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III. Research and Focus Groups

Focus Groups were drawn from what were seen to be the
the brand's two major target demo's- rural residents over 70 with limited income and atrophied tastebuds, and grammar school drop-outs with a pronounced craving for particulated beverages

TASTE TESTING FINDINGS:

• 63% of the participants thought the amount of particulate matter "very satisfactory" for a brand labeled "Lightly Silted."
• 24% of participants claimed experiencing "wonky" hallucinations.
• 18% of the participants could find no discernable taste difference between Old Sally's and pickled socks.
• The 8% of participants characterizing themselves as bulimic all registered "Intend to Purchase" scores at or above the 90^th percentile.
• Only 4% of participants required medical intervention after taste testing. 
• 3% of the participants thought they were at an AA meeting.

INITIAL AD TESTING:

• 98% of participants were able to recall the Old Sally's ad from a sampling of ads for different beverages.
• 36% found Gilbert Gottfried a persuasive spokesmen, although 11% had to turn down the volume on their hearing aids.
• 28% of participants found the music too derivative of
  Nine Inch Nails.
• 2% insisted the ad contained a subliminal message commanding them to cover the focus group leader in chocolate syrup.