We leverage proprietary qualitative research to decode member behaviour, helping you pinpoint exactly where to optimise your experience, products, and value proposition.

Make it

Navigating the Membership Challenge

Long lifecycles and stagnant product evolution make consistent engagement and renewals a constant challenge.
Some members remain — or perhaps joined — out of necessity rather than loyalty, creating a fragile relationship.
Despite having hundreds of data points, transforming raw survey results into honest, actionable, and novel insights remains difficult.

We understand the specific pressures facing Membership Organisations today:

Bridge the Expectation Gap

We reveal the true voice of your members, empowering them to tell you exactly when, where, and how to optimise their journey.

Our methodology benchmarks the actual member experience against their expectations. This doesn't just provide data; it delivers specific, high-impact answers to the questions you didn’t even know to ask.

Benefits of Our Methodology

Reveal the Full Picture

Qualitative insights are powerful in isolation, but transformative when integrated. We provide the "why" behind your quantitative data, adding depth and clarity to metrics like NPS and member surveys.

Efficient & Agile

Insight doesn’t require exhaustive timelines. By engaging a targeted, representative mix of members, we generate high-impact findings quickly, avoiding the need for hundreds of hours of interviews.

The Unvarnished Truth

As an impartial third party, we provide members with anonymity. This fosters a level of honesty and frankness that internal staff or branded surveys rarely achieve.

‘Compound Feedback’

Our iterative process builds momentum. We refine popular ideas by testing them with subsequent interviewees, allowing us to filter out anomalies and gain "live" validation on emerging suggestions.

Strengthen Member Engagement

Research is a powerful engagement tool. This approach yields a "net positive" effect on member sentiment simply by demonstrating that your organisation values their voice and is listening.

How It Works

Calibration

Aligning our team with your business goals and systems.
Hypotheses Formation

Defining the "Why" behind your member challenges.
MX Research

In-depth interviews to capture the nuance of member behaviour and test our hypotheses. From 10 - 50 depending on your organisation’s size and challenges.
Analysis

A c-suite ready summary table with prioritised "Do/Change/Stop" actions.