Heather Flaherty Bio
Heather Flaherty is an established healthcare market research professional with over 20 years of expertise in both qualitative and quantitative methodologies. Her career spans multiple therapeutic areas, with a particular focus on rare diseases, where she has spent a decade advocating for patient-centric approaches in product and program design. Heather has presented her research at prominent conferences, including Global Genes and Intellus Worldwide, and co-authored a whitepaper on optimizing clinical trial design in rare diseases.
Heather is also a co-founder of Level 5 Insights, a women-owned consultancy that specializes in primary healthcare market research. At Level 5, we are committed to understanding lived experiences as a powerful tool for improving equitable access to care. Our research is intentional, empathetic, and designed to make a positive impact on the lives of people everywhere. This is why “inclusion” and “intention” are two of our guiding principles.
Heather holds an MLIS from Drexel University and a BA from Temple University. Beyond her professional work, she is deeply committed to community service and holds leadership roles on various boards in Upper Moreland, Pennsylvania.
A Discussion with Heather Flaherty
What inspired you to co-found Level 5 Insights, and how do you see it advancing patient-focused market research practices?
Level 5 Insights was born out of the shared experiences of my partners and me, as we saw how traditional market research often failed to capture the raw, unfiltered stories that shape real lives. We wanted to create something different—something that goes beyond ticking boxes to amplify patient voices truly. Together, my co-founders and I built this company on a shared belief that empathy, intention, and inclusion aren’t just ideals; they’re the core of meaningful and impactful research.
Our tagline, "Research with Purpose," isn’t just a slogan; it’s our mission. We’re committed to pushing boundaries by prioritizing lived experiences, designing methodologies rooted in empathy, and creating actionable insights that drive change. At Level 5, we’re not just collecting data; we’re advancing patient-focused practices to improve health outcomes and make equitable care a reality.
How does your focus on rare diseases influence your approach to market research compared to other therapeutic areas?
Working in rare diseases is like exploring uncharted territory—small patient populations, high unmet needs, and complex challenges make every project unique. Many rare diseases disproportionately affect children and carry heavy emotional and logistical burdens. Listening to parents who’ve lost children or who are fighting for better treatments drives home the urgency of this work.
Rare disease research demands more than a cookie-cutter approach. We build deep connections, collaborate with advocacy groups, and design studies that immerse our clients into patients’ and their families’ lived realities. This isn’t just about numbers; it’s about walking in patients’ and caregivers’ shoes to uncover insights that lead to meaningful interventions. Our work in rare diseases sets a gold standard for empathy and inclusion that influences how healthcare research is conducted more broadly.
What steps do you take to ensure that the market research projects you take on are truly patient-focused and community-centric?
We believe that the best research starts by listening, not assuming. That’s why we partner with patient advocacy organizations and community leaders to co-design our research processes. Whether we’re testing screeners or running interview pilots, we gather diverse input and refine every step to ensure cultural sensitivity and inclusivity.
Trust isn’t built overnight, so we prioritize transparency and respect in every interaction. We go beyond panel-based recruitment to reach underrepresented voices, working with advocates and community leaders to bridge gaps and make participants feel heard and valued. For us, research isn’t just about asking questions—it’s about creating spaces where people feel safe to share their truths.
What measures do you and your team at Level 5 Insights take to ensure its market research projects are respectful of participants' lived experiences while making them feel comfortable and empowered to share during interviews?
Comfort and trust are non-negotiable in our interviews. We start by matching respondents with moderators who reflect their cultural backgrounds or shared experiences. When necessary, we bring in trusted external partners to ensure representation and reliability.
Empathy is built into our DNA. Our moderators undergo empathy training and are equipped with strategies to create safe, judgment-free zones. From flexible scheduling to pre-interview briefs that set expectations, we focus on making participants feel prepared and respected. Feedback loops help us continuously refine our approach, ensuring participants walk away feeling valued and empowered. Most importantly, participants’ identities are kept strictly anonymous from our clients. In fact, we take extra measures to comply with the industry’s confidentiality requirements through consciously designed partnership programs that protect each participant’s information while allowing each participant to receive payment for their participation.
How do you navigate the challenges of engaging with underrepresented or hard-to-reach patient populations?
Engaging hard-to-reach groups is about meeting people where they are—literally and figuratively. We ditch one-size-fits-all methods and embrace creative approaches like community-based media campaigns, referral incentives, and grassroots community outreach.
Representation matters, so we prioritize diversity in our research teams to mirror the communities we serve. Success stories include recruiting underserved groups through trusted advocates and hosting informal community events before formal research begins. Flexibility and patience are key—building relationships takes time, but the insights we gain make it worth the effort.
How do you build trust with patients when engaging with them during interviews for market research projects?
In order to build trust, we believe that we must be genuinely trustworthy, which starts with transparency. We clearly explain the purpose of our research, how insights will be used, and the impact participants can make. Informed consent isn’t just a formality—it’s a conversation.
We value long-term relationships, so we follow up, share findings where possible, and show participants that their voices drive change. Ethical practices, like confidentiality and giving participants the freedom to skip uncomfortable questions or exit interviews, ensure they not only feel but are safe and respected. For us, trust isn’t assumed—it’s earned.
How do you balance the need for fair compensation with budget constraints in healthcare research projects? How do you ensure that compensation practices are equitable and reflect the value of patients’ time and insights?
Fair compensation isn’t optional; it’s a core value. We advocate for budgets that prioritize patient incentives and benchmark our practices against industry standards to ensure fairness.
Compensation reflects more than time spent—it accounts for emotional labour and the effort required to relive personal experiences. We help clients understand the importance of building long-term relationships through fair incentives, ensuring participants feel appreciated, and not exploited.
Have you encountered situations where fair compensation for patients was challenged? How did you address those challenges?
Absolutely! It’s a recurring debate, but we tackle it head-on. When faced with pushback, we present data and testimonials that highlight the impact of patient insights, reinforcing their value.
We collaborate with advocacy groups, like the Rare Advocacy Movement, to establish meaningful compensation benchmarks and negotiate budgets that honour participants’ contributions. Sometimes it’s about reframing the conversation—reminding stakeholders that fair pay isn’t just ethical, it’s strategic. Happy, respected participants lead to richer data and better outcomes.
What role do you see market research playing in advocating for equitable access to care, especially in rare disease communities?
Market research is more than data collection—it’s a tool for advocacy. By amplifying patient voices, we shed light on gaps in care, barriers to treatment, and unmet needs that demand attention.
Our insights inform policies, influence healthcare strategies, and guide drug development to be more inclusive. Through partnerships with advocacy organizations and community leaders, we ensure that research doesn’t just stop at data—it sparks change. In rare disease communities, where every voice counts, we’re committed to turning insights into action.
How does your involvement in community service influence your approach to healthcare market research?
Community service is a cornerstone of my personal and professional life. Through volunteering at food drives and other initiatives, I’ve gained a deeper understanding of the challenges people face daily, from food insecurity to limited access to healthcare. These experiences have shaped my empathy and strengthened my commitment to equity and inclusion, influencing how I approach market research.
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