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About Market Research
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What is market research?
Market research is a way for companies to understand what people like you think, need, and do. By sharing your opinions, you provide businesses with crucial, fact-based information that they use to make important decisions.
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Your feedback helps them figure out what products to develop, how to improve existing services, and how to better connect with their customers. Essentially, your voice makes a real difference and helps create better things for everyone
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Why is market research important?
Market research is crucial for any organization looking to reduce risk and support informed decision-making. By understanding what customers truly need and want, and sometimes patients or community members, a business or organization can more effectively tailor its products, services, and marketing strategies to meet those demands. This process allows organizations to identify emerging market trends, spot opportunities for growth, and gain a clear picture of the competitive landscape. Ultimately, conducting research ensures that strategic decisions are based on credible data and insights, not just on assumptions or gut feelings, which significantly increases the chances of a successful outcome.
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What are the main types of market research? (Primary vs. Secondary)
Market research is generally divided into two main categories based on where the information comes from: primary research and secondary research.
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Primary Research: This is new research that an organization conducts itself (or hires a firm to conduct) to answer very specific questions. It involves collecting original, first-hand data directly from the source, such as through surveys, interviews, or focus groups with customers. This type of research provides highly relevant and up-to-date information that is tailored to the organization's exact needs, but it can also be more expensive and time-consuming to carry out.
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Secondary Research: This type of research involves using information and data that have already been collected, organized, and published by others. It is often called "desk research" because it can be done by accessing existing sources like government census data, industry association reports, and academic studies. Secondary research is typically much faster and more cost-effective, making it an excellent starting point for understanding a market. However, the information may not be specific enough to answer a particular organization's unique questions.
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​What are some common market research methods?
There are several well-established methods for conducting market research, each designed to gather different types of information. The most common methods include:
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Surveys: A survey is a standardized set of questions sent to a targeted group of people to gather their opinions, preferences, and behaviors on a large scale. Surveys are a very popular method because they can be used to collect both quantitative data (the "what," such as numbers and statistics) and qualitative data (the "why," such as feelings and motivations).
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Interviews: An interview is a one-on-one conversation that allows a researcher to explore a person's thoughts, experiences, and motivations in great detail. This method is ideal for gaining deep, nuanced insights and understanding complex decision-making processes that a simple survey might miss.
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Focus Groups: A focus group brings together a small, diverse group of people (typically 6-10 individuals) to participate in a moderated discussion about a specific topic. This method is particularly valuable for observing group dynamics, exploring shared beliefs, and seeing how opinions are formed and influenced through social interaction.
Getting Started: The First Steps
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What are the different ways I can participate?
You can participate in a variety of studies, depending on the research project. Common formats include:
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Online Surveys & Tests: These can range from quick, 10-minute tasks to more extensive engagements.
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Online Interviews: Typically conducted one-on-one, these sessions allow for an in-depth exploration of your opinions.
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Online Focus Groups & Communities: These involve engaging in various tasks over time, such as discussion forums, photo uploads, or digital diaries, with a private network of participants.
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In-person Studies: These can include activities like taste tests or mock juries.
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How do I sign up and join a study?
The process is simple and fast. First, you'll create a personal profile in our database to receive communication about potential opportunities. We encourage you to provide as much detail as possible in your profile, as this increases the likelihood of being contacted for studies that are a good fit for you. Based on your profile, you will receive opportunities via email or phone. To join a specific study, you'll apply by answering a few qualification questions to help researchers find their ideal participants. If you are approved, you'll sign up for a session time that works for you, complete the study, and then get paid. Profiles are created by completing the form on this page: www.thehennegroup.com/joincommunity.
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What is a Market Research Community (MRC)?
A Market Research Community is a private network of participants that is managed by a market research agency. It is a way for a company to engage with a select group of individuals over time, gathering feedback and insights through various tasks and discussions. The community can be conducted online, in-person, or as a blend of both, all under the direct management of the research agency.
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Why do you need my information?
Information such as age, gender, disease state, and health conditions is explicitly and voluntarily provided by participants on a consent basis to match them with studies that fit their background and interests. This data is essential for finding the right candidates to meet the specific requirements of each research study. We also need valid contact information to reach you for follow-ups, to send payment, or to ship products for at-home trials.
Your Rights & Data Privacy
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What is informed consent, and how does it relate to me?
Informed consent is a fundamental principle of ethical research. It means we will provide you with clear, comprehensive information about a study's purpose, procedures, potential risks, and benefits before you agree to participate. Your agreement must be voluntary, without any coercion. You have the right to ask questions and must be accurately informed of how your data will be used and with whom it will be shared.
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Is my participation confidential?
Yes. Confidentiality is our obligation to protect your personal information from unauthorized disclosure. We store your personal information separately from your research responses, and all feedback is anonymized and reported in aggregate so that no one can connect your responses to you. We do not sell or share your information for non-research purposes.
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How is my personal information protected?
We take precautions to ensure your personal data is held securely and protected against unauthorized access, loss, or destruction. We adhere to industry standards and are bound by laws such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), which provide you with expansive rights over your data.
