National Research : 2021 Annual Report/ Proxy Statement

Company Profile

A company can be described in a variety of ways including the industry it serves, its product, service, or even size.

However, at its core, every organization is a collection of its associates. Listed below is who we are.

Carling Adams	Corry Caouette	Travis Ficken	Dorothy Hu	Jamison Luther	Emy Pandoff	Carla Steadman
Veronica Adekile	June Captain	Micaela Fikar	Ming Huang	Ken Lynch	Kayla Papazian	Amber Steffen
Junayed Ahmed	Jenna Carlson	Brian Finck	Dena Hughes	Manasa Madabhushi	Caleb Parker	Andy Steffen
Lindsey Akiyama	Karol Carlson	Lauren Fix	Ada Hui	Linda Magin	Cate Parrish	Jenelle Stein
Sophia Ali	Kathy Carroll	Coleman Fleming-Dumas	Greg Humlicek	Greg Makoul	Shilpa Patel	DeAnn Stephan
Ben Allemann	Mary Ann Castillo	Aliya Flores	LaDonna Humphrey	Laine Makoul	Sheri Patterson	Jake Stephens
Karen Althouse	Joanna Castro	Jane Flores	Katie Hunke	Nathan Marra	Shane Patterson	Erin Steuben
Tracy Alward	Erin Cerretta	Michelle Folken	Brandon Hurley	Brad Martins	Connie Pautz	Joel Steuben
Eliot Anderson	Isak Chai	Kami Fox	Elisabeth Hurst	Austin Martz	Jordan Pedersen	Jackie Stevens
Ellie Anderson	Thadd Chastain	Travis Freeburg	Tharziv Ilangovan	Jake Mastera	Heidi Peirce	Stan Sticka
Mike Anderson	Samantha Cheek	Ben Frodyma	Camille Jackson	Corey Matejka	Kathryn Peisert	Lisa Stolzenburg
Kathy Anstine	Stella Chen	Sarah Fryda	Jessica Jahen	Jamie Matthews	Christa Peters	Abby Stonehocker
Holly Antonson	Anna Chitepu	Jing Fu	Todd Jarchow	Bridget Matthiessen	Michelle Peters	Lindsay Stoner
Hannah Arington	Bryan Christiancy	Oscar Galindo	Jamie Jensen	Larry Mayer	Dana Petersen	Ryan Stoner
Vaida Armanaviciute	Bailey Christy	Cortney Galvin	Daniel Jo	Shannon McCann	Elizabeth Phillips	Melissa Summers
Jess Arter	Jared Chulufas	Michelle Rubio	Jean Johnson	Jennifer McCready	Spencer Phillips	Natalie Summers
Test Associate	Brianne Clark	Alex Gerch	Katie Johnson	Jo Mcelwain	Tyler Phillips	Dana Svehla
Rachel Ayalon	Alayna Clouston	Tim Gerken	Mariah Johnson	Jen McHargue	Sara Pickrel	Sean Swanson
Michelle Bachman	Kim Clouston	Jeff Gill	Nygel Jones	Laura McLeod	Abby Plybon	Jon Tanner
Suzanne Baidoo	Sam Cole	Dave Gilsdorf	Jamie Jorgenson	Maggie Mendoza	Joseph Vanlon	Kim Taruc
Desarie Ball	Kirsten Coniglio	Andy Glenn	Kayce Kahl	Simeon Menso	Devika Pondicherry	Megan Taruc
Cindy Ballow	Alyssa Conn	Candi Glover	Kathy Kalkwarf	Jason Messerli	Bailey Pons	Jake Tegler
Emily Barker	Kelsey Cook	Geeta Goenka	Ryan Kalkwarf	Amber Meyer	Elliot Presnell	Allison Thomas
Jackie Barnhart	Tim Cook	Eddie Gonzales	Mel Kamm	Lindsay Meyer	Molly Preston	Sean Thomas
Jason Barry	Heather Costa-Greger	Aislinn Goodrich	Kevin Karas	Emilio Meza	Taylor Price	Donalee Tillitt
Nick Bartholomai	Teresa Costello-Raddatz	Sarah Gordon	Kris Karolkiewicz	Joe Michalski	Abby Protzman	James Tobey
Steve Barton	Denise Cousino	Toya Gorley	Dana Kearse	Amanda Mickle	Lin Quach	Mia Tompkins
Anna Bates	Ken Cousino	Jenny Grant	Whitney Keirns	Missy Middleton	Jona Raasch	Eugene Tong
Allan Bautista	Joshua Cowan	Jenna Grell	Kevin Kelly	AJ Miller	Zac Rabe	Leslie Tristan
Amanda Beardsley	Chase Craddock	Patrick Griffin	Madeline Kelly	Ian Miller	Zaidee Rada	Shayla Underwood
Rachel Beavers	Karla Cram	Abbie Grim	Triet Khuc	Matthew Miller	Judy Radford	Fernando Urena
Heidi Behrens	Brad Crockett	Lydia Grossenbacher	Kagan Kiesel	Nolan Miller	Cydnee Rand	Ashlee Uttecht-Lierman
Nick Beiermann	Melissa Cummings	Meghan Gull	Kate Kimmons	Lisa Minchow	Angie Rauner	Marci Vander Tuig
Jocelyn Belden	Ainslee Curtis	David Gutgesell	Abby Kincanon	Yuri Miranda	Ashley Read	Teresa Rodriguez
Cindy Bell	Jessie Daake	Ashley Haas	Alicia King	Cami Mitelman	Ryan Real	Ismael Vasquez
Sara Bennett	Pat Dabney	Candis Hager	Shawnelle King	Kade Mohrman	Elizabeth Reid	Mike Vaughn
