Day 257 - 06 Jun 96 - Page 58


     
     1        A.  It is -- it may not derive directly from them at all.
     2        This is a written summary of a piece of qualitative
     3        research which is a visual interpretation -- well, it is a
     4        literal interpretation of the groups that were conducted by
     5        the research company.  So this is not quantified research
     6        at all.
     7
     8        The first stage of brand audit in 1992 is qualitative
     9        research.  Qualitative research takes the forms of a series
    10        of focus groups.  There are probably about eight people in
    11        each group -- I think it was 12 times eight people -- and
    12        across the eight, sorry, across the 12 groups we would
    13        normally recruit a representative sample of McDonald's
    14        users.
    15
    16        These processes tend to be two-stage because what we do is
    17        we allow the customer to set the agenda.  So, we ask our
    18        customers, "What are the issues for you about McDonald's"
    19        in stage one, which this is.  Then, in the second stage, we
    20        go on to use those issues to set the questionnaire and
    21        quantify them.
    22
    23        So, the first stage is an interpretation by the research
    24        company of the focus groups they witnessed.  It is in no
    25        way fully quantified.  It is their interpretation of how
    26        people see McDonald's in 1992.
    27
    28   Q.   I know this is probably wide knowledge -- but I do not know
    29        it, actually -- but on page 3 under "User Image" and
    30        "Actual Usage" it says, "Heavy users of McDonald's are
    31        more likely C1, C2 males under 25 and without children or
    32        with older children".  What does that C1 and C2 translate
    33        as?
    34        A.  It is blue collar skilled, blue collar unskilled.
    35
    36   Q.   In that order?
    37        A.  Yes, and that line, that summary would not be a
    38        surprise to us.
    39
    40   Q.   Right.  In section 4, the "Occasion Imagery", if you go
    41        over the page and the second paragraph on the next page is
    42        that, "McDonald's is more likely to be chosen than its
    43        competitors in response to kids pestering, from a desire to
    44        treat the kids or when one does not want to spend too
    45        much."
    46
    47        Again, under "medium and light users", in the same section,
    48        the second to last paragraph of that section it is "Medium
    49        and light users were more likely than heavy or lapsed users
    50        to see McDonald's as a response to kids pestering", and, 
    51        for light users, occasions when they did not want to spend 
    52        much were also chosen.  What is your aim in noting this? 
    53        A.  We did not note this.  The research company noted
    54        this.  We commissioned this, and we continue to commission
    55        this research every two years as a kind of opportunity for
    56        us to reset our agenda with the customer.  It is an
    57        opportunity for us to listen to the customer and get their
    58        views on McDonald's, how they use McDonald's, what they
    59        think about McDonald's, what is good and what is bad about
    60        McDonald's.  So, in 1992 this document would have reset our

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