Frequently Asked Questions

What is Penta Insiders?

Penta Insiders is part of Penta Group, a leading advisory firm providing specialized insights for policymakers, industry leaders, and other high-level influencers.

What is Penta Group?

Penta Insiders surveys and interviews over 3,500 policymakers across all levels of government each year. We use this feedback to provide advocates with a comprehensive understanding of how policymakers define productive and mutually beneficial advocacy. Founded more than 10 years ago as part of National Journal, we were known as Ballast Research before becoming Penta Insiders. We are a non-partisan research firm that started with the mission to improve policy conversations by providing candid, anonymized feedback from policymakers to government relations professionals and other leaders. We’re expanding to connect and share insights across other high-level groups, such as investors and CEOs, fostering a broader community of top opinion leaders.

What are your research methods?

Penta Insiders’ research methods include our annual flagship survey and qualitative interviews. Both approaches allow policymakers to provide confidential feedback to advocates about their engagement. We then share our analysis with both policymakers and government relations leaders who are best positioned to leverage the insights.

  • Survey: Policymakers provide input on advocate engagement across 10 key drivers of effectiveness, including credibility, influence, and level of engagement. We then rate an organization’s findings against its peers to contextualize its overall reputation and approach. Ultimately the aim is to illuminate best practices, new opportunities, and advocacy trends.
  • Interviews: Qualitative, in-depth interviews, allow policymakers to provide anecdotal and comparative feedback, informing our case studies, best practices, and targeted advocacy recommendations.
  • Results: At the end of each research cycle, we share our analysis with the policymakers who participated in the study and those best positioned to act on the insights — typically government relations leaders.

How do you protect my privacy?

Your privacy is our priority. To foster honest and candid feedback, participation in our research is completely confidential and not for attribution. We only report results in aggregate form, including anonymized quotes where relevant.