India Bercey	Kathleen Damme	Marty Hager	Sam Kingsley	Sheena Mommens	Luisa Restrepo	Priya Visweswaran
Miguel Betancourt Soto	Jake Daniel	Ted Hailer	Mike Koh	Addie Mortensen	Aulii Reyes	Gunter Voelker
Daniel Beuses	Rob Davis	Dan Halverson	Bill Kossack	Ken Morton	Dylan Ritchie	Mary Volkmer
Dan Biggs	Greg Deakins	Rachel Hamilton	Pete Kostelnick	Shelly Morton	Samantha Roach	Vicki Vopalensky
Tia Black	Ashlee Deeds	Tracy Hanger	Glenn Kramer	Laura Moulton	Karen Robertus	Kayla Wagner
Tracy Black	Tyler Dempsay	Hailey Hanlin	Annie Krein	Archana Muduganti	Andre Rodrigues Ferreira	Jessica Walters
Stephanie Blodgett	Zoe Deoudes	Andria Hannula	Katie Kriegler	Kathy Mummert	Rachel Pollreis	Evelyn Wang
Cody Bodfield	Lauryn Dermit	Jon Hanseling	Michelle Kruse	Ana Munoz	Kim Ruff	Maxia Webb
Kasy Bodfield	Sam Desh	Dave Hansen	Justin Kubick	Chloe Murphy	Tiffany Ryck	Sam Weis
Jeff Bogner	Lauri Dettmer	Courtney Harper	Billy Kuehn	Luanne Murphy	Judd Salem	Tiffany Weitzenkamp
Ava Bohlender	Julie Diaz	Ryan Harpham	Nate Kumwenda	Molly Murphy	Ashley Santos	Andie Westling
Ryan Bondegard	Jennifer Dietze	Malik Harrison	Brian Kvapil	Kaitlyne Nash	Sarah Satre	Deb Weyers
Shweta Borate	Ryan Donohue	Tom Hart	Erin Lachey	Andrew Nelson	Mitchell Scheuler	Connie White
Jon Boumstein	John Dorn	Shannon Hasemann	Bridget Lamb	Pam Nelson	Nathan Schmitz	Michele Whitehouse
Kassandra Braaten	Anthony Dornacher	Kylee Hasenauer	Andy Lambert	Sara Nelson	Kelsey Schneider	Madison Whitmill
Lindsey Bradley	Katie Douglas	Ryan Hatt	Heather Lannin	Taylor Nelson	Wes Schoenfelder	Jenny Wieseler
Nick Brandt	Mike Dowd	Kirsten Hattan	Lindsay Laug	Tristen Nelson	Rana Schreiber	Karen Wilken
Nicki Bratten	Connor Drake	Renee Hauser	Bridget Leake	Taylor Neuhalfen	Justin Schuerman	Holly Wilkinson
Leanne Bristol	Austin Edstrom	Britt Hayes	McKenna Lee	Emma Newcomb	Ashley Schultz	Minon Wilkinson
Dawn Brock	TJ Ehlers	Shannon Hayes	Bonny Lehmer	James Newton	April Schulz	Tanner Wilkinson
Erin Brodhagen	Sara Ehnes	Mike Hays	Jia Li	Emily Ngo	Hannah Schwanebeck	Joshua Willey
Ryan Broker	Zane Ehnes	Kipp Heidtbrink	Christina Liendro	Jennifer Nguyen	Tawna Schwarz	Brinn Williams
Tyler Brothers	Matthew Elliott	Marypat Heineman	Garth Lienemann	Joan Niemann	Josh Sexson	Melissa Williams
Jenn Brown	Jill Ellis	Becky Hergert	Richard Lierman	Courtney Nitzel	Maggie Sexson	Sara Winchell
Sandrina Brown	Jhordan Elsberry	Bret Hermsen	Sheri Life	Courtney Nore	Mary Shaw	Daniel Windham
Dustin Bruce	William England	Jimmy Hilaire	Sarah Linn	Keshia Norris	Evan Sheaff	Rob Wirth
Bergen Bruhn	Matt Engler	Darius Hill	Tom Lipari	Adam Northrup	Ben Shelton	Kendall Witt
Dawn Brunke Helmstadter	Joe Epperson	James Hill	Kaili Little	Roxana Novoa	Grant Shinn	Emilie Wohlers
Jenny Brunke	Jon Ergun	Orlando Hill	Lu Liu	Oksana Nupreichyk	Liz Shotkoski	Jessie Wolfe
Helen Bruns	Andy Essink	Deb Hinds	Anne Loethen	Bethann Oberlander	Kenzy Showalter	Alissa Wood
Katie Bruss	Maggie Essink	Carmen Hinseth	Scott Logan	Breanna Obermier	Evan Shuey	Kelli Woods
Haley Bucknell	Hanna Estep	Danny Hipskind	Justin Longnecker	Tim O'Brien	Jessi Sims	Miranda Wotipka
Tyler Burbach	Jared Eubank	Nick Hodge	Michelle Lopez	Laura Olinger	John Sinco	Joe Xiao
Brett Burkard	Heather Evans-McCullock	Bryony Hokanson-Jack	Rocio Lopez	Drew Oliver	Hannah Skiff	Josh Yeoman
Julie Busekist	Cris Ewell	Jason Holm	Amanda Loseke	Levi Olson	Ted Smidberg	Ian York
Kenzie Busekist	Jillian Fast	Alaia Holmes	Pam Luciano	Tony Ong	Jay Smith	Ilze Young
Chris Butler	Ashley Felker	Trevor Holmes	Greg Ludvik	Tim Ottersburg	Shak Sobuj	Jon Young
Sarah Callicoat	Beki Ferguson	Kaitlyn Hopkins	Megan Luebke	Shravanya Palavarapu	Jake Sola	Anita Yu
Allison Camm	Laura Fiala	Kim Houle	Katrina Lupsiakova	John Palmer	Drew Soukup	Natalia Yunge Ossenkop
Nick Canino	Bobbie Ficken	Helen Hrdy	Adrienne Lurvey	Justin Palmer	Linda Stacy	JP Zuhur

