A Member Research Strategy to Consider

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In the last post and the one before , I have been talking about all the benefits of the qualitative methods of research (qualitative research is deep-dive, story-driven research that is adept at answering your complex questions.). Qualitative is the deep-dive research method.

Our Members are Self-Centered

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Our members are self-centered. Our members have… no time. Only organizations that solve our member’s problems, speak their language, and understand them will get their time and attention. Can you stand in your member’s shoes and do this?

Our Member’s Decisions Are Not What They Seem To Be

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Do you ever find yourself wondering why members make the decisions they make? Why join, but then not engage? Sometimes member’s decisions seem so irrational. Why are our members so irrational? At that moment, in their shoes, knowing what they know, having the experiences they have had, in the environment, our members are in, they are making the most rational decision possible. Related: When we create a vacuum of information, our members make up stories.

Engaging Not New or Long, But Medium-Time Members with Your Association

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While conducting member research new members and long-time members share why they engage with their association (and why they don’t). Because they said yes to a volunteer role and now they feel more responsibility to get engaged.

Is it Day 1 or Day 2 for Associations?

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True customer (member) obsession and high-velocity decision making are the most critical but also the most difficult for associations. Think about your members. Think about your best members. Not board members but regular members who are highly engaged.

Case Study: In-depth Member Interviews Feed Association’s Strategic Plan

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What else should the association do to support members during these extremely challenging times? With this in mind they decided to test out a qualitative research methodology as input to this strategic planning process. Listening to members.