Trust the Experts

I’ve had work go into testing before. Sitting behind mirrored glass, watching the average consumer pick apart your ad while reaching for another handful of peanut M&M's is just part of the business.

But this is the first time I’ve had storyboards handed over to an evaluation company who was going to use their own methods to determine whether or not they were good commercials. (Bascially, a psychologist looks at the script and determines what is good and what is bad.) The client explained to us that they were “the experts.”

Experts? On what? On deciding whether an ad is good or not?

Aren’t we all experts on that?