Jimlad, focus groups! Ever sat on one?
It may not have been typical but about 10 of us, we scribbled a few words on paper, shouted across the group, then the facilitator (FFS) wrote a few words or phrases on a flip chart.
From that a few key words emerged - big skies, empty roads, open spaces, potholes. (This was Lincolnshire). I suppose some
PR firm made something of it for Łkk.