Chairman’s Quiet Buy at $15.23 Signals Confidence Amid Social Media Buzz, Not Panic, at National Research Corp.

Chairman’s Latest Purchase Signals Confidence, Not Panic On January 5, 2026, National Research Corp’s chairman, Hays Michael D., added 9,145 shares of the company’s common stock at $15.23, raising his post‑transaction stake to 20,154 shares. The trade comes after a quiet period of no material insider sales and follows a modest 0.69% uptick in the share price that day. While the transaction itself is small relative to the company’s market cap of $408 million, the timing—right after a 19.56 % spike in social‑media buzz and a negative sentiment score of –8—suggests an attempt to counteract a temporary market wobble rather than signal a long‑term shift.

Insider Activity Remains Generally Bullish When viewed in the context of recent insider activity, Hays’ purchase is one of several buy trades executed by senior executives. In December 2025, EVP Helen Hrdy bought over 12,000 shares while simultaneously selling 11,244 shares at a higher price, indicating a balanced approach to portfolio management. More recently, a series of director stock‑option exercises in October 2025—John N. Nunnelly, Penny Ann Wheeler, and Donald M. Berwick—each realized 22,625 shares, underscoring a broader trend of equity acquisition among the board. These moves, coupled with the CFO’s 172,000‑share purchase in late September, paint a picture of executives who believe the stock is undervalued relative to the company’s long‑term growth prospects.

Implications for Investors For shareholders, the cumulative effect of these insider buys is a subtle signal of confidence that the current valuation is a buying opportunity. The company’s P/E of 25.39 is in line with peers in the health‑care services sector, and its recent quarterly earnings growth has kept the share price near a 52‑week high of $19.40. The chairman’s purchase—executed at $15.23, below the closing price of $19.30—demonstrates a willingness to pay a discount, potentially encouraging price momentum. However, the limited volume of the trade and the absence of any significant corporate announcements mean that the move should be viewed as a quiet endorsement rather than a catalyst for a breakout.

What’s Next for National Research? Looking forward, the company’s focus on survey‑based performance metrics positions it well to capitalize on the growing demand for data‑driven quality improvement in health care. Unless new strategic initiatives or regulatory changes alter the competitive landscape, insider buying is likely to continue at modest levels. Investors may want to monitor subsequent filings for any large‑scale option exercises or sales that could signal a change in confidence. For now, the chairman’s purchase—and the broader pattern of insider acquisitions—reinforces a narrative of steady, incremental growth rather than aggressive expansion.