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Research That Meets People Where They Are
We are the specialist fieldwork partner for seniors, caregivers, and healthcare professionals who support them — so decisions get made with real insight, not assumptions.
Who We Are
About Primana Insights
Primana Insights is a boutique market research fieldwork and moderation agency with a singular focus: seniors, caregivers, and the healthcare professionals who support them. We connect research teams with real people living the everyday realities of aging and caregiving — and we create the conditions for honest, nuanced conversations that lead to better decisions.
Our mission is straightforward: to make research with older adults and their ecosystems more respectful, more reliable, and more actionable. We believe the quality of a study depends not just on the questions asked, but on the care taken in bringing the right people to the table.

We don't just recruit "60+." We understand what it means to be an 84-year-old trying to stay independent — or a daughter managing appointments, medications, and late-night worries.
Our Foundation
A Story Built from Two Worlds
Primana Insights emerges from the intersection of professional insight generation and day-to-day senior care — a combination that shapes everything we do.
1
It Started at 17
Our founder was making market research calls for a global insights company — headset on, script in front of her, dialing households on quiet Sunday afternoons. That "just a job" became on-the-ground training in listening, probing, and hearing what people mean, not just what they say.
2
A Career in Insights
That early experience led to a full career in market research, supporting projects where data shaped decisions for major brands and organizations. She launched her own fieldwork company to bring that same rigor to life on her own terms.
3
Then Life Shifted
As older family members needed more support at home, she found herself on the other side of the system — navigating care, advocating, and seeing first-hand how inconsistent services could be for seniors and their families.
4
Hope At Home Care
That experience led to the launch of Hope At Home Care, a woman-owned home care company serving older adults and families across New Jersey — bringing operational empathy to a system that needed it.
5
Primana Insights is Born
The intersection of professional research expertise and lived caregiving experience created something new: a fieldwork partner that understands aging not just as a demographic, but as a human reality.
What We Believe
Principles That Guide Every Project
Our approach to fieldwork is shaped by values formed at the intersection of research rigor and caregiving experience.
Seniors Deserve Better Than "Hard to Recruit"
Older adults are often labeled "difficult" or "low incidence." In our experience, they show up and share deeply when approached with clarity, respect, and flexibility. We design recruiting, screeners, and study logistics that fit their realities — not just our timelines.
Caregivers and HCPs Are Part of the Same Story
Family caregivers, nurses, physicians, home health aides, social workers, and care coordinators carry essential insight into the systems surrounding aging. We treat them as core audiences — recruited and moderated with the same intentionality as seniors themselves.
Good Fieldwork Is Good Care
The same principles that make for excellent home care — listening, consistency, reliability, follow-through — also make for excellent fieldwork. When participants feel safe, heard, and respected, clients get richer, more usable insight.
Our Services
How We Work With Your Team
We support research agencies, consultancies, and in-house insight teams across the full arc of a study — from first recruitment brief to final debrief. You bring the research objectives. We bring the people, the process, and a grounded understanding of aging and care.
Senior & Caregiver Recruiting
Recruiting that balances feasibility with nuance — life stage, living situation, health status, technology comfort, and caregiver relationship type. We go beyond age brackets to find the right voices.
Healthcare Professional Recruiting
Targeted recruiting across roles connected to aging and long-term care — physicians, nurses, home health aides, social workers, care coordinators, and beyond. We understand their professional context and time constraints.
Expert Moderation
Moderation that adapts to each audience's pace, language, and emotional context. Our approach creates psychological safety that unlocks honest, layered responses — especially on sensitive health and care topics.
Full Project Management
End-to-end coordination that anticipates accessibility needs, scheduling constraints, and the realities of participants' lives — so studies run smoothly and nothing falls through the cracks.
Our Approach
What Makes Our Fieldwork Different
Accessibility-First Design
Every study element — screeners, scheduling, materials, and session format — is designed with accessibility in mind. We account for cognitive load, hearing and vision considerations, technology comfort levels, and transportation realities before they become barriers.
Empathetic Engagement
We approach every participant with the understanding that their time and story are valuable. This means clear, jargon-free communication, flexible scheduling, and moderation that honors the emotional weight of topics like health, loss, and independence.
Rigor Without Rigidity
Our background in professional market research means we hold quality standards seriously — incidence, screener accuracy, show rates, and data integrity. Our caregiver experience means we know when to adapt protocol to serve the participant and the insight.
Meet the Founder
The Person Behind the Work
Founder & Principal
Our founder, Brenda Hope, brings a rare combination of credentials to this work: hands-on experience in marketing and market research, the operational knowledge of running Hope At Home Care — a woman-owned home care company — and the lived experience of being a long-term family caregiver herself.
That combination isn't incidental. It's the foundation of everything Primana Insights does.
"I started Primana Insights because I've been in all three seats: the researcher, the caregiver, and the family member watching an older loved one navigate an imperfect system. My goal is to make research with seniors and caregivers feel less like a transaction and more like a meaningful conversation that leads to better decisions."
Our Commitment
Trust, Compliance & Ethics
At Primana Insights, we work with audiences who deserve particular care: older adults, family caregivers, and healthcare professionals. Our commitment is simple: every study we run must protect participants, respect their time, and meet or exceed industry standards for privacy and ethics.
Participant Dignity and Safety
We treat every senior and caregiver as a person first, not a data point. This means clear, plain-language explanations of study involvement, the right to withdraw at any time, and extra attention to signs of fatigue or distress. For vulnerable adults, we take additional care with consent.
Privacy and Data Protection
We handle participant information as carefully as we would want our own families’ data to be handled. Personal details are collected only when necessary, stored securely, and access is limited. We de-identify data wherever possible and never sell participant information.
Informed Consent and Communication
Informed consent is a conversation, not just a form. We use clear, jargon-free language to describe purposes, procedures, risks, and benefits. Our moderators and recruiters are trained to check understanding, invite questions, and treat consent as an ongoing process.
Fair Incentives and Accessibility
We design incentives and logistics with fairness and access in mind. Incentives are explained upfront and paid promptly. Session locations, times, and formats are chosen considering mobility, hearing, vision, energy levels, and caregiving responsibilities.
Professional Standards
Primana Insights aligns its work with recognized professional and industry standards for research ethics and data protection. For projects requiring additional oversight, we collaborate closely with client teams to ensure full compliance.
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