Bringing ideas to life

Gavin Holt
Virtual Surveys

Paul Lodwidge and Laura Cullimore
British Gas

1. INTRODUCTION / DILEMMA

Developing successful new products and services is ultimately what every business seeks. However, the path to market does not always run smoothly when trying to identify the good from the bad, the niche to the mass market, the best fit with the brand, to that ground breaking idea. This, coupled with the sheer number of new ideas which could be generated, can lead to either a blockage of ideas coming through or confusion as to which concepts to progress first.

Faced with this dilemma, the British Gas Proposition and Research teams approached Virtual Surveys in the last quarter of 2009 about a way in which they could regularly engage with customers and gather feedback on a number of new products and services in a very quick and cost effective way. As such, Virtual Surveys recommended creating an online research community.