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Market Research
Good decisions require good information
What kind of information do you need?
What kind of research will work for you?
How do you decide what kind of research to do?
What can research tell you about your members?
Special topic: E-Research
What
can research tell you about your members?
Membership
societies today all face many of the same questions. The answers, however,
are unique to each Society and its specific membership group. Several
typical studies can help answer the questions you may face in your branding
and strategic planning programs.
- Member
Value Assessment
— What do your members think about current products, programs and
services? How do they feel about the membership experience? How do specific
groups (members, non-members, student members) feel?
- Branding
Rx
— How relevant is your organization to members? Why are people who should
be members not joining?
- Readership
Studies — How do your members feel about your magazine or other
publication? How will they react to editorial or format changes? How
can you be more responsive to your readers?
- Product/Service
Evaluation Study — How do your members (or some of your members)
react to a new product idea? How would they improve it?
- Customer Satisfaction Survey — How do your customers feel about their experiences with your Society? How can you improve that experience? What will it take to recruit and retain members?
-
Custom Studies — Although standardized research and survey tools are designed to meet the most common needs of today's professional association, there may be a need to engage in custom studies for specific situations.
Next:
Special
topic: E-Research
Previous: How
do you decide what kind of research to do?
