Synopsis

This user research aims to identify the audience for a new podcast focused on sharing stories of hope from a Christian perspective. A survey was conducted to gain insights into listener preferences, habits, and characteristics, as the target audience was initially undefined. The survey revealed key demographic trends and preferences, including age groups, listening platforms, and topics of interest related to faith and hope.

Introduction: Does anyone want this? 

Have you watched the Netflix series Nobody Wants This? An agnostic sex podcaster (Kristen Bell) and a newly single rabbi (Adam Brody) fall in love. Their wildly different lives and meddling families threaten the survival of their budding romance.

I am a User Experience Designer. I represent users in software design and ensure we make products users want and need. From this perspective, the show’s title prompted a question. Instead of “Nobody Wants This,” I wondered, “Does anyone want this? Does anyone need this?” In conjunction with the show, I am reading Fall in Love with the Problem, Not the Solution by Uri Levin. As the title suggests, there is an order to solving problems: I have the problem, I have confirmed others suffer from the problem, the world will be a better place if the problem were solved, and now I will try to solve it.

For founders with big dreams and great ideas, their product or service must solve the users’ problem, fill a gap in the market, or be superior to competitors’ offerings. This case study examines a founder’s desire to create a podcast.  It sounds fun, entertaining, and meaningful, but five million content creators agree. But don’t be discouraged! Podcaster Joe Rogan recently told guest Shawn Ryan, “A lot of people want to say that the podcast market is too saturated now… that it's too hard to make it in the podcast market. I don't believe that. I think if you've got a good show, it's going to rise.”  This analysis provides perspective and guidance on whether or how our founder should proceed. In this case, the analysis is not conclusive yet. To Jen, I recommend more user research before moving forward.

Jen’s Podcast: Preliminary Finding

Jen contacted me to discuss a dream. She wants to make a podcast. I asked her, “Who are you making this for?” She paused and pondered. I then asked, “Are you making this podcast for yourself?” She paused and pondered some more. I then asked, “What problem are you solving?”  These questions led to a great discussion about the world she observes around her. She sees people who are isolated and disconnected; they struggle with comparison and loneliness. She wants to offer hope through the stories of overcomers whose unique experiences offer applicable, tested techniques that changed the storytellers' lives.  She believes others would benefit from hearing these stories. “These stories are valuable and deserve to be heard and highlighted; listeners will be encouraged and find proof that life can change for the better.”

After a few hours of refining her ideas, I summarized the problem, pain points, and goals using the 5 W’s guideline: who, what, why, when, and how. Jen was excited and wanted to discuss potential guests, interview questions and format, and podcast names. I advised her to slow her roll and focus first on the foundation. The creation of this project will be like a marathon.  Anyone can register for the marathon. However, significant preparation is required to compete in and finish the race.  Before spending valuable time, effort, and money, Jen’s idea needs time to marinate, morph, and percolate. It requires time to cook; no one enjoys uncooked pasta.  My last and most crucial question was,  “Does anyone want this podcast?”  User research was necessary to validate the problem before sprinting ahead.

Report Contents

Brand Identity Part I: Purpose

Users/Listeners: Initial Survey Data

Further Research:  User Interviews, Persona, and 360 Feedback Survey

Brand Identity

Before we conducted a user study, I recommended Jen establish a preliminary podcast brand identity, specifically a purpose statement.  By doing so, we would clarify the problem she seeks to solve. I introduced her to a method I learned from Arielle Jackson (Google, Square, Marketer in Residences at First Round Capital), a guest on Lenny’s Podcast. Lenny Rachitsky (former AirBNB executive leading product) interviewed Arielle regarding her expertise in branding, positioning, and naming companies. I implemented Arielle’s branding tools here to help Jen define her purpose and understand her motives and dreams for her podcast. On Lenny’s podcast, Arielle explains branding is not confined to the visual presentation: colors, fonts or logo. It is who or what peope think you are. She introduces clients to her 3 P’s: purpose, positiion and personality.

