One MS - Example File
I: Ladies, sorry to interrupt, I know you’re in full flow there. So can we just go round then and do some introductions? Just introduce the person that you just met - or people that you just met in your case - and introduce them to the group. Who’s this gentleman next to you?
R: I like the break; I’m not bothered with all the fuss, to be honest. I mean, the kids have grown up, they’re at uni. But it’s just great; it’s the only holiday of the year that pretty much the whole country shuts down; apart from some people like Purdie here, who works for the NHS.
R: Well, I'm a Christian. I go to Church; I go to St. John's Parish in [place], I've gone there for nearly 40 years. So I absorb the knowledge of what Christmas is all about, not just about the gifts. I enjoy cooking and the family all the same, so we all have the same thoughts. It's good.
R: This is Janet; she works at the uni at the moment and is close to retirement, and is wondering what that might be like. The team has already told her that her time will fill. She's got a daughter, who I think lives quite nearby.
R: So this is Helen; again, so between us we work the three largest employers in Leeds, or we did. Capital, the University and the NHS. This is Helen, she's working at the NHS at the moment, are you? I think we sort of overrun a little bit, I don't think I've got much more than that.
R: No, I work as a patient ambassador; so I'm helping with patients and public carers get more involved with service involvement, and I also work for NHS England as the patient and public voice for health literacy-
R: And shared decision-making, which is trying to get patients more involved, so that they share in their own decisions. Health literacy needs to be better, because most people don't understand health information that they're sent - the letters and the conversations they have - so we're trying to improve that communication.
R: I took early retirement from the council, so I've been retired just over a year. I don't know how I find time to go to work. I have a daughter that goes, 'Mom, why are you doing nothing? The gasman's coming, can you just do or that? ' And I have a son as well. I was just smiling to myself about Paxo, because I think my son should be here.
R: Well, because a meal isn't a meal without the stuffing for him, so this is the first year that... Obviously my daughter's in a relationship. She said, 'Would you be upset if we didn't come to you for Christmas dinner? ' and both [name] and I went 'No, it's fine. ' So they're all coming to me Boxing Day, and there were two sort of caveats. My daughter said, "We're still having pigs in blankets at this buffet, aren't we? " And me son said, "We're still having stuffing though, aren't we? "
I: We'll come back to that, Pauline. This is all going to be about Paxo. So what I want to just start off with is very briefly, just to get you in the right frame of mind, before we go through your Paxo collage things that you've done, I've got a load of brand logos here, and I want you to... What I'm trying to get out of this session is, like I said at the very beginning; when you think of Paxo, you'll think stuffing. That's an immediate kind of association that we would all have; but I'm trying to get a handle about the brand itself, rather than the product. So when you think of Nike they sell trainers, but they really stand for performance and strength and achievement. Or BMW; they make cars, but they're about superior performance or the ultimate driving machine. So just to use those two examples, I've got a couple of logos here for different brands, and I just want you to think about what associations you have to those brands. I don't mind which ones you want to talk about; I've got Nescafe, I've got Innocent; I've got Dyson Cadbury, Guinness, and then we'll talk about Paxo afterwards. For example, if we're gonna talk about Cadbury's I wouldn't let you use the word chocolate, because that's obvious. So have a think about; are there any of these brands that you have associations with, beyond the actual product that they do?
I: Reliable brand; anything else? That's exactly what I looking for. In that case, I want to do the same sort of exercise then, which is the one we asked you at home to do. Think about Paxo in that way. In the same way you've just done, just shout out the associations to Paxo the brand.
I: So you both used that word ‘enhance’, but you just said about enhancing it. Now I want to come back to the product specifically a bit later on in this session, but just because you're talking about enhance... What do you mean when you say enhance?
R: It's that little bit of extra care. Like you said, it's easy to do. Any idiot can boil some water, but when you've done a roast and you- it just finishes it off. It enhances- like you said, a roast without gravy-
I: Can we come back to this, because this is exactly what I wanted [crosstalk 15:20] you're just starting off; which is brilliant actually, because it means we're already thinking along the right lines, and you've got ideas. So just hold your thoughts please, about all that enhancement and compliment and blah blah blah. Can I just go through your collage things that you did at home?
R: I do make sort of my own [UNCLEAR] and bits of cross-stitching, so it's kind of a 'the world of...Paxo', the planet. So there are two seasons, summer and winter; that's it, no faffing about with bits in between. It's hot or it's cold, end of. It's a green planet, so we look after everything. We have landscapes, we do have mountains. There are homes for everybody, and the motto of the planet is ‘With Love’, and it’s, there are no- it's just peaceful. There are lots of religions, they all bit together happily, coexist. So that’s-
R: I think you look at the world today and that's where we’ve kind of gone wrong; so I think people at Christmas, it's the worst time for relationships, because we fall out and everything. But I think we've lost this thing of looking after one another.
