Market studies, statistics, have had an up and down history. They have gone from boom to bust and back again, with companies first embracing it, then pooh-poohing it. But the reality is that most large corporations continue to rely on it.

We ask the market questions like:

- what do you like?
- which is better?
- which is tastier?
- what is the best feature?

But after watching this season of American Idol, the chill that was creeping up my spine has become a full blown blizzard. First, the survival of Kristy against so many of her betters for so long (but she was really smart…) and then now, the survival of Jason Castro.

I mean, that was the worse rendition of Memory I have ever heard. Yes, that includes sleazy bars, cheap cabarets and of course, cruise ships. Yet, I am guessing that they voted for his dreadlocks.

So, marketers, beware. The next time you wave your “indisputable” market study based on a cross section of “relevant” targets, keep in mind, that these are the same people telling you how great your product is, who voted for dreadlocks in a singing competition.

Another thing about statistics. If you read this article in eNews - American Idol: Carly Smithson Voted Off, you will see right at the bottom an interesting statistics that:

Nielsen data through last week showed that “Idol” on its regular nights of Tuesday and Wednesday was averaging 28.9 million viewers - down 8 percent from 31.3 million one year ago at this point…

If you think about the 28 million votes that Ryan claimed they received, it means that on average, everyone who watched the show voted. Yeah, right.