We’d already worked with our client, one of the world’s biggest environmental NGOs, to develop a sophisticated segmentation of potential supporters – based not just on amount of potential but on the types of support different segments might provide. The first chance to put it into practice came when they identified Ocean Plastic waste as a critical campaigning priority. We used the new segmentation to develop initial concepts with the client team and then recruited representatives from each of the key segments to spend an evening working with a KSBR-trained client team on torture-testing the potential in each of the ideas before committing to the winner.