“So your brand is who people think you are and developing a brand strategy is what do you want to be? What do you want people to think you are? And what are you going to do to help shape that perception? So when I work on a company, there are a lot of steps to this, but I kind of have this nice little process that's right-sized for early-stage startups. 

And I like to start with, why do you do what you do? Just having a really clear understanding of that. That's your purpose. The second part is your product positioning. So meaning how do you want people to understand your product and what role it plays in their lives? And then the last part is your personality, which is how do you show up in the world? What do you like? If your brand was a person, would I want to hang out with them? Would someone else want to hang out with them?”

Jen’s Purpose

“Before you spend a dime on paid marketing, complete this exercise to articulate your purpose clearly. You have to articulate it in clear and unmistakable terms. Your purpose is how you want to change the world for the better,” Jackson states in this First Round Review article.  Arielle introduced the process she uses with First Round Capital founders.  While defining brand identity, she starts with purpose:  Why do you do what you do? She uses an exercise from the Ad Agency Ogilvy & Mather. It is called the Big Ideal.

Arielle explains, “This is how the Venn diagram works. In one circle, you have cultural tension, which is what is happening in the world that’s relevant to you. In the other circle is your brand’s best self, what your company delivers at its prime. The intersection of these two areas is what Ogilvy calls ‘The big ideaL’ — or your purpose.”

With the data I gathered from my meeting with Jen, I completed the Big IdeaL exercise. Taking the cultural tensions and Jen’s Podcast’s best self, I composed a purpose statement. I reminded Jen that this was the first iteration of a purpose statement requiring refinement and revision. I advised her to scrutinize the Venn diagrams and contemplate whether they reflected her ideas and vision. Scheduling focused time for analysis and contemplation is critical for this idea to become a reality.

User Study: Does anyone want this? Who are you making this for?

Jen needs to identify the podcast’s target listeners and get to know them deeply. What pain point drives them to choose a podcast? What subjects do they enjoy?  Whose ideas do they trust and seek? When and how often do they listen?  Jen needs to discover if others experience the same problem and unmet needs. An initial, general user study will reveal insight into these questions. Participants will introduce new questions and combat confirmation biases.  Jen must refrain from making decisions based on her ideas of what people need. She may share many characteristics with the listener. However, she is not the podcast listener. Her perspective can skew her perception of what others need because of her biases. This Psychology Today Article defines confirmation bias as follows:

Confirmation bias occurs from the direct influence of desire on beliefs. When people would like a certain idea or concept to be true, they believe it to be true. They are motivated by wishful thinking. This error leads the individual to stop gathering information when the evidence gathered so far confirms the views or prejudices one would like to be true.  Once we have formed a view, we embrace information confirming that view while ignoring or rejecting information that casts doubt. Confirmation bias suggests that we don’t perceive circumstances objectively. We pick out those bits of data that make us feel good because they confirm our prejudices. Thus, we may become prisoners of our assumptions.” Shahram Heshmat, Ph.D.

It is natural to believe our ideas are the best. Our ideas can be great, but if they result in building a product for one (yourself), it will not prosper. User studies reveal whether an interested audience exists. The podcast could be extraordinary, but it will not financially support itself if no one listens. The requirements to create the podcast are costly financially, physically, and emotionally: studio time, planning, recruiting and scheduling, recordings, marketing, and so on.

A product or service is close to the founder's heart, so they may have a skewed perspective.  I liken it to love goggles. Imagine the euphoria of a new romance; one feels twitterpated, excited, and obsessed. One can focus on little else besides the love before him or her. Love goggles impair vision, resulting in missed red flags and poor decision-making. Reality bites! When others with clear vision voice concerns, defensiveness is almost unavoidable. It's crucial to maintain objectivity in evaluating the viability of a new venture to avoid these pitfalls and ensure success. You can be in love with the problem you plan to solve and still see it clearly. You can commit to a morphing problem. Iterations reflect growth.

