In today’s mobile world, surveys must become shorter. But how do we get high quality data with just a few minutes of questions? This is a dilemma the Mike's Beverage Company faced. The company is the name behind disruptive brands such as Mike’s Hard Lemonade and Palm Bay and is constantly looking to understand the changing needs of consumers. With the explosion of the cider category, Mike's Beverage Company needed an in depth understanding of the consumer and growth opportunities for their Okanagan Premium Cider. However, they were faced with the difficulty of conducting a U&A in a respondent & budget friendly format. This session demonstrates how the company, working with their research partner and sample provider, gained consumer understanding and insights by breaking the survey into separate modules. This was only the beginning; the more complex stage was in putting together the pieces and this paper demonstrates how these modules were stitched together to complete the story.