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
