Mythbuster: The failure to realise that positive is not always good

This article argues that in pre-testing ad research a strong polarised response is more promising than mild uniform liking.

Mythbuster: The failure to realise that positive is not always good

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the failure to realise that positive is not always good

We came across something unusual the other day – two words not often heard together. But two words that remind us of a common myth. The scene was a research debrief. Two alternative ad ideas had been explored in qualitative research. It was a tricky bit of research to interpret. This was a...

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