The Good People Research Company
A next-generation research and advisory firm uncovering the “why” behind stakeholder behavior to solve challenges in business and civic life.
The Good People Research Company (GPRC) is a full-service social research and advisory firm helping brands, corporations, nonprofits, professional associations, NGOs, and government agencies build trust, credibility, and mutual value with the people who matter most.
We help organizations of all types solve their most pressing challenges, challenges that likely have human narrative and behavior at their roots.
What sets GPRC apart is our proprietary Guiding Narrative® framework—a human-centered model developed by founder and applied ethnographer Craig Honick. This approach helps organizations understand customers, employees, and other stakeholders through their own construct of reality — how they perceive the world, what they value, and what they seek to promote.
What We Do
We design and conduct mixed-method research engagements that bring your data to life and guide confident, aligned decisions. Our work helps organizations move beyond surface-level insights to uncover the deep motivations and meaning structures that drive stakeholder behavior.
We Discover
We discover what your customers and employees value and if they consider your brand relevant, or not, and why.
We Segment
We segment your customers and employees by their Guiding Narrative®, which specifies what they should value, and why.
We Guide
Once we’ve discovered the Guiding Narratives® that drive decision making in your marketplace, and segment your audience by dominant Guiding Narratives® and what each segment values most, we can in turn guide how you interact with your audiences.
Deep Proprietary Insight
Our approach to customer and employee insight goes well beyond traditional insight approaches; we enable your team to make meaning of the world the way your stakeholders do as opposed to assessing how they make meaning based on data you collect about them. This informs and deepens your marketing and public behavior in ways that resonates uniquely with your target audience and in ways your competitors can’t match.
Training your AI LLM and Agents
Our Guiding Narrative® insight is the missing piece to data you may have when asking AI to assist you in understanding and communicating with customers. Without human-centered data that provides proper context for how your audience makes meaning of the world, you run the risk with AI of scaling misunderstanding at exponential speed. We help you not only avoid that, but rather enable you to understand and connect with audiences a unprecedented speed and depth.
Enabling Resonate and Targeted Storytelling, Product Innovation, and Brand Extension
With our GNP.AI platform, we enable you to interact in real time with Guiding Personas,™ AI-driven agents that see the world like your customer segments do, and can co-create storytelling, product innovation, and brand extension plans your customers will love and support.
Core Capabilities
Deep exploration of customer and employee populations to support:
Marketing & sales strategy
Product development & design
New market discovery, validation, and development
Brand extension
Messaging, positioning, and brand storytelling
Brand and experience differentiation in commodified industries:
Brand and product positioning based on human-centered insights
UI, UX, and CX feedback by segment
Communication audits for leadership, marketing, and management
Trust and loyalty analysis with targeted recommendations
Data activation and contextualization:
Segment-level interpretation of CRM, CDP, and first-party data
Integration of narrative context into behavioral analytics
Turning raw data into immersive understanding of your stakeholders’ lived experiences
When you see the world through your stakeholders’ eyes, you gain the ability to act with empathy, design with precision, and communicate with credibility.
How We Work
We combine qualitative depth with quantitative validation to deliver actionable insight:
Human-Centered Qualitative Methods:
Ethnography
Oral history
Naturalistic focus groups (in-facility, online, in-field)
In-depth contextual interviews
Immersive participant observation
Documentary-style storytelling
Conversation analysis
Social listening
Quantitative and Analytical Methods:
Surveys and scale development
Statistical modeling and segmentation
CRM/CDP integration and analytics
Machine learning and custom AI model development
Beyond Research
We also offer:
Strategic training for internal teams
Public insight-sharing (non-proprietary findings)
Keynote speaking, retreats, and virtual engagements
Our Purpose
To help organizations understand the human stories behind their data—why people think and behave as they do, and how brands can meaningfully connect with them. With this understanding, our clients build stronger relationships, deeper trust, and more lasting value.
Sample Client List
