Don't Believe The Research

Stop The Presses: Bayer Finds People Prefer Good News To Bad News
Bayer Health Care's Consumer Care Division, which has been negotiating with consumer magazines to place its controversial Aleve pain reliever brand in "good news" branded editorial content, Tuesday released findings of a study it funded showing that the majority of consumers would rather hear good news than bad news. The survey, conducted by The Segmentation Company, a division of Yankelovich, polled 1,004 people, with 94 percent saying they want to hear more good news, and 77 percent believing the media does not give enough coverage to good news.

But, wait: .. I've been there, done that. ..Even used the catch phrase " where the good news always comes first" to start every newscast. And, after several years of doing it, our client's research discovered that listeners liked the idea of good news, but would change the station the instant the 'good news' started, to find out what 'the real news' was.

I can tell you more about this situation in the event that the above self-serving news release tempts you to dump the 'bad news' and report only Happy News. .. I fear you may need the Bayer Aleve for the headache you'll get when the ratings come out..

Listeners do usually seem to know what they think and will gladly tell you in research. But, do they know what they will DO?

Study their behavior, as well as their perceptions and values. That's what the research professionals are in business to help make sure you also do.