Market Research for Good

"When you couple that with everything that's going on with the economy right now, we really had this perfect storm to [merge] one of our big passions, which is finding new ways to get money to incredibly worthy causes, [with] our other passion, which is, of course, finding new best practices for marketers," Miller says. "So it really came from a lot of need from all sides of the equation. Market researchers want greater quality; consumers want to find new ways to give [because] they're not necessarily able to write those big checks anymore. We are looking at a model now where consumers will be able to turn their time and their opinions into donations, and we've gotten feedback that that's a very attractive model for consumers.