Market and Member Research

The emphasis conveyed in the the following sample policy excerpt should be in every association's policy manual. In this example, it worded with a policy governance perspective.

1. The CEO shall not fail to develop the Association's capability for member and market research. This research is defined to

• include qualitative and quantitative techniques,

• apply across all areas of activity, including potential opportunities under serious consideration,

• yield information about members and (for example, students, non-members, customers, etc.).

The required level of market research is that which allows the Board and Management Team, to a useful degree, to:

• Determine why people become members, stay members, and give up membership.

• Understand the major parts of member and customer purchasing behaviour for products and services, both at the Association and at our competitors.

• Carry out competitive analysis of the Association's competitors.

• Understand the benefits and value members feel they receive.

• Understand market opportunities with respect to member benefit, competitive position, and ROI.

Policies and Practices highlights sample policies and practices that can be adapted and implemented by associations and other not-for-profit organizations.

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