way. Especially with his anecdotes from his varied worklife. Read it and laugh while you learn! A great read!

    1 out of 1 people found this review helpful.

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  • Posted September 15, 2009

    Insights Drawn From Experiences

    Yes, I found this book will help you make better business decisions - as promised.

    And I agree it'll help you better understand and impact the voters you want to motivate, or the customers you want to attract, or the employees you want to hire. Again, it delivers as promised.

    But even if it didn't do those things, it would be a worthy read just to get an unparalleled look at what really goes on behind the glass in focus groups across America. Luntz' experiences, interactions, and anecdotes about working for America's most prominent business and political leaders really can't be matched by any other author or in any other book. It's what sets him, and this book, apart from anything else I've read.

    So it's not just a glimpse into the minds of the markets you want to reach - it's also inside intel on how America's best companies and campaigns (who might even be your competitors) are going about THEIR business.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted February 8, 2011

    It is a great book. A must read. Opened my eyes to generation 2020.

    =I have read this book twice and still learn something every time. It is a must read.

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  • Posted January 9, 2010

    Luntz book valuable for business

    Good information. Well organized and clear. Easily accessible--reader can pick and choose easily for personal relevance. Very helpful to me for business ideas and planning.
    Author remains objective. Draws conclusions but doesn't editoralize.
    I found it very interesting.

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  • Posted January 9, 2010

    dreams

    lots of interesting information

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  • Posted December 12, 2009

    more from this reviewer

    Good guide for someone who needs it.

    This book offers insights into how American's think (thanks to many Gallup polls). It is useful, assuming the polls are correct, for getting a good gauge on the future, especially concerning businesses. The one issue is that some of the material seems common sense, which is not worth buying the book, but there is plenty of material that can provide helpful business courses of action or thought which makes the book worth the price tag. It is also a fairly easy read for a business book, which I sometimes have problems keeping my attention into these types of books. That was not the case with this one. I recommend it to any manager or business owner in general.

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  • Posted December 6, 2009

    more from this reviewer

    I Also Recommend:

    This book talk what the american people's are really think about this country.

    this book has a lot of information about everything .

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