Audience research
A deeper understanding of who you serve
Throughout the year, each track brings new audience research, live focus groups, and expert interviews, delivered in ways to help your team gain traction with the new insights.
Choose your track
Choose the audience you most need to understand.
Consumers
How faith shapes what people buy, watch, and trust.
For brands, publishers, media, tech and retail.
The lens on Christian buying, media, and behavior — for anyone selling to or serving Christians.
Modules this year
- Filmed Entertainment & the Christian Consumer
- Leveraging Influencer Marketing for Impact
- The Power of Moms
More modules to be announced soon
Donors
What moves people to give, and what is starting to shift.
For nonprofits, ministries and fundraising agencies.
Generosity motivations, channel behavior, and the early signals of change in Christian giving.
Modules this year
- Women & Generosity
- Engaging the Next Generation of Donors
- AI & the Future of Fundraising
More modules to be announced soon
Leaders
What pastors and nonprofit execs are navigating today.
For anyone serving pastors, churches and Christian nonprofits.
The pressures, priorities, and decisions shaping church and Christian nonprofit leadership right now.
Modules this year
- Thriving While Leading Under Pressure
- The Rise of AI & How It's Shaping Your Team & Your Mission
- The Future of Denominations
More modules to be announced soon
Next Gen
Teens and young adults, in their own words.
FOR ORGANIZATIONS SEEKING TO UNDERSTAND & SERVE TEENAGERS & YOUNG ADULTS
Original insight into the lives, faith, and priorities of teens and young adults.
Modules this year
- Unlocking the Mindset & Motivations of Gen Z & Gen Alpha
- The Surprising Gender Gap Among Young Adults & Why It Matters for Your Mission
- The Rise of AI and the Future of Education
More modules to be announced soon
Core research
Included with every membership.
Led with the researchers and leaders shaping the conversation — released through the year and revealed in full at the Summit.
The Rise of AI
Carey Nieuwhof
Trends in AI, and how it is influencing faith, work, and ministry.
Faith Trends & Spiritual Renewal
David Kinnaman
What's shifting in how Americans believe, practice, and belong.
Evangelicals Today
Walter Kim
A landmark study of who they are, what they believe, and where they're going.
The Room
Live focus groups with your audience track.
Barna recruits and moderates. You bring the questions your leadership keeps arguing about. Your team sits in, hears real people answer in their own words, and leaves with language you can use the next morning.
- Recruited to your audience track, screened by Barna researchers
- Your questions in the guide, submitted ahead of the session
- Full recording, transcript and a findings memo afterwards
- Included with every membership level
The Consult
Your project, our researchers.
Platinum members put a Barna research team on a live problem: a campaign that has to land, a category you're entering, a strategy the board wants defended with data. We scope it with you, run the analysis, and sit in the room when the decision is made.
See what's includedScope
A working session to define the decision and the evidence it needs.
Analysis
Custom cuts of Barna data, plus new fielding where the answer isn't there yet.
Delivery
A findings session with your leadership — recommendations, not just charts.
Get started
Ready to put real audience research behind your decisions?
Tell us who you serve and what you're deciding this year. We'll recommend the track and the membership level that fit.