Why polarized reactions to new ideas are more reliable predictors of success.

1. Turner Duckworth
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Beware the false positive
14 March 2014
Emelia Rallapalli

2. 2

3. 3
Ugly.
Weird.
Can I see the finished version?
Permanent exhibition
at MOMA

4. A polarized strong response is often a more reliable predictor
of success than uniform mild liking.
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5. Imagine a typical research scenario
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Everyone says they liked
this one in the group.
Ad concept A
(Vignette of people enjoying their brand in
everyday scenes set to a great soundtrack)
Ad concept B
(Tongue-in-cheek depiction of the lengths
someone will go to to enjoy their brand)
A few people loved this one.
Others strongly disagree.
a.k.a. “polarizing”

6. Positive responses are not always what they seem
1. People are polite
2. They default to the familiar
3. And look for similarity, not difference
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Researchers have recognized that negative isn’t always bad...but they
are less good at realizing that positive isn’t always good.

7. “I wanted The Office to be one million
people’s favorite show. Not ten million
people’s tenth favorite show.”
- Ricky Gervais

8. 8
Weird simpleton
What’s wrong with him?
Is he gay?
He’s ruining the movie
> $3 billion at box office

9. When it comes to researching a truly new design idea
1. Make sure it’s clear, has a distinct POV, and is based
on an insight.
2. Ensure it’s true to the brand.
3. Rethink what “polarizing” means....It takes time for
people to take new things to heart.
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10. Inspiration and information from
Admap
The Design of Business, Roger Martin
Malcolm Gladwell
Vanity Fair
Vulture.com
Edward Cotton
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