BrandsEye approached key clients and partners at fundamental development stages to gauge their reaction and get their input. All major partners were plotted upon a persona matrix which allowed them to identify their needs and, more generally, develop the software to meet their general and specific set of requirements. From this the hypothesis was created and continually tested. Using this input, BrandsEye was able to prioritise functionality and the team’s focus. Clients were also given the chance to test out unreleased versions and comment on aspects that they felt needed tweaking.