The secret to any great study is recruiting. We make sure we find the exact right respondents to address your objectives—no matter how hard they are to find.

Some researchers put very little effort into recruiting, believing that a random approach yields the most normal or representative sample. This can be true in some cases, but you often end up with people who have very little insight about your category. We find the consumers that are most relevant for the project: as forward or mainstream as the project demands, as involved in your category or brand as they should be, and always articulate and interesting.

We screen our respondents extensively, going far beyond the typical screener to ensure they can walk their talk, not just answer questions appropriately. We always find them in their world – in the clubs, on the streets, on the message boards.