Member surveys – there is such a thing as a bad question!

This is especially true when it comes to designing member surveys and how you phrase your questions to generate the most useful data possible. It seems simple in theory but it’s not always straightforward.

“If you really want to listen and respond to member feedback, a good survey should provide actionable insights, not just interesting facts.”

Navigating survey complexity

Member research is a nuanced process, and surprisingly, the formulation of questions plays a pivotal role. Crafting member surveys requires careful consideration of phrasing to yield the most insightful and actionable data. While this may sound straightforward, it is often more complex to do.

When it comes to effective member feedback, it’s crucial to go beyond interesting facts and aim for actionable insights. Repeatedly deploying the same survey, merely dusting it off and making minor adjustments, is a common pitfall—one that doesn’t contribute to uncovering novel information.

A member survey should be seen as a valuable opportunity to not only listen but also to unearth perspectives that might not have been previously contemplated. Ideally, this exploration should pave the way for actionable strategies that enhance engagement, retention, and recruitment. If these outcomes are not achieved, a reassessment and modification of the survey is required to ensure it focuses on understanding the needs, preferences, and behaviours of individuals. This may involve gathering data on the member experience, identifying pain points, and optimising processes to improve engagement and retention.

Setting clear research goals

Defining clear research objectives becomes the cornerstone of this process. Whether seeking feedback on events, benefits, exploring the value proposition, or refining segmentation strategies, the approach and questions will naturally vary. It’s important to maintain focus, acknowledging that a single member survey cannot comprehensively cover all aspects.

Having supported numerous membership organisations over the years with the development of effective member surveys , we at Membership Matters have refined our methodology in collaboration with our clients in the membership sector.

“We often mix hard data with softer information gathering like open ended questions and interviews. This blended approach is proven to work the best for us, in member research.”

Our approach involves a unique blend of hard data and softer information gathering, incorporating open-ended questions and interviews. This hybrid methodology has proven effective in our member research endeavours.

Crafting Purposeful Questions for Actionable Insights

Recognising the significance of every question, clarity and purpose are key. Each question, carefully crafted, contributes to building a reliable foundation of insights. More crucially, these insights are actionable, facilitating the transformation of gathered data into strategic and practical outputs.

About Membership Matters:

For thirteen years, Membership Matters has been a leading research consultancy exclusively focused on the membership sector. With expertise in addressing strategic, marketing, and operational challenges, Membership Matters collaborates with a diverse range of membership associations, from local entities to international organisations.

Are you looking for strategic membership support?

At Membership Matters we work exclusively in the membership sector because we are passionate about it. Our experts have experience of dealing with strategic, marketing or operational challenges, we work with hundreds of membership associations in this sector from local to international.

Contact us, sign up to our newsletter or join us at one of our training courses. 

Share blog post