2010 – The concept was taken seriously, as the Centre for Bhutan Studies, under the leadership of Karma Ura, developed a sophisticated survey instrument to measure the population's general level of well-being. Two Canadians, Michael and Martha Pennock played a major role in developing the Bhutanese survey, which took a six- to seven-hour interview to complete. They developed a shorter international version of the survey which has been used in their home region of Victoria, BC, as well as in Brazil. The Pennocks also collaborated with Ura in the production of a "policy lens" which is used by the Bhutanese GNH Commission for anticipating the impact of policy initiatives upon the levels of gross national happiness in Bhutan.