Traditional research methods are increasingly obsolete. At Instant Grass, we pioneered a conversational approach to gathering insights and intelligence, to create a natural environment where honest thoughts and feelings are shared. Our grasses know they can be completely blunt with us, and that their words will go straight from their lips to the Marketing Director’s ears. And because we are in touch with them in real-time through our online Greenhouse system, we can tell clients what’s going on, whilst it’s still happening (that’s where the Instant bit comes in…). But an insight is useless unless you do something with it. So for us, a good insight is like a refrigerator: when you look into it, a light goes on.