StrategyOne offers Membership Affinity Research as a research solution designed specifically for our member-driven clients.

Membership Affinity Research helps clients design campaigns which:

  1. Recruit new members.
  2. Gauge current member satisfactions.
  3. Address current member concerns.
  4. Re-connect with lapsed members.
  5. Map member priorities.

Recruiting

 

Grow your member base through expanding your current potential member outreach

Methodology: Message Testing

  • We conduct extensive qualitative research (In-Depth Interviews or Focus Groups) among current, potential, and lapsed members in order to:
    • Gain fundamental insights into why members join.
    • Gain potential messaging strategies.
  • We then construct and field a custom survey to quantify support for each potential messaging tactic, determining your optimal strategy.

Grow member base through broadening your potential member target audiences.

Methodology: Microtargeting

  • We field a custom survey among a large sample size of prospective members.
  • We then segment the data using Chi-square (CHAID) analysis.
  • Next, we extrapolate the data in order to segment the entire population.
  • Lastly, we conduct qualitative research (In-Depth Interviews or Focus Groups) among select demographics to refine messaging and/or enrich market research insights.

Retain members and Address Current Member Concerns/Priorities

Measure the current level of your members’ sentiments and gain insights into what affects them.

Methodology: Benchmarking

  • We field a custom benchmark survey program, either online, via telephone, or a mix of both to quantity how your member view you and important internal issues.

Determine current member support for potential communication campaigns.

Methodology: Message Testing

  • We field a custom survey program, designed to collect quantitative and qualitative information on how internal members react to various communications messaging.

Landscape Analysis

Identify “lapse points” to prevent current members from leaving.

Methodology: Benchmarking and In-Depth Sentiment Analysis

  • We conduct an In-Depth Data Review of all existing information on members who have left.
  • We run a benchmarking program in order to gain insights from current members.
  • We analyze the data to determine the “lapse points” which exist in your communications structure and why they exist.