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Human-First Research: Tequila's Global Path
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Created December 16, 2025About this video
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Video Transcript
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We explored luxury nightclubs across Asia: Shanghai, Seoul, Sydney,
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Singapore. Our mission: help a global company grow their tequila brand.
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What we discovered surprised us: bartenders weren't recommending it. Not because consumers
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didn't want it, but due to lack of training. Markets had different needs:
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Shanghai fashion, Seoul craft, Australia Margaritas. Same category, different paths to
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growth. You can't understand culture from a spreadsheet. You must listen.
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That's human-first research. MindMarket.
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