Hello? Sir, is that Mr Niedermeier? Yes, it is. How can I help you? Sir, I'm calling you from Arat Marketing. You've a holder of a gold Mastercard, is that correct ? Er, yes, I am. We are carrying out some market research on behalf of your bank. It's a short survey and to thank you for your time we would like to enter you for a prize draw to win an Aston Martin Vantage sports car. Would now be a convenient time or shall I call back later? Umm, how long will it take ? Only five minutes, sir. And what is it for exactly? I'm not sure I understood. It's a survey into consumer perceptions of brands. I'm going to give you the names of some well-known brands and I'd like you to give me one positive and one negative impression of this brand. If you don't have an impression say "None". If you have no knowledge of the brand say "I don't know", otherwise just keep your answer short and simple. Are you ready? Er, yeah, I guess so. Ok. Dell Computers. Have you ever bought one ? Yes. One positive impression of the brand ? Umm, good value for money. And negative? None.