What We Do

Research

We’re experts at learning about your customers and defining what makes them tick.

Desk Research & Lit Reviews

We review the research, content, and strategies developed by and for our clients. We then create a synthesis and recommendations; our clients one-stop takeaway to understand what they have and what it means.

Quantitative Research

We design and deploy internal and external surveys to understand demographic and psychographic audience makeup, highlight current perceptions, spotlight key differentiators, and unveil marketing opportunity areas.  

Qualitative Research

We find and secure even the most niche audiences for focus groups or one on one interviews. We use what we learn to inform our quantitative approach or add additional insights to survey data. 

Workshops

As trained journalists and facilitators, we conduct hypothesis workshops that successfully help teams level-set assumptions about competitors, audiences, and opportunities.

Landscape & Gap Analyses

We identify comparative, competitive, and aspirational brands reaching our clients’ key audiences and study them to determine whitespace marketing opportunities.

Segmentation & Personas

Our demographic and psychographic personas spotlight a brand’s highest-opportunity audience segments. These personas are specific and actionable for smart decision-making.

Research Specialties

CX & Field Research

We meet customers where decisions get made — at the rental counter, on the platform, in the aisle, on the call. Program 11 designs and runs customer experience research across markets and modalities, combining large-scale surveys with field intercepts, video diaries, employee interviews, and journey mapping. What you get back is not a list of complaints but a structured read of how your customers move through your category, what they're deciding moment to moment, and where friction is costing you.

Consumer Boards

When a brand needs more than a snapshot, we build standing consumer boards — vetted, recruited cohorts of your priority customers, prospects, or category skeptics, available to answer questions on demand and across months. Members respond through video, micro-surveys, and prompts that meet them inside actual decision moments, and each round of input compounds the last, so attitudes, language, and behavior come into sharper focus the longer the board runs. Program 11 manages recruiting, questions, and synthesis, and returns the story your team can act on — not a dashboard you're left to interpret on your own.

Disability and Accessibility Research

Program 11 has a specialty in disability and accessibility audiences. We’ve worked closely with government programs and non-profits to find and survey those living with physical disabilities, and those who have mental health needs. Our research has supported the development of programs for CalABLE, the Special Olympics, and the Mental Health Services Act.

Pre- and Post- Campaign Impact Studies

Creative ad campaigns can engage audiences, but it takes an outside view to confirm whether these campaigns worked. Agencies and brands partner with Program 11 as a neutral third party to answer the key question: did that campaign work to move minds? Deepen affinity? We source audiences, deploy surveys, conduct interviews, and deliver clear, actionable reports. This research helps our clients track media KPIs (both offline and online channels) and campaign KPIs (impact and effectiveness).

Brand Awareness and Affinity Tracking

We perform multi-dimensional longitudinal research to assess familiarity, perception, and brand affinity. Program 11 brand trackers include comparative measures of brand awareness for competitors, consumer perception, and employee voice scores (through internal surveys). Our resulting reports identify attributes, sentiments, and preferences associated with your brand.

Featured Research Case Studies

We also do strategy, branding & positioning, and content & creative.