Annual Meeting

The annual meeting of shareholders will be held on May 18, at 3:00 p.m. Central Time, live via the Internet atwww.virtualshareholdermeeting.com/nrc2022.

Dear Fellow Owners:

Behind each of us is a story. Stories that, when understood, can be a game-changer for patients and providers alike.

Care teams understand over 10,000 medical conditions that can impact us, yet rarely are medical professionals equally empowered to understand their patients' fears, behaviors, and preferences-the keys to opening the door and delivering better healthcare. The following is one real-life example of the powerful impact that Human Understanding™ is having on care.

Early in the doctor's career, he met a patient who loved to ride Harleys. Understanding how many times a week the patient had been riding became the barometer for their health. The doctor started every visit with, "How often have you been riding your Harley?" More than a couple times a week, health was good. If less, the conversation centered on what wasn't allowing them to ride and what could be done to get them back riding. Uncovering and understanding this patient's passion increasingly shaped a personalized care plan and devoted adherence.

This doctor has spent the past years wondering, "How do I figure out what every patient's Harley is?"

What if every caregiver really understood, personally, those whom they served? How much would each patient's health improve? Would clinician burnout be replaced by a renewed joy of practice? Would the fundamental mission of healthcare be consistently fulfilled? I encourage you to learn more how your Company, NRC Health, is impacting each of these questions by enabling health systems to deliver truly personalized care powered by Human Understanding.

Sincerely,

Michael D. Hays

CEO and Fellow Owner

[This page intentionally left blank]

NATIONAL RESEARCH CORPORATION

D/B/A NRC Health

NOTICE OF ANNUAL MEETING OF SHAREHOLDERS

To Be Held May 18, 2022

To the Shareholders of

National Research Corporation:

NOTICE IS HEREBY GIVEN that the Annual Meeting of Shareholders of National Research Corporation will be held on Wednesday, May 18, 2022, at 3:00 P.M., Central Time, via the Internet atwww.virtualshareholdermeeting.com/nrc2022, for the following purposes:

1. To elect two directors to hold office until the 2025 annual meeting of shareholders and until their successors are duly elected and qualified.

2. To ratify the appointment of KPMG LLP as our independent registered public accounting firm for 2022.

3. To conduct an advisory vote to approve the compensation of our named executive officers as disclosed in the accompanying proxy statement.

4. To consider and act upon such other business as may properly come before the meeting or any adjournment or postponement thereof.

The close of business on March 21, 2022, has been fixed as the record date for the determination of shareholders entitled to notice of, and to vote at, the meeting and any adjournment or postponement thereof.

A proxy for the meeting and a proxy statement are enclosed herewith.

By Order of the Board of Directors NATIONAL RESEARCH CORPORATION

Kevin R. Karas

Secretary

Lincoln, Nebraska

April 7, 2022

Important Notice Regarding the Availability of Proxy Materials for the Shareholder Meeting To Be Held on May 18, 2022. The National Research Corporation proxy statement for the 2022 Annual Meeting of Shareholders and the 2021 Annual Report to Shareholders are available atwww.proxyvote.com.

YOUR VOTE IS IMPORTANT NO MATTER HOW LARGE OR SMALL YOUR HOLDINGS MAY BE. TO ASSURE YOUR REPRESENTATION AT THE MEETING, PLEASE DATE THE ENCLOSED PROXY, WHICH IS SOLICITED BY THE BOARD OF DIRECTORS, SIGN EXACTLY AS YOUR NAME APPEARS THEREON AND RETURN IMMEDIATELY.