Our challenge was to maximize a minimal budget and help the team really make research heard and used.

We've created an online community for brand ambassadors. Our target population was small initially but has since grown purely by consumer word of mouth. Our clients post questions on the forum themselves and feed back on product changes so consumers feel permanently engaged.

We use the panel to recruit face to face research and have held workshops and group discussions. We knew we'd created something powerful when Jim Averdieck, the GÜ-Ru himself, came to a workshop to hang out and hear his fans (very!) honest opinions of his brand.

Our work with GÜ continues.