We Don’t Need to Fear Indifference
Don’t Run From “Meh”
As any focus group moderator or researcher can tell you, things don’t always go to plan. We go there now…
Your team has spent weeks working on a new ad campaign, product idea, or brand refresh, and when the time comes to finally show it off to consumers, you’re met with shoulder shrugs, lukewarm smiles, and polite phrases like “It’s fine” or “I guess it could work.” No one’s angry. But no one’s thrilled either.
For marketers, this moment can feel like failure. For others, it’s worse than failure — because at least if they hated it we would know what to do! Teams are always under pressure to deliver something that gets people excited. They want to come back with high purchase intent scores, strong message resonance, and a clear brand fit. So when feedback is neutral, leaders often don’t know what to do next. And too often, they try to force the data into moving the needle one way or another.
Some try to push for positivity: “But you’d buy it, right?” “Isn’t this better than what you’re using today?”
Others lean the opposite direction: “It’s okay if you hate it, we want honesty!”
Both are attempts to escape the discomfort of the gray area, but in doing so they introduce bias, risk, and insincerity in to the research. Why? Because let’s be honest: neutrality doesn’t fit neatly into PowerPoint slides or decision-making frameworks.
But here’s the truth: to consumers, most things are “meh.” And that’s not necessarily a bad thing.
I’ve worked with marketers and innovators across industries from startups to Fortune 100s, and I’ve seen underdog projects surge in the marketplace, and I’ve seen top scoring material completely flop. Here’s one thing I’ve learned: neutral reactions are a signpost, not a dead end. They tell us the idea may be rational, but not yet emotional. Believable, but not exciting. Understandable, but not differentiated. These are valuable signals.
“Meh” is often the midpoint on the path to something great. It means the idea is in the ballpark: it’s not broken, it just needs sharpening. And more importantly, a neutral reaction forces us to ask tougher questions:
Is the problem we’re solving big enough to actually be worth addressing?
Are the benefits real, or do they just seem familiar?
Have we given people a reason to care about this right now?
Instead of fearing ambivalence, we should mine it. Lean into the indifference, because somewhere inside that shrug is the clue to what’s missing — and how to fix it.
So what should you do if your research results feel “meh”?
Refocus on the problem.
Ask: is this a top-of-mind issue for customers? If not, you may be solving something they’ve already accepted or ignored.Dig deeper into the “why.”
Don’t just note the lack of excitement; probe into what’s missing. Is it emotional connection, clarity, or urgency?Test stronger contrasts.
Sometimes a concept gets a “meh” because it’s too safe. Try sharper positioning, bolder visuals, or a more opinionated voice.Segment the indifference.
Not all “meh” reactions are the same. Break down who feels neutral and why. You might uncover hidden opportunities in the nuance.Use “meh” as a design brief.
Treat the indifference as a creative challenge: what would it take to turn this from forgettable to compelling?
At Zero Point Strategy, we believe the job of research isn’t just to find answers, it’s to sharpen the questions. So the next time your findings don’t scream “win” or “fail,” take a breath. “Meh” doesn’t mean stop. It just means dig deeper.
