DM News published a case study of a consumer brand - Wrangler - that integrated a survey of a web-based panel into its ongoing product and marketing development. Every couple months, Wrangler sends out an "assignment" to its 100 16- to 25-year-olds, asking them to give feedback on a product or a messaging campaign. To calibrate their data, the jeans maker send the panel images of its top selling store items, finding that, indeed, the panel chose products that had already proved the most popular in real sales. Using the web allowed Wrangler to reduce its research expenditures 70 to 80 percent.