Charles Moore, former editor of the Telegraph, interviewed Tory leader David Cameron and played the either…or game with him – with interesting results. 

Red or white? Red

Bitter or lager? Bitter

Meat or fish? Meat

Town or country? Country

Or again….

Star Trek or Dr Who? Star Trek.

Later, the Today Programme repeated the exercise at the Tory Party Conference – it’s well worth a listen.

This strikes me as a very useful and fun way of gaining insight into key figures and could be used to great effect in the markets we cover. I wonder who will be the first to do it?

UPDATE: I’m having trouble playing the link with Firefox – though it plays just fine in Internet Explorer.