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SixWeeks was a consumer experiment in 2009 in which Paul McCrudden was paid by companies for being their customer. Using his own personal data about the time and money he spent as a consumer during a six-week period, he invoiced over 50 UK and international companies requesting payment. Five companies paid him, including Pret a Manger, PizzaExpress, EAT and Little Chef.

The Project[edit]

Recording the data[edit]

In a six-week period in June–July 2009, McCrudden recorded all of the time and money he spent as a consumer, and published it on his blog. He used Daytum, a personal data collection service created by Nicholas Felton, to track how he spent his time as a consumer.

Invoicing the companies[edit]

Over 50 companies were invoiced, ranging from FTSE 100 corporates including Sainsbury's, media companies including Channel 4, and small independent shops in London. McCrudden charged each company for the total time he spent with them in the six week period, which included waiting in line to be served, and sent invoices in the post addressed to each company's finance department.

The Responses[edit]

Five companies paid McCrudden - Pret A Manger, Pizza Express, EAT, Little Chef and Squat + Gobble, an independent cafe on Charlotte Street, London.

The first response was from Pret A Manger, whose founder Julian Metcalfe sent McCrudden a letter and cheque for £62. The payment reimbursed the time and money McCrudden spent and included an additional £1 for him to walk to cash the cheque.

The responses included a series of letters from the Managing Director of fruit and nut chain Cranberry, who provided McCrudden with a number of definitions for the word 'nut', and made an offer to all their customers.

All responses were published on the blog and via Twitter.

Media Coverage and Awards[edit]

SixWeeks was first covered by Campaign, whose online edition featured it as its top story[1] on August 18, 2009. It featured in national and international mainstream media, including an article in The Telegraph, The Times and Metro.[2] McCrudden appeared on BBC Radio 5 Live's afternoon Drivetime show where presenter Peter Allen asked him if it was a stunt by one of the companies involved.

The project won numerous national awards including The Guardian's Mega Innovation Award; judges described it as "based on a social truth providing a social impact, a campaign that was effective to all",[3] and Best Blog at the 2010 BIMA Awards.[4]


  1. ^ [1]
  2. ^ [2]
  3. ^ "Independent media". The Guardian. 2010-03-26. ISSN 0261-3077. Retrieved 2017-07-25.
  4. ^ [3]