Are research results more important or time spent with a brand?

Burger King travels over 20,000 miles to find people who have never heard of the WHOPPER and perform the world's purest taste test.

This is another example of using content to occupy the consumer's share of mind.

As this ethically needs to be an unbiased research - the results needs to be displayed as they come. What would happen if BK found that these people liked Big Macs more than the Whopper?
Does it really matter what the result is? Does what matter more is the fact that BK were able to use interesting content to attract consumers to spend time with brand? I think so....