Nguyen Trung Hung knew that, before the next meeting with the marketing director, he had to come up with a report about the results of the ?eld test and also provide possible solutions to the problem. He was up for a promotion and did not want this project to a?ect his chances. What should he do next? Why were the results the way they were? Should he abandon the program even though about US$50,000 had been invested in it? Alternatively, should he change certain features of the program before relaunching it so that it is more targeted, because the di?erent segments of customers seemed to react quite di?erently to the program? Was there a need for more market research to see what each group of customers would prefer in a referral incentive program?