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Here is another way to look for gaps in your association’s value proposition. The results of years of memberresearch show that high-performing professionals tend to move through three stages during their career. How can you develop content or a forum for members at each stage?
That’s where in-depth qualitative research came in, and CFMA turned to Amanda Kaiser, chief path finder at Kaiser Insights LLC, who specializes in interview-based memberresearch. “That one-to-three-year member, that member’s probably fairly new to construction. .
Once we know what their problems are, we can select one problem that is important to members but also one that we are equipped to solve. While solving the problem we may find we are innovating new programs, content, products and services. When we launch these new innovations we improve that value equation.
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