As a researcher who has spent a large portion of her career conducting in-depth interviews with people all across the country, I can tell you that I am so appreciative of people who are willing to open up and share their opinions with us. Many of them have allowed us to bring a camera to record them in their homes, their workplaces and follow them around to observe their days.
While I only spend a few hours with qualitative participants, I think about them through the years as I try to explain media preferences and behaviors of Americans. They are a cast of characters that I revisit often when I need an example of how important a radio host is to someone (example: a newly empty-nester in need of companionship), or how teens are influencing parents’ listening (the son who introduced his mom to a new streaming service that she now can’t live without), or why a new mother would find having a smart speaker so essential (juggling a baby in one hand and a peanut butter sandwich in the other).
The graphic below from Edison Research’s Share of Ear report shows what Americans are listening to on their smart speakers. These devices have made all types of audio content easily accessible in homes. Fresh data from the latest Smart Audio Report and stories from the latest round of in-depth interviews will show how access to media is one of the many reasons people in the U.S. are embracing voice assistant technology.
For more information about Edison Research and Smart Speakers: