maxter
With respect and as a designer of learning interventions, you are wrong in your assertions. Market research may be able to identify reaction to the briefing (did people like it), it does not measure the retention of the message and whether the recipient of the message will be able to act upon it.
e.g. why is it necessary to demonstrate a simple lap belt operation? There is behavioural research behind that particular demonstration, not market research.
When designing for the younger generation, it is a general rule that they like shorter, sharper, etc - not rambling 6 minute attempts at winning a Palme D'Or.