Had this forwarded to me, for obvious reasons.
Burger King (US version of Hungry Jacks) have set about proving which burger is better - Whopper or Big Mac - by testing them on people who have never been exposed to burgers or their advertising.
They go to a Thailand Village, a Romanian town, and a remote region of Greenland. They ask for volunteers, and take them to the nearest location that has both burger outlets within 15 minutes (for freshness of the burgers). Obviously the result was in favour of Burger King, or they would never have released the video. But, I think it was also an amazing 'documentary' on the reaction of people to something so common, we take it for granted. To imagine that there are people in this world who have never heard of Mcdonalds, or seen/eaten a burger before. And to see how many of them struggle with how to even eat one, it was amusing, yet, we would be the same to some other culture's food that we had never seen before.
The video goes for about 8 minutes, and the first 4 is the 'socialogical study' element. The rest is just focused on BKs Whopper, and how much the volunteers liked them.
http://www.whoppervirgins.com/

On a personal 'biased' note - it wasn't surprising that a blind test resulted in the Whopper being the winner. Not only is the Whopper the only one that looks like a regular burger you would get from any independant restaurant or take-away food store, but seriously, who eats beef with tartare sauce??? When I eat a meal with beef, I prefer tomato or barbeque sauce, never tartare like in a Big Mac.
Is the Big Mac's popularity just a result of decades of focussed marketting and promotional offers on their 'iconic big burger', convincing people to get used to it, or buy it because it is their better value burger?

While on the topic of burgers... I saw at a HJs today, their current limited time burger - The Angry Whopper - and had to try it. The things added to a regular Whopper are hot sauce, Jalapenos, and spicy fried onion rings. I was expecting it to be very hot to eat (not to the extent of world's hottest though), but aside from a very mild bite from the sauce, I didn't think it deserved being called 'hot'. I liked it having onion rings on it though, which I'll probably do more often with my future HJ burgers.