R: Because the family is coming together, and we- My son is fourteen in January, and he will tell you, in our household Sunday dinners were... as you can tell, I- it wasn't salad. You had to have a note from God to be excused Sunday lunch. We were all sat around the table and we talked. My grandson is fourteen now. He walks through the door and I look at him and he goes, yes grandma, phone off. And when he comes at Christmas and we have a party and buffet, he doesn't want to go home cause we’re sat playing games. The old style games - Jinx, like that - but be that as it may, that's what family should be about. You know, to me; go back and look at Darling Buds of May; to me that was the kind of- listen to your kids. When kids are not... There's no family. You go in a restaurant, they’re all on their phones at the same table and you’re thinking-
R: I think I wrote down a single group, it was completely different. I’m reminiscing back, and I was assuming it was Paxo - and I'm pretty sure it was, but now this gentleman said it is 100 years old - we never saw much of me dad when me and me brother were kids because he was working all hours that God send, but we always had a Sunday dinner. That was religious in our house; my mum either did chicken, and as you say, chicken was chicken without stuffing. If we had pork it was stuffing, or we had roast beef. And roast beef, Yorkshire puddings, or lamb and mint sauce; it’s like chicken for me, stuffing goes with it. So that's what I'm saying, happy family life; and what I see know... we went to a family gathering, because I now have grandchildren. But my son-in-law's family came, and the kids ran straight upstairs; they grabbed something off the buffet, all ran upstairs on their phones and games. And there's no- and apparently they never sit down and have dinner together.
R: I mean, I think of a lot of people that you talk to now; a lot of people don't cook. It's all ready-meals; a lot of- I mean, I don't like curry. I’m probably only one of the people in Britain that don't like spicy, hot curry foods; but I know some people just live on curries and microwave meals, and I think, you know. And one girl was saying about the Marks and Spencers ‘Two Dine for a Tenner’. She was horrified that there was nothing other than a chicken you had to roast. And I'm like, well what was wrong? “I haven’t got time to be roasting a whole chicken. ” I said, “it’ll take you an hour and a half. “Oh no, I like the chicken portions with such and such”, and I’m thinking, that is... not saying it’s wrong, we all live completely different lives. But she has never cooked. She's in her mid-40s, she's never cooked a joint in her life or a chicken.
R: That’s Planet Paxo, which is a giant ball of stuffing. That’s in a special universe, many millions of miles away. The flag says ‘Seasonings Greetings’; that's the traditional buffet, that’s what they say to everybody when they meet. And of course, always a ball of stuffing.
R: In their belief system, there are many volcanoes on the planet; they're all very friendly volcanoes. Obviously the Earth's crust heats... The bit inside is soft, the Earth's crust is crunchy; just like a bowl of stuffing. The volcano’s a place that families go to for a visit; the kids take nets and they catch the balls of stuffing that come out of the volcano. So they worship the Volcano Stuffing God, the VSG. It’s very much a family day out; so again, it's about families getting together and enjoying the stuffing together. The climate is cold; it's got snow, but it's also light and beautiful with blue skies. It doesn't rain, the sun's out all the time but it is winter. So it's a snowy planet, and people like to be indoors with a roaring fire and they like to invite people around. Their values; their favourite thing to do obviously is get together and have a roast dinner with stuffing. They’re into togetherness, family, love and friends; very, very people-focused, very community-focused. Their image of their planet; they love decorations, they love sparkle, they love lights, and as you can see they actually have bowls of stuffing hanging there. Groceries in the streets as well. It's kind of Christmas all the time; there is a special Christmas for giving presents, but it's kind of like... Because of the climate and because they like the decorations, it's just like that all year round. And lastly they’re a society, and they’re all very supportive of each other. They like to gather together, they like to support the community and they like to sing together. And there's no crime on the planet; there is actually only one crime, and that is-
R: And that is if anybody steals anybody’s stuffing. The only crime that exists; and unfortunately - although they very rarely have cause to do this - it's an extremely severe penalty, because they will knock the stuffing out the-
R: I’m left speechless after that, cause that was the best. Mine is a similar idea with mountains and things like that, mine is the same thing. It’s fun, it's a Sunday roast. My memories as well, of Sundays - I'm an only child, no brothers or sisters -but mom used to say “Cook a chicken”. She did stuffing and Yorkshire puddings, and listening to family favourites on the radio; that was always a background. But it was that smell in the kitchen, because the kitchen wasn't too big. But it was that, you know, smelling the stuffing, smelling the chicken and gravy everything. And that’s really it.
R: [crosstalk 25:40] I've got Paxos as a main universe sort of thing - and then I actually made Paxo balls on Sunday; sage as onion, as a bit of research. So those are like orbiting it, ‘The king of the Paxo’; and then I think there’s five flavours, so I’ve done the five flavours and that one’s the discovery Paxo. The unknown Paxo.
R: Lakes of Gravy. We've got mountains, Mash Mountains. We've got three, sausage trees, all the [UNCLEAR], happy family. There's vino, we've got happy mashed potato, we've got a gravy boat. Wow, he’s looking forward to this. You know, even the turkeys are happy.
R: ‘Cause it’s Paxo. And we’ve got all the- we’ve got cattle, we’ve got turkeys, we’ve got chickens, we’ve got vino. There's all our nice little folk-y, brightly-coloured happy houses; and that's my collage.
R: So with mine, I just had to do a quick mind-jerking thing. I think with me, Paxo... I think we're all missing that. If you look at a Paxo and you look at the picture of it, in it’s like a heart shape; and with the heart shape, for me, comes family. So when I thought about Paxo and the heart shape, I think things what fetch people together, and what makes- how they feel. So in my world, this is how it would- again, it’d be green and it’d be blue. And you know, it’d be a proud world, a merry world. Full of hope, lovely patience, with love, non-judgmental, sociability, union, harmony, rapport. And in a world - and when you're around the dining table, eating Sunday lunch - that's how I feel and I think that's what it is. It's non-judgmental; any colour, any creed; anything. Any religion, multicultural; it's all families, friendship, and I think there's a lot of conversation. And I think in the heart of that is Paxo.
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