We've used a similar approach... primarily during MenthLab
We partnered with Future - John Bielenberg and Greg Galle - to execute this lab. The trick is following through and extending the lab so it has real outcomes - it sounds like you are doing that. It's a powerful and necessary way to work and will become the norm. The insights/compassion/intelligence gathered are priceless.
One of our clients is the Legacy Foundation (legacyforhealth.org) if you have any interest in Tobacco related issues let us know.
Good luck and we look forward to seeing how everything goes....