I saw a film where a bunch of brand loyalists were made to do without their favourite packaged brand for a couple of weeks.
They were given and unbranded replacement and moaned for the whole two weeks about how it wasn't as good.
Only to find they had actually been using their favourite brand without the packaging.
That's the power of brands. It's the belief in them as much as the actual quality.
So if you want to really understand the role of anything in people's lives, do some research where you take it away from them and get them to talk about what it's like.
Like when a office goes mad because the milk isn't delivered - it's the tea and coffee they go mental about missing.
When a car breaks down, it's having to suffer other people on public transport they hate (very British disease this one).
Take Heinz ketchup away and bacon sandwich becomes a waste of calories.