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: Ash, and he works in retail to do with paperbacks.  

R: Yeah, supplies.  

R: Things like DKNY and Estée Lauder. He’s got children that are at university, and he’s skint now cos it’s Christmas.  

I: You done all your shopping then, Ash?  

R: Yeah.  

I: So what do you supply?  

R: I supply Bags for Life and paper bags, and I supply retail with other merchandise products as well.  

I: You finished now for Christmas?  

R: Friday, that's me done till about 7th of January.  

I: How are you feeling about Christmas, are you looking forward to it?  

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.  

I: Are you working on Christmas then, Purdie?  

R: Not actually Christmas day, but up to it and around it.  

I: So what do you, Purdie?  

R: I’m a midwife.  

I: There's no let up, is there? In fact, my colleague Rebecca said she had someone in last week who was due on Christmas Day.  

R: Well, you never know, these days will come and go. There's no let-up for us.  

I: Someone has to be there. So how long have you been a midwife?  

R: About 8 years, since I was a nurse- well, still am a nurse, but my main thing is midwifery. So I’m dual-trained. It's quite nice.  

I: So you've got Christmas day off?  

R: Christmas day off.  

I: Working the rest of the holiday?  

R: Christmas Eve and then the 27th, so I'm not working Boxing Day. It's quite nice; quite nice, Christmas in the hospital.  

I: Yeah, I bet there’s quite a nice atmosphere. So, gentlemen?  

R: This is David, he's retired. Used to work at the shop in Ilkley.  

R: The Grove. Opulent Designs, near [place] on the Grove. Worked for twenty years there.  

I: How long have you been retired then?  

R: Four years. I'm not totally retired, but I haven't got a chance to. I'm a carer, I care for an autistic boy up to about 50 hours a month. That’s what I do at the moment.  

I: And are you all prepared for Christmas?

R: Yep, got the family coming at Christmas day.  

R: He was just saying, I think you like cooking, don't you? |

R: Yeah, I'm a good cook.  

I: So you do all the Christmas dinner.  

R: Yeah, I always do.  

I: What do you like about cooking?  

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.  

I: Okay, and who's the gentleman next to you?  

R: This is Nick, an electrician. Not the best of cooks, but...

R: I don’t like cooking.  

I: So you’re not doing the Christmas Day lunch, then?  

R: No, Sunday dinners are beyond me, but I do like cooking; specialise in certain things. Casserole.  

I: How long have you been an electrician for then?  

R: I’m sort of semi-retired now, but...forty years, I suppose.  

I: So how long are you gonna have off over Christmas, then?  

R: I just buy and sell vans now. I bring old vans in from Southern Ireland, so I'm just potting about, really.  

I: So are you all ready for Christmas then, sorted?  

R: Yeah. [crosstalk 04:15]

I: The ladies over here, who have we got?

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: We've got horses. No grandchildren, but plenty of horses.  

I: Do you ride, Janet?  

R: No, not anymore. Not since I had a nasty fall.  

I: And what do you do at the uni, Janet?  

R: I'm a personal assistant to the director of the estate. So we connect all the buildings on campus, all the new developments and all the referred projects.  

I: Who are the ladies next to you then, Janet?  

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.  

I: I didn't want to overrun later on; so what do you do then, Helen?  

R: I'm working part-time for the NHS at the moment, so I want to set my own business up. So I'm trying to balance those two things.  

I: As a nurse or doctor or sort of- what sort of-  

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-  

I: Sounds quite interesting.  

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.  

I: And then last but not least, the lovely lady on my right.  

R: Pauline.  

I: Pauline, tell me about yourself.  

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.  

I: Why?  

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: Why do you think he says that? A meal is not a meal without stuffing.  

R: He's the Paxo Monster, and when he moved out I gave him instructions - idiot-proof instructions - on how to do stuffing.  

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?  

R: First one I think of is Dyson; I think of research and high tech and efficiency. So they invest millions every day into the research they, so I think of those sort of things. [crosstalk 09:10]

R: I think modern and innovative.  

I: Dyson; so we've got modern, innovative.  

ALL: Research, plastic, accessible, science.  

R: Powerful, effective.  

R: Rich.  

I: Any other associations with Dyson?  

R: Expensive. That's perfect. So any other brand that you can do exactly the same for?  

R: Cadbury's is a family favourite.  

I: Cadbury’s; so family favourite.  

ALL: Established, brand leader, household name, luxury box.  

I: What makes them a brand leader?  

R: I think everybody knows Cadbury.  

R: It's highly publicised.  

ALL: Advertising, been around a long time.  

I: Well-established, been around a long time.  

R: Purple.  

R: You associate that purple colour with Cadbury.  

R: It's about packaging, isn’t it?  

R: Shiny. It's always purple and white.  

R: I like the purple, yeah.  

I: Any other associations to Cadbury?  

R: Selection boxes.  

I: What about when you eat a Cadbury's product, how do you feel?  

R: Guilty. [crosstalk 11:00]

I: Euphoric?  

R: I wouldn't say it's the best.  

R: Oh, I love Cadbury.  

R: It's a staple. [crosstalk 11:10]

I: Let's choose one more; is there any other brand that you have other associations to?  

R: Nescafe, to me, another brand leader.  

I: Nescafe, brand leader. Household name. What do you think it stands for? There are loads of coffee brands out there, what do you think Nescafe stands for?  

R: Quality, possibly, I'd say.  

R: I agree.  

R: It’s a sort of mid-range quality.  

R: It's been taken over by some of the more sort of trendy ones, but it's there and I'd always pick-  

R: Instant.  

I: So it's not one of the- what you were saying, there are other brands that are-  

R: You know, all the new ones that are coming out.  

R: With the pods and things like that.  