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What are my rights regarding my data?
As a participant, you have several rights concerning your data, including the right to:
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Access: Request a copy of the personal data we hold about you to verify how it is being used.
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Correction: Have any incomplete or inaccurate data we hold about you corrected.
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Erasure: Ask us to delete your personal data when there is no longer a valid reason for us to process it.
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Withdraw Consent: Withdraw your consent to participate and have your data processed at any time, without penalty.
Getting Started: The First Steps
1
What are the different ways I can participate?
You can participate in a variety of studies, depending on the research project. Common formats include:
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Online Surveys & Tests: These can range from quick, 10-minute tasks to more extensive engagements.
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Online Interviews: Typically conducted one-on-one, these sessions allow for an in-depth exploration of your opinions.
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Online Focus Groups & Communities: These involve engaging in various tasks over time, such as discussion forums, photo uploads, or digital diaries, with a private network of participants.
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In-person Studies: These can include activities like taste tests or mock juries.
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How do I sign up and join a study?
The process is simple and fast. First, you'll create a personal profile in our database to receive communication about potential opportunities. We encourage you to provide as much detail as possible in your profile, as this increases the likelihood of being contacted for studies that are a good fit for you. Based on your profile, you will receive opportunities via email or phone. To join a specific study, you'll apply by answering a few qualification questions to help researchers find their ideal participants. If you are approved, you'll sign up for a session time that works for you, complete the study, and then get paid. Profiles are created by completing the form on this page: www.thehennegroup.com/joincommunity.
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What is a Market Research Community (MRC)?
A Market Research Community is a private network of participants that is managed by a market research agency. It is a way for a company to engage with a select group of individuals over time, gathering feedback and insights through various tasks and discussions. The community can be conducted online, in-person, or as a blend of both, all under the direct management of the research agency.
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Why do you need my information?
Information such as age, gender, disease state, and health conditions is explicitly and voluntarily provided by participants on a consent basis to match them with studies that fit their background and interests. This data is essential for finding the right candidates to meet the specific requirements of each research study. We also need valid contact information to reach you for follow-ups, to send payment, or to ship products for at-home trials.
The Henne Group's Purpose-Driven Research
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What is market research for social change and public health improvement?
In the context of social and public health, market research transcends its commercial definition. It becomes a systematic process for understanding the lived experiences, needs, barriers, and perspectives of specific communities. Its primary objective is to generate "quality insights" that can "power strategy" for organizations dedicated to social betterment. This involves:
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Amplifying Unheard Voices: Providing a platform for individuals from marginalized or "hard-to-reach" populations to share their experiences in a structured, confidential, and respectful manner.
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Informing Policy and Advocacy: Generating credible, data-driven evidence that grassroots organizations and policymakers can use to advocate for more just and effective policies and services.
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Improving Service and Product Development: Ensuring that new health services, public health campaigns, medical treatments, and support programs are designed with a deep and authentic understanding of the people they are intended to serve.
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Building Bridges of Understanding: Functioning as a conduit between communities on the ground—particularly minority and grassroots groups—and the larger organizations, such as government agencies or pharmaceutical companies, that have the resources to effect change.
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This form of research is grounded in social science and evidence-based practice, recognizing that the most effective solutions to complex problems are those informed by the people who experience them directly.
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What is The Henne Group’s core mission, and how has its work since 1986 been driven by a commitment to "leaving no one behind"?
Founded in 1986, The Henne Group has accumulated over four decades of experience in research and communications, establishing a proven track record of successfully completing hundreds of complex quantitative and qualitative research projects. Based in San Francisco, California, with an additional data collection center in Greybull, Wyoming, the firm has grown into a highly respected consulting group specializing in a full range of market research, strategic planning, and communications services.
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However, the firm’s longevity and technical expertise are animated by a mission that is explicitly oriented toward social awareness. The Henne Group's mission of "Dedicated to the spirit that 'anything is possible," we harness the power of insights to drive positive change in the communities we serve." gives itself a characteristic "beacon of hope and a powerful force for social change," driven by an "unwavering commitment to leaving no one behind". This mission is not a peripheral corporate social responsibility initiative; it is the central organizing principle of the firm's work. It is rooted in the "fundamental principle of human dignity and the pursuit of a more just and equitable world".
This commitment translates into a specific operational focus: bridging the gap between minority communities, grassroots advocacy groups, and the organizations capable of implementing large-scale change. By conducting methodologically sound research, THG helps amplify the voices of these communities, providing the evidence needed to advocate for just policies and to guide the development of services and products that genuinely meet their needs. This mission-driven approach is a defining characteristic, distinguishing THG from firms focused on purely commercial research.
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What does it mean to conduct culturally sensitive and competent research and why is it important?
Culturally competent research is the practice of understanding and respecting the cultural differences, values, and norms that shape people's experiences and behaviors. For an organization like The Henne Group, which works extensively with diverse and often marginalized communities such as Hispanics, African Americans, and LGBTQ+ people, this approach is an ethical imperative. It is essential for building trust, ensuring participants feel respected, and gathering authentic, reliable data. Research that is not culturally sensitive risks producing biased results and misinterpretations that can undermine its purpose and cause harm.
