Time Warner CEO doesn't trust customer feedback ahead of launching a new product: 'I wouldn't rely on any of them'

pulse

May 9, 2017 10:27 PM

Sometimes it doesn’t pay to market research your upcoming products to death, according to Time Warner CEO Jeff Bewkes.

Jeff Bewkes

Bewkes has overseen the development of a few new Netflix-style streaming services recently, such as cartoon-focused Boomerang and art-house film service FilmStruck. (Time Warner is also the parent company of HBO, Turner, and Warner Bros.)

But one thing he doesn’t do is a ton of market testing. “We don’t really do it that way,” Bewkes said. They do a bit to refine the service, but it’s not a huge focus. The problem is that you can ask someone whether they’d like a thing they’ve never seen before, and you’ll get all kinds of answers, Bewkes said.

“I wouldn't rely on any of them,” he continued. “I never did.” And Bewkes has a pretty amazing track record.

As to whether we are heading toward a ceiling in the amount of premium video people want to watch, Bewkes doesn't think so, he said.

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