Survey Says…

February 12, 2026

Image by iKrUeMeL from Pixabay

Since I work in the research field, I will always take part in surveys. My phone blew up during last November’s election, but I dutifully answered every question. I do this for two reasons. First, curiosity. I want to see how the questions are structured. I also want to know what topics they consider to be important. Second, I feel for all survey takers. Gone are the days when a researcher could randomly dial a land line and actually get a live body to answer the phone. I dare say none of us answer our phones today unless we know the number. Plus, my provider is nice enough to let me know if the call is possible spam.

A survey I consistently participate in focuses on my grocery shopping habits. For me grocery shopping is kind of a sport (looking at you, Costco). Prior to writing this I received a survey for certain household products. Despite my non-demographically desirable age I was able to pass all the screeners. This one focused on product packaging.

The one question that got me was about how my packaging choice made me feel. I was presented with about 15 options ranging from “neutral” to “confused” to “excited.” I chose neutral because, well, we’re talking about packaging. For some strange reason I have zero emotional involvement with a counter cleaner or bleach-based wipes.

This has been a consistent theme in the advertising world, especially since the dawn of the digital age. Brands want to develop a “relationship” with their consumers. They want us “involved” with them on a personal level. In short, they want to be our friends. What do we want? Products that do their job well and are affordable. Period. A generic bleach is bleach and not necessarily less effective than an oft advertised name brand.

Which brings me to radio.

We have specialized in emotional connections for decades. Despite all the distractions, radio remains a medium that delivers connection, community, and comfort. This has become increasingly important as we have lost ground in the music category. Spotify has my perfect playlist, but the interaction is soulless.

This is where radio can excel. Listeners do not connect with liners or sweepers. Your perfect music schedule goes right over their heads. I’m not saying these things are not important. They are. But they are just the packaging.

Creating a relationship with our audience is a two-way street. We must give them something of value and they have to recognize its availability. Radio does an excellent job in packaging the “what” of our brands. Do we do the same with the “why”?

Feel free to tell me I’m full of it: sallan@researchdirectorinc.com

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