Why Your Design Should Stink Like Seinfeld

No one would disagree that Seinfeld was one of the most loved TV shows of all time. Who could forget George, Jerry, Elaine, and especially Kramer? The truth is, Seinfeld should have never aired.

As I was reading a book lately, (How We Decide, John Lehrer) the author mentioned the TV Focus Group process. In the late 1930's Feedback Dials were invented by CBS as a "program analyzer." A modern day feedback dial is very simple, you rotate the dial clockwise or counter clockwise to reflect your favorable or unfavorable feelings as you watch the show. Researchers soon realized that the data collected by the dials alone was not substantial, the dials would record feedback with no real explanation as to why people responded a certain way.

Seinfeld is one of many favorable examples of the flawed process. After testing the show with a focus group it was one of the worst ranked shows of all time. In 1989 Seinfeld aired only as a mid-season replacement but it went on to be a raging success. On the flip-side after Friends became a success, other networks rushed to put their own versions through. The imitator shows scored very well, but didn't make it past the first season. Researchers discovered people were ranking shows by familiarity. Researchers had to learn how to ask the data the right questions.

As a marketer, or designer we need to remember that people tend to rank by familiarity not necessarily effectiveness. Is your marketing department's innovative work hitting a road block when it comes time for approval? This might not mean that it is a bad proposal or idea, it just may stink like Seinfeld.