Objective: A global leading company in the alcoholic beverage industry wanted to test a new product concept with its target audience. We were recruiting for 2-to-3 friends who consumed high-end alcoholic beverages together (in a pre-pandemic context), to recreate the social occasion and have the friends evaluate the new product together.

Challenge: Finding a participant that qualified in the consumption and behavioral segmentation the client needed wasn’t always easy, but finding three of them that could also clear their schedules, meeting at the same time and date within our project timeline, was the real challenge.

10K Humans Active Recruitment Approach: When dealing with dyads and triads, one of the key factors for success is empowering your lead recruits. Once you have a participant that qualifies for your research, let them know they will be responsible for taking the lead with their friends - and pay them extra for it. A special reward for your lead recruit vs their friends helps set clear expectations: your lead will be in charge of ensuring that the friends will respond to the recruiter approaches, and to make sure that they will all be able to connect at the same time for the interview. The recruiter, on the other side, is responsible for offering tools and proper communication channels to ease this process, negotiating their schedule with the client, offering alternative options when there is an unexpected change of plans, and even knowing when it’s the time to stop and replace someone to avoid losing an entire group. The secret sauce of success is adding pressure with professionalism: make your leads feel they own the project and they will work with you to its success.

Features:
— Expert analysis provides detailed understanding of the beneficiaries you serve, your peers in the non-profit sector, your generous donors, and more.
— Eagerness to partner with causes of all scopes and sizes, from international charities to individual teams.
— Services offered pro bono or at cost for qualifying entrants, furthering the social impact of your cause.

Projects:
— 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.