An anonymous survey was conducted to gather insight into podcast listeners' motives and behaviors. I invited my social media network to participate in the study via two Instagram and Facebook stories. Each story generated 200 views between the two social media accounts. Fifteen individuals completed the study. After gathering, aggregating, and analyzing the data, a picture of a podcast listener emerged. Below, you will find visual depictions of the data and my analysis.

What is competing for consumers' attention?

To become a listener of Jen’s podcast, the consumer must give up an existing activity to make time for something new.  It could be free time, another podcast, an audiobook, music while exercising, social media, or spending time with loved ones.  Jen’s podcast does not solely compete with other podcasts.  It competes with all activities of a user’s waking hours. The survey revealed that audiobooks, social media, and documentaries are often competitors for consumers’ attention. It appears listeners value entertainment, learning, and connection.

Motives of Podcast Listeners

To confirm the inference above that consumers seek entertainment, learning, and connection, let's examine the motives reported by survey participants. Most frequently, study participants reported seeking podcasts for learning and personal growth, staying informed, entertainment and escapism, stress relief and relaxation, and mental stimulation. Podcast listeners find this media type a reliable source to meet their needs. These selections reinforce the listeners' desire to be entertained, informed, and improve themselves.

What subject matter do consumers seek?

The most frequently selected podcast genres were health and wellness, self-improvement, true crime, psychology, and religion. Yet again, participants demonstrate they desire both self-improvement and entertainment. They seek deep subject matter to understand their place in the world. Due to the contemplation required for self-reflection, it makes sense that people seek to escape for a time via entertainment.

What matters most? Subject, Host, or Guests?

Survey participants reported that a podcast’s subject matter was more important than the host or guest. I hypothesized that the host would be integral to consumption choices. Participants shared the titles of 99 podcasts they frequently consume. There was minimal overlap; however, participants highlighted the following podcasts more than once: the Mel Robbins Show, Ed Mylett Show, Dateline, and Shawn Ryan Show.

The Mel Robbins Show is a motivational and self-help podcast that provides practical advice, stories, and science-backed strategies to help listeners improve their lives. Mel is approachable, empathetic, humorous, and direct, and offers actionable tips. This podcast does have an overlapping mission that Jen’s Podcast would address: overcoming challenges with practical, actionable applications.

The Ed Mylett Show is a personal development and motivational podcast. He is an entrepreneur, speaker, and coach who interviews high-achieving individuals from different arenas of life: business, athletes, writers, and leaders. This podcast also shares an overlapping mission with Jen’s podcast: practical, inspiring strategies listeners can use to achieve growth and personal growth.

Dateline is an auto adaptation of a popular TV series featuring true crime stories, investigative journalism, and compelling mysteries. It is perfect for fans of true crime and investigative storytelling. 

The Shawn Ryan Show focuses on long-form interviews with military veterans, intelligence professionals, and first responders who have served in high-stakes or unconventional roles. This podcast seeks to share stories of resilience through candid, unfiltered conversations. This podcast’s mission also overlaps with Jen’s podcast: to amplify stories of resilience.

Although the data reflects that listeners care most about a podcast's subject matter, the host plays a significant role in building trust and a following. The hosts of the podcasts mentioned above are established in their fields and respected by their peers. A podcast is another tool to evangelize their projects, businesses, and reach. An established reputation is a huge leg up in the podcasting world.

When do people listen to podcasts?

The most frequently selected listening times were while doing chores or household tasks, during commutes, and as part of one’s morning routine.  Listeners revealed they consume podcasts while doing another activity.  Our participants may consume podcasts to pass the time while completing necessary activities they find unstimulating. The distraction of a podcast subconsciously shortens a long commute, house chores, or errands. Podcast consumption is a “get to” activity in a “have to” situation. 

What demographic information did survey participants reveal?

Of the 15 respondents, 14 were female. The most frequently reported age was between 35 and 54. We could assume that this reflects the target customer; however, it is crucial to consider who makes up the survey pool. I fall into both demographic categories; my network mimics my demographics which may present biased, incomplete data. Further user research is required to confirm these findings.