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The Henne Group puts this principle into practice in several tangible ways. The firm specializes in "culture" to effectively engage hard-to-reach populations. This includes:
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Adapting Research Instruments: THG actively modifies its research tools to enhance participant support. For example, they have updated their panel questionnaires to include questions about identifying pronouns and have expanded the options for expressing gender identity and sexual orientation. This ensures the language used is appropriate and culturally relevant.
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Employing a Multilingual Team: To meet the needs of multicultural populations, the firm hires multilingual staff for its contact centers, ensuring that language is not a barrier to participation. This aligns with the best practice of using multilingual surveys to include a diverse audience.
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Developing Culturally Aligned Solutions: The firm's research aims to move beyond a surface-level understanding to comprehend the underlying values and practices of diverse national and cultural groups. This deep insight is critical for developing solutions, such as health services or public policies, that are not only culturally respectful but also more effective because they are designed to align with the community's specific needs and context.
The Partnerships: Understanding the Ecosystem of Change
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Why is engaging with grassroots organizations fundamental to fostering impactful change?
Grassroots organizations are voluntary associations formed by people, often activists and community members, who organize to pursue common interests and improve the well-being of their communities, largely on a not-for-profit basis. They represent a "bottom-up" approach to change, where citizens define their own goals and the strategies to achieve them. Their importance in research and social initiatives cannot be overstated for several key reasons:
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Authenticity and Trust: Grassroots groups are deeply embedded within the communities they serve. They are the "first responders" to crises and "critical witnesses" to the challenges people face. Their members are trusted local actors, which allows projects they are involved in to gain momentum and acceptance more quickly.
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Contextual Knowledge: These organizations possess an unparalleled understanding of the multifaceted local context—the culture, the political environment, the social dynamics, and the specific barriers that could impede a project's success. They are the "eyes and ears on the ground" for any research initiative.
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Effective Problem Identification: Because of their proximity to the issues, grassroots partners are best positioned to identify the most pressing problems and to co-design solutions that are a better fit for the local context. Their involvement ensures that research questions are relevant and that the resulting initiatives address a community's priority needs.
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How does a research firm like The Henne Group partner with grassroots organizations?
The partnership between a research firm and a grassroots organization is an active collaboration built on mutual trust and shared goals. The Henne Group describes its role as a bridge, connecting grassroots advocacy with larger organizations through the power of research. This partnership works in several practical ways:
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Building a Community: A primary method of partnership is through the creation and maintenance of a dedicated community panel. The Henne Group's panel of over 18,000 grassroots members is a result of long-term, trust-based relationships with these communities.
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Direct Outreach and Recruitment: For studies requiring very specific participants not already in the panel, the firm's team partners directly with community organizations to find the right people. This involves creative, respectful outreach to "real organizations" to ensure the voices heard are authentic.
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Serving as a Liaison: In these partnerships, the research firm often acts as a liaison, providing the structure and resources that help connect the community's firsthand knowledge with the research process. This relationship is not just transactional; it requires researchers to consistently "show up" for the community by attending events and offering support, which is key to building the trust necessary for honest dialogue.
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What are the benefits for a grassroots organization to participate in market research?
For a grassroots or non-profit organization, participating in market research offers significant advantages that directly support their mission. The benefits extend far beyond simply providing data; they equip the organization with tools to become more effective and sustainable. Key benefits include:
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Deeper Community Understanding: Research provides a systematic way to understand a community's needs, attitudes, and behaviors. This allows the organization to design and deliver services that are more relevant, effective, and impactful.
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Stronger Fundraising and Support: The data generated from research is a powerful tool for fundraising. It helps organizations understand the motivations of potential donors and provides credible evidence to demonstrate their impact to funders and other stakeholders.
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Increased Awareness and Credibility: Participation in well-conducted research can raise the organization's profile, build its reputation, and increase awareness of its cause. This establishes the organization as a credible and authoritative voice in its field.
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Access to Resources: The partnership with a research firm can provide the grassroots group with valuable resources and support, empowering them to become more effective agents of change in their communities.
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How does research with healthcare providers, from hospital systems to individual physicians, lead to better health outcomes?
works extensively across the healthcare sector, engaging with a wide range of providers, including hospitals, health systems, physicians, pharmacies, and mental health professionals. This work is central to their expertise in public health, healthcare, and pharmaceutical projects. Research with these providers serves several vital functions:
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Validating Health Information: Providers are often the most trusted source of health information for patients. Research can reveal their level of awareness and acceptance of new health messages, which is a key indicator of how effectively that message will reach the public.
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Identifying Gaps in Care and Knowledge: By engaging directly with providers, researchers can identify gaps in their knowledge or areas where they may need more support to serve diverse patient populations.
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Driving New Success in Clinical Practice: The insights gained from this type of research can lead to tangible changes in how healthcare is delivered. The data showing the impact of affirming care provides a compelling evidence base for healthcare systems to invest in training and cultural competency programs for their staff.