Pacific Research Associates Los Angeles ~ Honolulu ~ Auckland ~ Hong Kong Tel: (808) 821-0530 ~ Fax: (808) 823-8897 ~ E-mail: crpacific@worldnet.att.net INTEROFFICE MEMORANDUM DATE: November 25, 1997 TO: Milo San Juan, Senior VP, Field Operations CC: Warren Dastrup, Director of Research FROM: Fredrick Hart, Field Operations Manager SUBJECT:Summary of Target Group Analysis _____________________________________________________ Milo, You will be very pleased to see the initial results from our analysis of the combined databases that you requested Asia, Mid-East and US (Inner City). I don't want you to get too proud of yourself, but you were essentially right on all of your hypotheses. The two key findings of our analysis so far include: Fixation Potential (FP) for non-cola products is very different among Arab populations. There are even significant variations between younger women and the combined men. By far the highest FP score for younger Arab women was mint flavoured toothpaste (.72), while for the men it was only (.48). I am sure you are well aware of how nicely this fits with the overall Arab strategy. The conversion rates and codependence factors for multi-trial subjects in SE Asia do, in fact, mirror those of inner city black males. This is especially true in Vietnam and Cambodia. What is surprising is that it holds across gender lines. We will require more field data to clarify this if we are to produce a SE Asia marketing strategy. Also, I wanted to let you know that we have completely taken care of the Osaka problem. Two of the male focus group participants remain undusted, but we were able to discreetly obtain hair samples from each of them. The early DNA analysis should prove to be most interesting. After they begin to show full symptoms, we will have the medic team gather a final sample. We have also taken the steps necessary to insure that this does not happen again during any of the pre-tests prior to the full product launch.