A Data Depiction of a Podcast Listener

The survey data reveals the listener is a middle-aged female who seeks personal growth and escapism.  She is a learner who wants to improve herself and be in the know, but she appreciates a good story that takes her mind off real life for a short time. A good story provides stress relief and relaxation. She seeks personal growth to be a better version of herself. She believes there are practical, inspiring strategies and actionable applications that she can learn to overcome challenges. To identify Jen’s podcast listeners, seek this user depiction for the next user study. You will keep iterating until you find the user has the same problem you are trying to solve. You may discover you are on to something or that there is no market for the podcast.

Portrait of a Listener

I am a loyal listener of The Armchair Expert podcast hosted by Dax Shepard. The podcast focuses on the human experience. I believe Jen’s podcast falls into this category, plus the faith component. According to Chat GPT, I asked who makes up Dax’s audience. “The Armchair Expert podcast, hosted by Dax Shepard, attracts a broad audience, but several vital traits characterize its typical listener:

  1. Interested in Celebrity Conversations and Pop Culture: Many episodes feature interviews with well-known celebrities, actors, and creators, which appeal to listeners who enjoy insights into the entertainment industry and celebrities' personal lives.

  2. Curious About Psychology and Human Behavior: Dax Shepard, with his background in psychology, often explores deep and personal topics related to mental health, relationships, addiction, and self-improvement. Listeners interested in these subjects or those who enjoy exploring the human psyche are drawn to the podcast.

  3. Fans of Humor and Authenticity: The show is known for its casual, candid, and often humorous tone. Dax Shepard's easygoing, irreverent style makes it appealing to listeners who appreciate a more laid-back, non-judgmental approach to discussions, usually mixed with self-deprecating humor.

  4. Loyal Fans of Dax Shepard: Given that Dax Shepard is a well-known actor (e.g., Parenthood, The Ranch), many listeners are fans of his work and enjoy hearing him interview other celebrities or engage in thought-provoking conversations with his co-host, Monica Padman.

  5. Younger to Middle-Aged Adults: The typical listener demographic skews towards adults between 25 and 45, especially those who enjoy podcasts that balance entertainment with meaningful discussions. However, the podcast’s universal appeal means listeners of various ages, backgrounds, and interests tune in.

  6. People Interested in Personal Growth: Dax often discusses personal growth, self-awareness, addiction recovery, and resilience, which resonates with listeners interested in improving themselves or who relate to the struggles and triumphs of others.”

I have been a fan of Dax since he started in the Parenthood series. I heard that he had a podcast and checked it out. I loved it immediately! Dax’s podcast made me a podcast convert. Dax’s vulnerability, humor, and willingness to examine ideas contradicting his own keep me coming back. He is a fantastic storyteller and interviewer, and I always learn something new from the show. You are looking for this reaction in users when they interact with your product: enthusiastic, committed, and recurring. There is power in their “free” word-of-mouth marketing to build a following. If you don’t find these users, the problem you seek to solve may not be shared by others.

Next Research Steps

Should Jen continue her research in developing her podcast, she should complete the following projects: user interviews, creating a bullseye persona, and an additional survey focused on her reputation.

Ideally, five to eight user interviews will provide enough data to understand user needs and behaviors, identify trends, and uncover broad insight without overwhelming analysis. Patterns will emerge with this number of interviews with diminishing returns after six to eight participants. Interviews with the original survey participants would garner excellent insight; however, the survey was anonymous.   They may still be pondering their podcast listening habits. To ensure the absence of confirmation bias, avoid leading questions. The goal is to discover if others experience the problem you have identified. I have found this episode of Lenny’s Podcast helpful in planning and conducting user interviews.

The second recommendation is to create a persona using the interviewee’s “I statements.” A persona is a fictional but research-based representation of a typical user or segment of users. The persona helps design teams understand and empathize with the end-user’s needs, behaviors, goals, and pain points. The persona has a name, age, occupation, and other demographic information. The persona guides the podcast’s future dreaming, planning, pondering, and consideration in service to the end user. Like everything else in this process, this persona will evolve or multiply. When you have nailed the problem, create a bullseye listener, the initial followers who will promote the cause.

