How did Morgan Spurlock choose projects?

Morgan Spurlock chooses his projects based on the reactions and impacts they have during their early screenings. For example, the idea for 30 Days came about during the post-production phase of Super Size Me. After observing the strong, varied audience reactions during a test screening of Super Size Me, Spurlock was inspired by how the film engaged viewers and elicited visceral responses. This led him to ponder how to continue producing work that could provoke similar reactions on a more regular basis, thus leading to the conception of 30 Days. He values projects that inspire conversation and debate, indicating a desire to impact viewers deeply and provoke thought through his documentaries 1.