Meet the Team Behind Project Uplift
Upwards is a qualitative research consultancy known for purpose-driven projects that amplify human stories. They created Project Uplift to offer pro bono research to non-profits like Children of the Street, whose aim is to help parents navigate tough conversations about online safety.
In the spotlight:
- Layla Shea, Founder & Chief Insight Officer at Upwards, who leads with a passion for using research to drive social impact.
- Clare Mitchell, Manager of Insights at Upwards, who brings expertise in trauma-informed research design and moderating sensitive topics.
Phase 1 - Spark the Conversation Live
Objective
Capture raw emotion and real language fast.
How Upwards did it
- Recruited parents who had already broached the topic with their children
- Ran small virtual focus groups using the Recollective platform
- Let client observers drop probing questions via private chat, unseen by participants
Why it works
Live video surfaces tone and body language you would miss in written responses. In 60 minutes, you learn which words sting, which calm and which spark curiosity.
Phase 2 - Dive Deeper Asynchronously
Objective
Collect rich stories from people who need flexibility to open up.
How Upwards did it
- Invited parents who had not spoken with their kids about the topic into an online board
- Used a variety of activities: screenshot mark-ups, selfie videos, story prompts and quick polls
- Watched participants trade resources, bust myths and admit fears
Why it works
Asynchronous activities allow busy or hesitant audiences to participate on their own schedule, often producing longer, more candid answers. For global brands, it also sidesteps time-zone headaches.
Bridge Step: A Real-World Trial
Upwards handed half the participants fresh conversation guides and asked them to try the chat about sexual exploitation with their kids at home. That single task set up a natural before-and-after lens without recruiting a new sample.
Phase 3 - Close the Loop with Participant Choice
Objective
Learn what changed and boost completion rates.
How Upwards did it
Parents picked either a one-to-one interview or a second mini group (both hosted on Recollective). The format they chose became insight in itself: comfort levels, channel preferences and openness all surfaced.
Why it works
Choice equals control, and control keeps people engaged. You’ll gather feedback from respondents who might drop off if forced into one format.
Guardrails That Build Trust
Fast-Track Tips for Any Delicate Topic
- Kick off live. Ten faces on screen reveal more than 100 survey lines.
- Switch to asynch. Flex-time tasks widen scope and deepen detail.
- Layer in homework. A small “try this” exercise turns intent into observable behavior.
- Offer format options. Autonomy drives retention and shows channel preferences.
- Use built-in AI. AI analysis saves time and keeps insight fresh.
See the Playbook in Action
The webinar replay brings Project Uplift’s methods to life, from set-up to insight. Watch, adapt and put these strategies to work in your own research.
To learn more about how Recollective can support your research goals, get in touch today!
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