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☐	Preliminary Proxy Statement
☐	Confidential, for Use of the Commission Only (as permitted by Rule 14a-6(e)(2))
☑	Definitive Proxy Statement
☐	Definitive Additional Materials
☐	Soliciting Material Pursuant to §240.14a-12

☑	No fee required
☐	Fee paid previously with preliminary materials
☐	Fee computed on table in exhibit required by Item 25(b) per Exchange Act Rules 14a-6(i)(1) and 0-11

	By Order of the Board of Directors NATIONAL RESEARCH CORPORATION



	Helen Hrdy Chief Operating Officer
Lincoln, Nebraska April 10, 2025

	Page

General Information about the Annual Meeting	1

Proposal No. 1 – Election of Directors	3

Corporate Governance	5

2024 Director Compensation	10

Report of the Audit Committee	11

Principal Shareholders	13

Proposal No. 2 – Ratification of the Appointment of Independent Registered Public Accounting Firm	15

Compensation Discussion and Analysis	16

Report of the Compensation and Talent Committee	26

Executive Compensation Tables	27

Proposal No. 3 – Non-Binding, Advisory Vote on Executive Compensation	36

Proposal No. 4 – Approval of the National Research Corporation 2025 Omnibus Incentive Plan	37

Independent Registered Public Accounting Firm	50

Miscellaneous	50

Appendix A – National Research Corporation 2025 Omnibus Incentive Plan	A-1

Director	Fees Earned or Paid in Cash⁽¹⁾		Option Awards⁽²⁾		Total

Donald M. Berwick	$	75,000	$	100,008	$	175,008

Parul Bhandari	$	75,000	$	100,008	$	175,008

Stephen H. Lockhart	$	75,000	$	100,008	$	175,008

John N. Nunnelly	$	100,000	$	100,008	$	200,008

Penny A. Wheeler	$	75,000	$	100,008	$	175,008

	Shares Beneficially Owned

Name of Beneficial Owner	Shares			% ⁽¹⁾
Directors and Named Executive Officers ⁽²⁾

Michael D. Hays		1,415,535	⁽³⁾		6.2	%
Helen L. Hrdy		87,264	⁽⁴⁾		*
Kevin R. Karas		59,965	⁽⁴⁾		*
Linda Stacy		—			*
Christophe Louvion		—			*
Jason Hahn		—			*
Donald M. Berwick		51,659	⁽⁴⁾		*
Parul Bhandari		42,448	⁽⁴⁾		*
Stephen H. Lockhart		44,481	⁽⁴⁾		*
John N. Nunnelly		87,904	⁽⁴⁾		*
Penny A. Wheeler		44,481	⁽⁴⁾		*
All directors, nominees, and executive officers as a group (twelve persons)		1,833,737	⁽⁵⁾		8.1	%

Other Holders
Common Property Trust⁽⁶⁾		8,609,601			37.8	%
Amandla LLC⁽⁶⁾		4,755,317			20.9	%
Common Property Trust LLC⁽⁶⁾		3,854,284			16.9	%
Patrick E. Beans⁽⁷⁾		10,585,664			46.5	%
Kayne Anderson Rudnick Investment Management LLC ⁽⁸⁾		3,059,916			13.4	%
BlackRock, Inc. ⁽⁹⁾		1,205,714			5.3	%

Name	Position
Michael D. Hays	Chief Executive Officer and President
Helen L. Hrdy	Chief Operating Officer⁽¹⁾
Kevin R. Karas	Former Senior Vice President-Finance, Chief Financial Officer, Treasurer, and Secretary⁽²⁾
Linda Stacy	Former Principal Financial Officer, Principal Accounting Officer, and Secretary⁽³⁾
Jason Hahn	Former Chief Revenue Officer⁽⁴⁾
Christophe Louvion	Former Chief Product Technology Officer⁽⁵⁾

Base Salary
Helen L. Hrdy	$	400,000
Kevin R. Karas	$	285,000
Linda Stacy	$	250,000
Jason Hahn	$	400,000
Christophe Louvion	$	400,000

Base Salary as a Percentage of Total Compensation
Michael D. Hays	69	%
Helen L. Hrdy	26	%
Kevin R. Karas	18	%
Linda Stacy	97	%
Jason Hahn	25	%
Christophe Louvion	20	%

Named Executive Officer	Threshold (TRCV of $144 million)	Target (TRCV of $149 million)	Maximum (TRCV of $154 million)
Michael D. Hays	$31,850	$47,775	$63,700
Helen L. Hrdy	$100,000	$150,000	$200,000
Jason Hahn	$100,000	$150,000	$200,000
Christophe Louvion	$100,000	$150,000	$200,000

Name/Form of Compensation	Termination without Cause or Resignation with Good Reason in connection with a Change in Control		Termination without Cause or Resignation with Good Reason		Death or Disability
Michael D. Hays
Accelerated Vesting of 2024 Option⁽¹⁾		—		—		—
Accelerated Vesting of Options other than the 2024 Option⁽¹⁾		—		—		—
Total		—		—		—

Helen L. Hrdy
Accelerated Vesting of 2024 Option⁽¹⁾		—		—		—
Accelerated Vesting of Options other than the 2024 Option⁽¹⁾		—		—		—
Payout under 2024 Long-Term Cash Plan		$8,862,000		—⁽²⁾		—⁽²⁾
Salary Continuation		$400,000		$400,000		—
Annual Bonus⁽³⁾		—		—		—
Total		$9,262,000		$400,000		—

Name and Principal Position	Year	Salary ($)		Bonus ($)			Option Awards ($)			Non-Equity Incentive Plan Compensation ($)		All Other Compensation ($)			Total ($)

Michael D. Hays	2024	$	127,400		—		$	55,000	⁽⁴⁾		—	$	2,462	⁽⁵⁾	$	184,862
Chief Executive Officer, President	2023	$	127,400		—		$	64,455			—	$	3,711		$	195,566
Chief Executive Officer, President	2022	$	127,400		—		$	49,527			—	$	4,246		$	181,173

Helen L. Hrdy	2024	$	397,788	$	3,539	⁽²⁾	$	1,138,000	⁽⁴⁾		—	$	6,559	⁽⁶⁾	$	1,545,886
Chief Operating Officer⁽¹⁾	2023	$	285,000		—		$	144,181			—	$	6,507		$	435,688
Chief Operating Officer⁽¹⁾	2022	$	285,000		—		$	110,792			—	$	6,305		$	402,097

Kevin R. Karas	2024	$	76,731		—			—			—	$	347,862	⁽⁷⁾	$	424,593
Former Senior Vice President- Finance, Chief Financial Officer, Treasurer, and Secretary⁽¹⁾	2023	$	285,000		—		$	144,181			—	$	7,417		$	436,598
	2022	$	285,000		—		$	110,792			—	$	7,814		$	403,606

Linda Stacy	2024	$	245,395		—			—			—	$	7,481	⁽⁶⁾	$	252,876
Former Principal Accounting Officer, Principal Financial Officer, and Secretary and Current Principal Financial Officer⁽¹⁾

Jason Hahn	2024	$	384,615		—		$	1,138,000	⁽⁴⁾		—	$	4,231	⁽⁸⁾	$	1,526,846
Former Chief Revenue Officer⁽¹⁾

Christophe Louvion	2024	$	376,923	$	350,000	⁽³⁾	$	1,138,000	⁽⁴⁾		—	$	7,571	⁽⁶⁾	$	1,872,494
Former Chief Product Technology Officer⁽¹⁾