ASR conducts research of members of professional or common interest organisations. Objectives of this type of research are often exploratory and may also focus on overall satisfaction and ideas for improvement. Conducting member surveys is a way of canvassing views from all members and not just squeaky wheels or those who have strong ties to office bearers. One of the challenges of member research is to ensure representativeness which means knowing the current profile of members across a number of demographics (so that response and population profiles can be compared).
Types of member research that ASR has conducted recently include:
Clients use their member information for a wide range of purposes: from designing new initiatives to changing strategic direction, or simply to understand more fully who they represent and to use this when presenting views to other organisations / agencies or when communicating with members.
Membership organisations cater to a select groups of people where the relevance of the organisation’s activities, professionalism and perceived value of membership is under regular scrutiny by members. Having an understanding of these and other sensitivities can make or break a successful research outcome. Further challenges in conducting research for membership organisations include:
ASR consultants understand the importance of being seen to be operating professionally and ethically as well as actually doing so. Ethical behaviour is paramount to the integrity of the brand of any member organisation or any public or private business for that matter. Market and social researchers are no different and so we must adhere to strict ethical and professional standards, as well as obey the law that governs our behaviour, such as the National Privacy Act. Proper identification of potential trouble spots and their handling, minimisation or prevention through clear communication is an area of expertise we bring to our clients’ projects.