To find out exactly how consumers feel about brand content in the podcast environment, we knew it wasn’t enough to simply send out a questionnaire to the general population. The study instead consisted of interviews with experts in the industry, followed by a representative 6,000-person survey of current listeners and other tasks to obtain data surrounding individuals’ deeper, subconscious perceptions. This study design is illustrative of how we must approach projects to obtain insights that go beyond surface vanity metrics.