With the captain's permission, the first officer drifted off for a few Zs.

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Obesity represents "a desperate need, " says Jaideep Bajaj of consultancy ZS Associates, which advises drug firms on marketing matters.

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Not only were Zs more likely to complete the survey but they did so more quickly than did the As.

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Zach Slaton (ZS): You just got done with the soccer analytics panel.

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Look at the enclosed graph, from the current issue of Forbes, which uses data from consultancy ZS Associates and the World Health Organization.

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Zach Slaton (ZS): The Soccer Power Index (SPI) is one of the few comprehensive predictive public models for matches that then translates match results into overall competition results.

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In the street market along the city's busy Reforma Ave, the Zetas sell pirated CDs, and have their own label: "Los Unicos, " or "The Only Ones, " with a logo of a black horse surrounded by four Zs.

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"As pharmaceutical companies try to engage in a nicer, more pleasant way, they don't always get a positive reception because nothing is being done to solve the doctors' time problem, " said Mr. Wright, who runs ZS Associates' global pharmaceuticals practice.

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