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The Great Marmite Experiment

July 14, 2009

If you have a captive audience you really should expoit them somehow.  If financial gain is your bag, you could form a cult.  But if like me, you thirst for knowledge, then you’ll perform experiments on them.

And no captive audience is as willingly captive as a Japanese audience.  Especially if you give them an inkling the test is based on the number one national obsession – food.  They’ll be rattling those cage bars in short order.

For years, the company that makes Marmite have been building brutally honest advertising campaigns around the fact that there’s a good chance you’ll hate their product.

I wanted to see whether my test group would “love it or hate it” in equal measure.

And after a week’s hard testing (yeah, really hard starting every lesson with a slice of toast and watching the looks on people’s faces), here are the results.

No. of people tested = 25

Loved it = 13

Hated it = 12

So Marmite splits Japanese opinion in much the same way as it does in Britain.  There were some interesting reactions as people grasped for something to compare it to – some suggested miso, one or two thought it similar to overcooked soy sauce, and a few even reckoned it was cheesy.

One of the early test subjects suggested a problem with the experiment – “Japanese people are too polite to tell you if they hate it.”  I assured him I’d considered this, and didn’t think it would be a problem.  Which he then found out for himself, as he spluttered, face screwed up, and reached for a drink.

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5 Comments leave one →
  1. July 21, 2009 2:03 pm

    Lol that is hilarious.

  2. remora permalink
    July 21, 2009 2:26 pm

    Anchovy Toast with a stiff Pinkers.

  3. Ian permalink
    July 25, 2009 5:19 pm

    Ewwh you’re mean. Food of the devil.

  4. Arthur Farrowfield permalink
    July 27, 2009 3:26 pm

    rub it into chickrn skin with sum pa’rika jez b’fore yee pop in oven – brings it up a right treat!

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