My last recommendation is another survey gathering 360 feedback on Jen herself.  Although the data reflected that consumers choose subject matter over hosts, the host's reputation influences the rise or fall of a podcast. Mel Robbins, Ed Mylett, and Shawn Ryan were all established in their fields of expertise before launching a podcast. Although receiving 360 feedback can be challenging, it reveals others’ perceptions of Jen and confronts a delicate question: “Do listeners seek Jen’s opinions? Do listeners trust Jen as a host?” 

Conclusion

Ideas and problem-solving are exciting! I spot problems daily and design solutions in my mind’s eye. Founders feel this excitement. The potential success, fame, and fortune is intoxicating. Founders must be passionate and objective. A product or service is close to the founder's heart, so they may have a skewed perspective.  I liken it to love goggles. Imagine the euphoria of a new romance; one feels twitterpated, excited, and obsessed. One can focus on little else but the love before him or her. Love goggles impair vision, resulting in missed red flags and poor decision-making. Reality bites! Founders must have people in their corner whose insight they trust. These people have a clear vision, and when they voice concerns, Founders must avoid defensiveness and consider the insight. It's crucial to maintain objectivity in evaluating the viability of a new venture to avoid these pitfalls. Jen should build a village of trusted voices who aren’t afraid to voice hard truth. They will help her stay in love with the problem sans love goggles.

Jen and I have spoken several times since our initial meeting.  We are learning that her problem is not fully identified; it evolves as Jen explores her motives and ideas. My go-to business mantra was coined by Uri Levin, multi-unicorn founder: “Fall in love with the problem, not the solution.” Staying married to a solution instead of the problem kills a project. He shares that founders must possess love, passion, and commitment to the problem to endure the bumpy, difficult road ahead. The journey requires thick skin and keeping the end user first. Jen is contemplating whether she is deeply in love with the problem as it morphs.

The purpose statement must morph as the problem evolves.  She must repeat the purpose statement exercise each time the problem is revised.  The purpose we started with is “For Jen’s Podcast, the world would be a better place if hurting people felt less alone though hearing the imperfect backstory of others.” This purpose statement is connected to problem statement #1. Below, you will find the evolution of the problem.

I pushed her hard to own the problem she presented to me.  While she talked it out, I challenged her to use “I statements” when describing the problem. Ownership of our feelings and ideas is complex, especially when the subject is personal.  If she seeks to present a solution to a problem she has not experienced, the listeners will not trust her.  A savior who has not suffered is nothing but a white knight.  A host must be confident yet vulnerable.  If the host seeks to be a hero, a champion, and a victor who rescues those people with a problem, the audience will sense the self-serving motive in seconds.  Far better is the host who shares the problem with others and seeks to offer a solution from personal experience.

Jen fought through it and presented a different yet more transparent problem (Problem Statement #2 above). As a Christian, Jen finds living out her faith in our current culture challenging. We live at warp speed in loud environments that project images of perfection and harsh judgment. She admitted she edits her message based on the audience to preserve the relationships she cherishes. She craves connection while fearing rejection. She wants to share how faith has shifted the way she navigates life. She does not know how to tell this story and believes others feel the same. This is excellent introspection! She admires others who share their faith journey regardless of the audience. She and others can learn from these examples. I told her that her transparency about her story and testimony was essential for this podcast to have a chance at success.  Her vulnerability was the key to success. Inauthenticity or withholding is very obvious to others.  There is no hiding in this venture.

Jen’s journey is headed in the right direction. Like a traffic signal with green, yellow, and red lights, Jen is at the yellow light. She should proceed with caution by deeper reflection on the problem and user research to validate the problem. If the research reflects that there is traction and desire for her problem and solution, she can proceed to build a business model. This will require time. Uri Levine’s book revealed that some of his startups took years to launch. The problem and appropriate solutions changed through many iterations until the ultimate problem was found. Great start Jen!

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