Palmer and his team's approach to researching the show's effectiveness was innovative; it was the first time formative research was conducted in this way.[78] For example, Palmer developed "the distractor",[77] which he used to test if the material shown on Sesame Street captured young viewers' attention. Two children at a time were brought into the laboratory; they were shown an episode on a television monitor and a slide show next to it. The slides would change every seven seconds, and researchers recorded when the children's attention was diverted away from the episode.[79][80] They were able to record almost every second of Sesame Street this way; if the episode captured the children's interest 80–90% of the time, the producers would air it, but if it only tested 50%, they would reshoot.