R: It's not the dreadful ones with chicory in it.  

I: It's what then? If it's not the high end, it's the-  

ALL: Lower, mid-range.  

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.  

R: [UNCLEAR] The packaging's always blue for me. [crosstalk 12:45]

R: Family, it's about getting everybody together.  

I: So let's just write a few associations here. We've got family.  

R: Comfort, comforting.  

R: Comfort food.  

I: Why comforting?  

R: It just is. With a Sunday dinner, it's like having a roast without gravy.  

R: Traditional.  

R: Brand leader.  

R: Well-established.  

R: But a bit old-fashioned as well, I think.  

I: Really?  

R: Yeah, I think so.  

I: What makes it-  

R: I don't know, it's just an old-fashioned brand, or appears to be.  

R: I think it's just that it's been around a long time.  

I: Is that negative or a positive, the old-fashioned thing? [crosstalk 13:40]

R: It's a bit like-  

R: History, reliability.  

R: Yeah, it's reliable.  

R: Gonna do it, it's done in-house. Sunday roast.  

R: It's simple to make as well, easy to make. It’s been around 100 years.  

R: Is that right? I knew it was a long time. That’s long.  

R: You can use it to add to things; a sausage meal and things like that to enhance your meal.  

I: Do you?  

R: Yeah, doesn’t have to be about stuffing on it's own or stuffing balls, but you can enhance it to things.  

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-  

R: Compliment.  

R: It compliments, yeah.  

R: It compliments everything that's in the roast dinner, so it makes them all a little bit more than what they were.  

I: How does it do that, though?  

R: Because it blends really well with each of the flavours and all the things that are in a roast dinner, so it blends well with the chicken or the meat or-  

R: The vegetables.  

R: It blends well with veg.  

R: The sage and parsley.  

R: And if you're getting fed up of it, it’s Sunday dinner again, by utilising it in a different way. With Paxo you've got a different meal, almost.  

R: Or even using a different lemon.  

R: You use sausage meat or Cumberland sausage meat, it's absolutely lovely.  

R: What, with stuffing mix?  

R: Oh, yeah.  

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?

[preparation 15:55-16:15]

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-  

I: It sounds like a very positive place to be. Your motto, ‘With Love’, where does those association come from?  

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.  

I: But why the Paxo? Where does the Paxo-  

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-  

I: So do you think Paxo has that association about-  

R: To me it does.  

I: Coming together and around a table.  

R: And about spending quality time with each other, not going off.  

I: Janet.  

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 think that's sad to me.  

I: So you've got a little bit of nostalgia on there, I see. Taking the time to sit down and talk to each other.  

R: Always Sunday dinner was without fail. My dad would go to the pub while me and my mum were making it, and then we'd all sit down.  

I: It sounds like Paxo’s very much from what you’ve said there, associated to togetherness. Is it quite similar to what you’re saying?  

R: What you’re actually saying is, it's been going that long; we've all grown up with Paxo. It's all been in our lives.  

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.  

I: Let’s have a look at yours, Helen.  

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: That’s brilliant.  

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: Not eating stuffing.  

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-  

ALL: [laughs]

I: That’s fantastic. Again, where does all this happiness come from? Do you think there are any other brands that stand for similar things? Togetherness, family-orientated.  


R: Similar associations, aren’t there?  

R: Oxo.  

R: Togetherness and-  

R: Cadbury’s.  

I: Okay, David.  

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.  

I: So what are some of the words you've got?  

R: That stuff again; it's family, its mouth-watering, it’s... it’s a well-known brand, and it’s family values and traditions.  

I: So very similar themes coming out, I think. Traditional, family, togetherness. Nick.  

R: Yes, this is mine; very similar to Helen’s. I was struggling a little bit, I’ll be honest with you, but-  

R: No right or wrong way of doing 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.  

I: So what could that unknown Paxo be?  

R: I don’t know.  

I: Anybody got any? That’s interesting; you’ve got all the flavours there. Is there anything yet to discover about Paxo?  

R: Brandy. If you think about, you would flame birds and what have you. You would cook it with some kind of [crosstalk 26:30]

R: I’m on the same lines as you here.  

R: I live in Bradford. These are all traditional flavour; so a Bradford thing would be a curry Paxo.  

R: You wouldn’t buy that then, would you?

R: No.  

I: What flavours do you associate with Paxo?  

ALL: Sage and onion. [crosstalk 26:50]

R: I do use the [UNCLEAR]

I: That’s all I thought it was.  

R: Depends what you’re having.  

I: No, there are more flavours; there’s thyme and leek, apple, sage and onion, and then cranberry.  

R: I got sage and onion, onion and garlic, apple, red onion-  

I: So you didn’t know this, Nick? Just a little research.  

R: Yeah, just did a quick bit of research at the supermarket.  

I: So, Ash.  

R: Right, here’s mine. Planet Earth down here; but the opposite side of the solar system, we've got Planet Paxo; smiley face, all very happy. We’ve got Gravy Lake.  

ALL: [laughs]

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.  

ALL: [laughs].  

I: What, cause it’s Paxo?  

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.  

I: So it’s all very happy; lots of positivity about Paxo.  

R: Lots of bright colours, yeah.  

I: Prudie?  

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.  

I: Wow, that’s fabulous. Why is - it sounds like an obvious question - why is Paxo so associated with Sunday Roast?  

R: Because that’s what we grew up with. Mum dishing up Dad at the pub for a pint-

R: [crosstalk 29:30] Closing time.  

R: And then coming back and then all sat round together.  

R: That's what we knew.  

R: And that was happy times, in our memories that was happy time; so you try to carry that on, which is why I did that with mine and...

I: Could Paxo go outside of the Sunday roast?  

ALL: Yes.  

I: In what sense? ‘Cause you've all said-