The Office of Hawaiian Affairs (OHA) seeks to procure a market research study to assess public awareness, perceptions, and understanding of OHA’s mission, programs, and initiatives among Hawaiʻi’s population, including both Native Hawaiian and non-Native Hawaiian residents. This study should include both quantitative and qualitative data collection, such as focus groups and interviews, and will be used to inform and develop a culturally grounded, data-driven communications and engagement strategy. The findings will establish a baseline of OHA’s public perception and help OHA identify key messaging themes, target audiences, and opportunities to strengthen trust, transparency, and connection with beneficiaries and the broader public. Ultimately, this study will support OHA’s mission and vision by ensuring that its communications and engagement strategies most effectively advance Native Hawaiian outcomes in the areas of education, health, housing, and economic stability.
