We partnered with Headspace to help reach their brand mission of “bringing mindfulness and meditation to the entire world.” At the time, only 3% of their community identified as black, with even less identifying as Latinx.

We led a research engagement with internal stakeholders and current and potential members from the Black and Latinx communities to uncover opportunities for HS to better serve the mindfulness needs of these communities. 

A critical insight was that the “default” excluded many people, and relatable content from practitioners with a shared lived experience was essential. This insight led to us developing a hiring strategy to bring new mediation teachers onto the platform.

We developed a method that was scalable but also accounted for and mitigated biases in scouting, evaluating, and interviewing candidates. 

The New Teacher Hiring Strategy resulted in us hiring two new mediation teachers, Dora and Kessonga, who have both gained overwhelmingly positive feedback from HS members.

PROJECT

Expert Strategy (2019)

Blind Spot Research (2020)

New Teacher Strategy (2020) 

DELIVERABLES

Research Report: Blind Spots

Strategic Frameworks and Documentation:

     Expert Strategy

     New Mediation Hiring Guidelines