Day 258 - 07 Jun 96 - Page 08

     
     1
     2   MR. MORRIS:  There is a key which apparently says that the
     3        circles are high and the boxes are low.  But I do not know
     4        why they picked out only certain things.
     5
     6   MR. JUSTICE BELL:  Very well.
     7
     8   MR. MORRIS:  I do not know where that takes it?
     9        A.  This is their only interpretation of the results in
    10        presenting it back to us.  I cannot actually remember the
    11        system or how they used it.
    12
    13   Q.   Right.  So, I think we have dealt with negative.  We can
    14        finish with that document then.  Thank you very much.
    15
    16   MS. STEEL:   Just to be a little bit awkward, I want to go back
    17        to the 'brand audit research', the qualitative one, April
    18        '92.  It is tab 6.
    19        A.  OK.
    20
    Q.   This was UK research was it not?
    22        A.  That is right, yes.
    23
    24   Q.   If you just look at pages 1 and 2, I will point particular
    25        bits out.  On page 1 it talks about, under the 'reasons for
    26        using', 'there are American differences between heavy
    27        users, medium users, light and lapsed users'.  Then, on the
    28        second page, on page 2, the second paragraph, 'those for
    29        whom McDonald's is a thing of the past, not as good as it
    30        was, as well as being lapsed users, of course, tend to be
    31        male and also, to some extent, young singles'.  The lapsed
    32        category, that is people who basically do not go to
    33        McDonald's any more?
    34        A.  Who are using McDonald's less.  Well, no, they could be
    35        either using McDonald's less or, in fact, stopped using
    36        McDonald's.
    37
    38   Q.   Right.  But when you say 'using them less', supposing it
    39        was someone who went three times a week and they were
    40        cutting down to three times a month would they count as a
         lapsed user?
    42        A.  They would count as a lapsed user, but probably be
    43        covered by this categories within the summary of the
    44        research.
    45
    46   Q.   They would come under 'medium' would not they?
    47        A.  I am not sure that kind of rigour of classification
    48        would take place at the qualitative stage because the
    49        research company is really reporting back on a kind of
    50        summary of what people have said.  You know, I think the 
    51        kind of direction of what they are saying is that people 
    52        who appear to be using McDonald's less, or have stopped 
    53        using McDonald's, tend to have a certain set of attitudes
    54        or ideas.
    55
    56   Q.   But in, say, for example the chart, say, for example, on
    57        page 12, the 'persuading someone to go to McDonald's for
    58        the first time', the categories that are there, 'heavy'
    59        would be people going once or more a week?
    60        A.  Can you--