Day 257 - 06 Jun 96 - Page 67


     
     1        you to tell me which of the following matters act against
     2        McDonald's in your mind" or some question of that kind, and
     3        high in calories is one of those.  Is that the way it
     4        works, or not, or are they just said, "Do you consider it
     5        high in calories"?
     6        A.  No, it is prompted.
     7
     8   Q.   It is prompted as an unfavourable reaction is it?
     9        A.  Yes.
    10
    11   Q.   Because sometimes one does want food high in calories,
    12        specifically, but it is put forward as a--
    13        A.  It will be put forward -- they will be put forward as
    14        quite simply a table of attributes that people had to agree
    15        or disagree with, the research.
    16
    17   Q.   They would not be prompted as to whether it was positive or
    18        negative?
    19        A.  No, but the research company have interpreted that,
    20        quite rightly in my opinion, expensive, greasy, high in
    21        calories, soggy, synthetic, uninteresting, are broadly
    22        negatives in the mind of the customer, whereas everything
    23        below the positive heading could logically be taken to be
    24        seen as a positive.
    25
    26   Q.   There we are.  If I was a C1C2 person just come off long
    27        morning shifts I might think high in calories is just what
    28        I wanted.
    29
    30   MR. MORRIS:  It depends.  If it is high in calories but that is
    31        from the fat content.
    32
    33   MR. JUSTICE BELL:  I do not know whether that would worry me
    34        very much.
    35
    36   MR. MORRIS:  It shows maybe how aware the population is.
    37
    38   MR. JUSTICE BELL:  This is why I ask, but it is the researcher
    39        who is putting under negative rather than the customer is
    40        it?
    41        A.  Yes.
    42
    43   MR. MORRIS:  It may be worth noting that 16 per cent think there
    44        is a synthetic quality to the food.  It is worth noting
    45        that because it is a word that appears in the
    46        London Greenpeace fact sheet...  I do not think I have got
    47        any more on that document.  Maybe that is a good place to
    48        finish.
    49
    50   MR. JUSTICE BELL:  Yes.  Do bear in mind what I said about 
    51        three-quarters of an hour ago because for all I know if you 
    52        put what your main thrust is meant to be to Mr. Fairgrieve 
    53        he will say yes.
    54
    55   MR. MORRIS:  I think we got through that document pretty quick.
    56
    57   MR. JUSTICE BELL:  I am not being critical so far as that
    58        document is concerned.  Apart from anything else, I do not
    59        want anyone to assume that where there is something like
    60        AF6 put in a bundle he will say, 'Oh, goody, I can't wait

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