Helping an Industry Association Maximize Their Learnings and Research ROI
Objective
An industry association had been conducting research with their members for many years to track key performance indicators (KPIs) such as familiarity, value, satisfaction, likelihood to renew, and likelihood to recommend. After several waves of research, they sought to revolutionize the study, seeking a new approach to better understand what members value and how to improve.
Methodology
A “Hybrid A.I”. survey technology was utilized. This allowed us to ask members broad, open-ended questions in addition to the KPIs. The A.I. technology quantified open-ended responses in real-time, organized responses into themes, and had members rate each other’s answers to determine the ones members agree with the most.
Key Findings
- Several KPI’s had decreased over the years. Recommended prioritizing greater familiarity and stronger perceived value to lift satisfaction, renewals, and referrals.
- The A.I. technology helped identify what to focus on to increase familiarity and value. This included:
- Advocating for the industry
- Helping address important industry issues
- Being a training resource
Impact
The research validated the association’s push to demonstrate value to its members. It provided specific input on what members find valuable and what must improve to increase that value.