Is “increasing understanding of member needs” at the top of your membership goal list? It is for many associations. Learning about member’s challenges, needs and opinions can successfully drive member strategy, marketing and innovation. But how do you get those insights? And how do you insure the information you are collecting is accurate? This session is devoted to member research: why, when and how. Leave knowing how to avoid all the common member survey mistakes.

Learning outcomes:

1. Find out how member research can answer all of your questions about your members
2. Learn how to improve benefits, add new products and tell the story your members want to hear with member research
3. See the common mistakes organizations make when they conduct member research