It seems counter-intuitive to go to the extremes to find insights that are relevant to the masses. But in this presentation, we demonstrate the value of doing just that. We show how people with more intense and unusual experiences, attitudes and backgrounds can unlock insights that transform the work of marketing and innovation teams. The value of this approach goes beyond the commercial benefits it makes a difference for everyone involved in the journey. The research process becomes more interesting and rewarding for everyone involved, whether they are participants, recruiters, agency teams or client teams. As a genuine human connection is forged between people, fresh insights are discovered.