In October 1989, NBC executives received the test results for a new sitcom–and they were bleak. The show was simultaneously “ordinary” and “unbelievable,” “familiar” and “disorienting.” As a result, “no segment of the audience was eager to watch the show again.” Most networks passed on it, including NBC. Still, there were a handful of executives…

(SOURCE) https://www.adweek.com/convergent-tv/creative-decision-making-research-gut-feeling/