Prime Group is a full service opinion research and message development company.

For 25 years we have helped some of the most successful organizations in the world discover the messages that change the hearts and minds and the behavior of the people most important to their success. 

We believe that sound research is simply a matter of asking the right people the right questions in the right way.

The Right People (Sampling)

Prime Group can reach whomever you need to reach- general population, opinion leaders, government decision makers and influencers, association members, donors, and C-Level business decision makers, among others.

The Right Questions (Content)

Every research project is unique but typically we explore; awareness, baseline opinion, most effective messages and combination of messages, and most effective messengers.

The Right Way (Methodology)

We pride ourselves on rigorous and innovative methodology- particularly new and better ways to discover the most effective messages to move audiences. In addition to our M3 message-testing we also offer all traditional research methodologies- in depth interviews, focus groups, ethnographic research, phone surveys, and online surveys.

Click here for Prime Group's article on Online vs. Telephone survey sampling.


Every single Prime Group project is handled personally by company founder Greg Schneiders, with 35 years of research and communications experience including service in the White House and the U.S. Senate, and Wen-Tsing Choi, with 17 years of research experience including 14 at Prime Group. It doesn’t matter if you are our largest or smallest, our best-funded or a pro bono client, you will have our full and personal attention to every aspect and every detail of your project. We guarantee it.  

Message Research & Development

Knowing what your key audiences know about you, your brand, your competition, and your issues is important. But knowing how to change their minds, their hearts, and their behavior is the key to your success. Prime Group has developed a unique online message-testing methodology that offers a level of precision, differentiation, and strategic guidance never before possible. 

M3 is a "forced choice" methodology based on the Maximum Difference Scaling (MaxDiff) platform. Respondents choose the "best" and "worst" messages from a series of screens resulting in thousands of data points yielding extreme precision and differentiation. 

The back-end algorithms produce a precise "persuasion score" for each message and a "reach analysis" showing which messages work best together to reach the largest audience. 

The end result is a great deal of confidence that a communications campaign is based on the most compelling messages which, in turn, produces uncommon message discipline within an organization. And that means whatever resources are deployed will have maximum impact with the targeted audiences and will most increase the likelihood of success. 

Insider Panels

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Many Prime Group clients need to explore awareness, opinion, and response to messaging among federal, state, and local government decision makers and influencers. To address this need, Prime Group has developed panels of Federal, State, and Local Insiders. These individuals hold high-level positions in government, trade associations, law firms, lobbying firms, think tanks, and academia. All deal daily with public policy issues. Many at the federal level have held congressional or executive branch positions. They serve as an excellent proxy “sounding board” – reflecting the kind of opinion and judgments held by those currently serving in high-level government positions.  

Cooperative Research Program

Prime Group's Cooperative Research Program (CRP) is for organizations with many institutional members- franchises, trade associations, non-profits, and others. CRP allows the parent organization to offer its members very high quality, professionally developed and analyzed research at a fraction of the cost of a custom research program. 

CRP provides an economy of scale- a single survey instrument, unified data collection, and standardized reporting customized for each institutional member.

In addition to having reliable results for their individuals markets, the members are also able to compare their results to the benchmark of all other participating members.

The parent organization has access to the aggregated responses and is able to offer their members an additional benefit in the form of high quality research at a low price.



Greg Schneiders founded Prime Group in 1990. Greg's long career in research and strategic planning included serving as Director of Communications in the White House and for the Democratic leadership in the U.S. Senate. He has also led the communications efforts for several presidential campaigns.

As CEO of Prime Group, Greg has advised hundreds of political, corporate and non-profit clients on research-based communications strategy. These have included the U.S. Department of Education, MetLife, The China-U.S. Exchange Foundation, LinkedIn, UnitedHealth Group, UPS, LabCorp, TransCanada, The U.S. Golf Association, and The Robert Wood Johnson Foundation. 

Greg holds a degree in philosophy from Georgetown University and has taught political communications at Georgetown's School of Foreign Service and the University of Pennsylvania. He has been a frequent speaker on politics and communications and has contributed commentary and columns to The Washington Post and The Wall Street Journal among other publications.

Greg lives in Washington DC with his wife, Marie, and has two grown sons, Luke and Nate.  



Wen-Tsing is the Senior Vice President of Research and Analytics and manages Prime Group's West Coast operations. He oversees all primary research activities for the company, designing and executing research to provide useful strategic counsel for clients. He also develops new cutting-edge research approaches such as Prime Group's M3 message-testing methodology. Wen-Tsing has over fifteen years of experience in quantitative and qualitative market research and consulting with a focus on online research and advanced techniques such as MaxDiff and conjoint analysis. A few of the clients he has advised include The Association of Zoos and Aquariums, The China-U.S. Exchange Foundation (CUSEF), The Chesapeake Bay Foundation, Colonial Williamsburg, Imagine No Malaria, McLean Bible Church, and Rice University.

Prior to joining Prime Group Wen-Tsing worked at Knowledge Networks, where he managed online polling including the "public pulse" projects (nationwide online dial tests) that featured prominently on the CBS Evening News throughout the 2000 general election. Wen-Tsing received his master's degree in public policy from Georgetown University, and his bachelor's degree in economics from the University of California at Davis. 

A Northern California native who spent two decades in Washington DC, Wen-Tsing now lives in Los Angeles with his wife and three children. 



Christopher Falcone is a Research Analyst for Prime Group. His responsibilities include project data analysis, company marketing tactics, and client management and development. Prior to joining Prime Group Christopher worked at the Social Science Research Center in Norfolk, Virginia where he coded surveys and analyzed survey design/techniques for major statistical projects such as; The Annual Life in Hampton Roads Survey, The Legislative Sea Level Rise Survey, and The Annual New Hampshire Public Mental Health Consumer Survey.

Christopher received his master's degree in applied sociology and bachelor's degree in sociology and criminal justice from Old Dominion University. Additionally, he wrote and published a master's thesis on behalf of Old Dominion University in which he measures the strength of social bonds in preventing at-risk youth from engaging in delinquent and law violating behavior. 

Born in California and raised in New Jersey, Christopher now resides in the Washington metropolitan area.