“I have enjoyed working with Mustard across multiple roles, and I trust them implicitly to do a good and thorough job. The team are knowledgeable, and great at digging out the juicy detail that can make the difference between just research findings and real game-changing insights. The segmentation Mustard delivered resonated across the whole of British Triathlon. We have been using the personas that Mustard developed to revamp our membership proposition based on the needs and motivations of the different audiences.”