Guerrilla Intelligence Collaborate

Collaboration with others is a hallmark of guerrilla marketing, and surveys lend themselves particularly well to productive partnerships. In one case, a consulting firm teamed with a local university and newspaper to conduct a survey on the city's future technology needs. The consulting firm, in conjunction with university faculty members, designed the survey; the local newspaper contributed use of its Web site to receive survey responses; and the consulting firm prepared the mailing list, analyzed the results, and published the joint report, which was featured for weeks in the local media.

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