MARKET AND MEMBER RESEARCH
During the course of conducting marketing assessments and developing marketing plans, additional market and member research is often needed to provide a more accurate and complete picutre of our client's marketing situation.
Unlike most research frims, we have a broad and strategic perspective about our clients' marketing situations and challenges, which enables us to more fully understand the market dynamics at play, your goals and the types of information that must be collected to guide decision making.
We collaborate with our highly trained and experienced research partners and guide the development and execution of research, enabling us to target the right audiences and identify the best research methodologies for your specific challenge, information needs, goals, timeline and budget.
Plus, with our experience as former association CEOs, executive directors and senior marketing professionals, we fully understand the unique environment of associations. With fresh insights and practical recommendations, we help you utilize research findings to develop marketing strategies that empower your association to achieve goals.
Our research process includes:
The level of expertise, attention to detail,
We begin with an assessment of your current marketing environment to ensure the research we plan and conduct garners information you and volunteer leadership need to make important, strategic business decisions. The scope of the data collection and analysis performed during our marketing assessment is dictated by the complexity of your marketing situation or challenge, your timeline, and budget. This critical first step forms a strong foundation for developing research instruments and often reveals gaps in available marketing intelligence to clarify areas where new research is needed. Back to top
An excellent job of helping us see our
Associations conduct many types of marketing research on a periodic or ongoing basis to provide valid information relevant to immediate marketing challenges. We determine the most appropriate methodology and conduct primary research via focus groups, in-depth interviews, telephone and online surveys, or a combination of qualitative and quantitative approaches as needed. Factors influencing the research methodology selection include:
Intelligence garnered via our marketing assessment is then utilized to construct questions that effectively elicit highly relevant, accurate and actionable research findings. We design our research instruments to:
The quality of the membership survey we developed in collaboration with John Gunn Marketing Partners was evident in the extremely useful results we achieved. Respondents commented that our survey was the best they had ever taken. The results will continue to inform the work we do to improve membership services and to update our strategic plan. Many thanks!
Our professional, responsive project team ensures your project is well managed, on time and on budget.
We often conduct surveys by telephone as an effective and efficient way to collect a high volume of information from a predetermined number of respondents within a specific timeframe. Our professional interviewers adeptly engage respondents in structured dialog, explain questions and probe for complete and clear answers to garner rich marketing insights.
Online surveys are appropriate in many cases, particularly as supplements to more rigorous research. we conduct these studies in accordance with the Council of American Survey Research Organization (CASTRO) Code of Standards and Ethics for Survey Research for data and personal information collection, storage and dissemination. Our online survey capabilities include state-of-the-industry features, such as unique URL identifications for each individual respondent to prevent repeat survey submissions and/or submissions from uninvited individuals. Back to top
We convert raw data into relevant marketing intelligence and develop our final reports as comprehensive, yet concise documentation of research findings. Based on these results, we develop insightful recommendations to address your specific situation and guide development of effective marketing strategies and plans to achieve your goals.
We are far more than a research firm. Drawing upon our extensive experience in association management and marketing, we can quickly understand your association’s overall internal and external marketing environment, goals, resources and capabilities and can translate research findings into practical recommendations for action. Back to top
John Gunn Marketing Partners quickly gained a thorough understanding of our market... and revealed new strategies we needed to pursue. We've recovered our marketing investment many times over!