Day 126 - 17 May 95 - Page 15


     
     1
     2   THE WITNESS:  Yes.  AF6 and 7 are the quantified results of a
     3        separate piece of research that we conduct on an every two
     4        years basis.  We have conducted it in 91, 92, 93, 94, and
     5        it is a study we called Brand Audit.  It is an opportunity
     6        for us to understand what our customers think about
     7        McDonald's, and then quantify those responses so that we
     8        can find out who within our customer base holds what
     9        particular opinion and in what weight.
    10
    11        The documents you have in your hand are, in fact, the
    12        quantified part of that study detailing what particular
    13        sections of our consumer base have what particular opinion
    14        about McDonald's.
    15
    16   MR. JUSTICE BELL:  So I need the "Who Eats What?" survey as
    17        well, do I, Mr. Rampton?
    18
    19   MR. RAMPTON:  Your Lordship should have that already.
    20
    21   MR. JUSTICE BELL:  That is one of the earlier ones.
    22
    23   MR. RAMPTON:  Yes, it is one of the existing ones.  My Lord, it
    24        is AF4, it should be.  It has a great big rather sort of
    25        romantic MWR at the bottom of it.
    26
    27   MR. JUSTICE BELL:  Yes, that is right.  Thank you very much. The
    28        last piece of paper I have is this then.
    29
    30   MR. RAMPTON:  My Lord, that is a separate sheet altogether,
    31        although I am probably -- is it that one, my Lord?
    32
    33   MR. JUSTICE BELL:  Yes.
    34
    35   MR. RAMPTON (To the witness):  Can you see from here well enough
    36        to be able to tell us what that is?
    37        A.  Yes.  My understanding is that following again requests
    38        following my previous appearance, that is the attributes
    39        that we were able to find in our files from the 1991
    40        Fast-Track project, which mirrors the Harris research
    41        Fast-Track projects that we have received.  We were also
    42        looking for the 1988 example of that but, unfortunately,
    43        due to our losing files, we did not have the 1988 version.
    44        That was the remainder of the 1991 findings we still had in
    45        our files relating to the Harris Fast-Track, previously
    46        referred to on my original appearance.
    47
    48   Q.   I have written something down on my sheet, Mr. Fairgrieve,
    49        which I believe I had from you.  Would you tell me whether
    50        it is right?  You do not have the data underlying this 
    51        sheet any longer because it was shredded by your secretary 
    52        who has left the Company? 
    53        A.  Yes.
    54
    55   Q.   These figures, by good fortune, were preserved because they
    56        were in a presentation done by you 18 months ago?
    57        A.  That is correct.
    58
    59   Q.   Is that correct?
    60        A.  That is correct, yes.

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