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From the Vault: A Terrifying Tequila Recruit

Like many nightmare stories, ours starts with tequila... Or rather, a tequila related recruit.

For this project - which took place  during the height of the COVID-19 pandemic - we were tasked with recruiting luxury tequila drinkers for online friendship triads and to safely recreate the casual drinking setting that friends used to enjoy in a pre-pandemic world.

While high-end tequila has been a trend for a while, finding high-end tequila drinkers in the United States to take part in research can sometimes feel like slaying werewolves. However, we have a closet full of stakes and silver bullets, so this did not scare us off. What was particularly difficult though, was finding three high-end tequila drinkers from the same friend group who were all willing to spend big money on a nice bottle.  

Once we saw that it would be easier to find suntanned vampires than luxury tequila drinking friend groups, we decided to get a little creative when concotting our outreach potion. Our secret ingredient? A pinch of viral recruitment… meaning that, we offered a substantial recruitment bonus to every luxury tequila drinker who came through our pipeline if they could find friends from their personal network who were not only high-end tequila drinkers, but were also free and willing to participate in the triad.  

Empowering our recruits not only proved to be an effective strategy to getting these triads filled but it also allowed us to save money on budget and focus our resources on expanding our pipeline rather than chasing down referrals. Ultimately, we turned this difficult recruit into a resounding success in only two short weeks... Talk about a Monster Mash!

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— Partnering with scholars across the academic landscape, we’re efforting to humanize the transgender population by understanding how they score on normal variables of personality and gender-stereotyped behavior. This large-scale quantitative project focuses on and engages with the transgender community as people, rather than as a clinical, pathologized population. Uniting academics from Loyola Marymount University, Northeastern University, and University of Rhode Island, this work aims to add to the incomplete body of scholarship on transgender people.
— Working alongside Lindz Amer and Queer Kid Stuff, we’ve conducted a multi-part brand awareness study to establish awareness of the brand and Amer’s new book Rainbow Parenting. In over twenty in-depth interviews and a rigorous quantitative survey phase, we’ve uncovered valuable insights into opportunities for customer engagement and opportunities to bolster customer financial support.
— Supporting HoMie, an Australian-based charity tackling youth homelessness, by testing innovative software from Research Goat. By conducting in-depth interviews via a variety of methods, we’ll unearth crucial insights about the customer experience at HoMie, and follow up with a large-scale quantitative survey to understand the charity’s reach.
— Assisting Hands on Tokyo as they endeavor to address disability rights and environmental issues in Japan. In response to one of Hands on Tokyo’s inspiring live events, we delivered a video reel and additional content, both featuring enhanced accessibility for Japanese and English speakers.