Finding insights with no budget seemed impossible at first. Used to working with research partners and customer portals, I was unsure it’s possible. But necessity sparked creativity. We dove into desk research—watching movies, listening to podcasts, and exploring forums. Then, we had casual coffee chats with athletes, friends, and colleagues who matched our target profile. Lastly, we hosted in-office focus groups. The insights we gathered were the strongest I’ve ever encountered in my career.