I understand there some people who seem to get good results with 70% zebras, so if it works for you, go ahead.
But, 70% is only accurate if everyone has the SAME shade of skin. Does everyone have the same skin tone? Absolutely not.
Is a 70% zebra going to give you the same reading on Obama as it does on McCain? No. Yet, if you set each guy down in the interview chair, with the exact same lighting, the correct exposure should be EXACTLY the same. All other things being equal, the exposure should not be influenced by the difference in skin tones.
The most accurate method of setting exposure is to use a chip chart, 18% gray card, or bright white card. Then the object you are shootiing has a known reflectance vaue. That is the key. Zebras are most useful if you know WHAT the reflectance value is of the subject you are shooting. Clearly any given face does not have a known reflectance value, therefore you can't say for sure if 70%, 68%, 73%, etc. is right for THAT face. That's why good still photographers and cinematographers generally rely on an incident light meter reading.
Here's another example. Suppose you are shooting a dark blue rubber ball sitting on a table top. By whatever method you want to use, you set the perfect exposure, and then you replace the ball with a bright yellow ball. Should you change your exposure. NO. And shooting faces is no different.
Unlike faces, "white" is farily conistent. I look for something bright white in the shot, set my zebra at 95%, and adjust the iris until the whites are just showing the zebra pattern. I know for sure that a bright white object, with a little zebra, means that my shot will be exposed correctly. And then I don't have to guess how "white" somebody's face is.
Doug
www.VortexMedia.com