MARKET AND MEMBER RESEARCH
Types of Marketing Research Conducted by Associations
Member Satisfaction Surveys – to enhance/develop strategies for improving membership retention and increasing use of association products and services.
Member Needs Assessments – to identify members’ professional and training interests and your association’s opportunities to develop new or enhanced services to meet those needs.
Research by Market Segments – to compare and contrast the characteristics of market segments, such as new or lapsed members, vendor or supplier associate members, industry influencers, legislators, members by demographic characteristics (staff size, budget, assets, geography).
Marketing Communications Assessments – to customize messaging, appeals and communication channels to specific target audiences.
Longitudinal Studies – to identify trends and changes in the behavior and needs of members/donors/customers over time to keep your association focused on the most relevant issues and deliver greater value.
Brand Attribute Research – to identify perceptions and measure the gap between the existing brand and the desired brand to guide strategies designed to strengthen your association’s competitive position.
Legislative Polling Alerts – to galvanize members and quickly gather information about concerns, opinions or practices to respond to legislators and the media about issues of importance to the profession or industry represented by your association.
Product and Service Surveys and Evaluations – to gauge satisfaction and identify opportunities to improve features and benefits and increase repeat use/sales.
Competitive Research and Analysis – to compare and contrast the features and benefits of substitute products and services similar to those offered by your association to identify your association’s unique value proposition and strengthen its competitive advantage.
Environmental Scans – to identify trends and challenges in your profession or industry, and help decision-makers anticipate factors likely to influence the future of your marketplace.
Focus Groups – to explore perceptions and attitudes held by like-minded subsets of your association’s membership about specific topics or products.
New Member Research – to identify ways to quickly engage new members, understand expectations and information needs and encourage renewal after first year of membership.
Benchmarking Analysis – to compare and contrast your association’s practices and performance to other organizations of similar size or mission and identify best practices.
Secondary Research – to gather information previously collected by an outside source that provides relevant insights to your specific situation or challenge.