Decision Point - Market Research and Consumer Reports

Client case studies

understanding membership renewal declines
to fuel change in benefit offering

A professional association in the health care industry, needed to understand the reasons for declines in membership renewals among certain member segments.

decision point approach

  • For the initial phase of our research approach, in-depth research was conducted with industry professionals to gain a better understanding of how our client was viewed in the industry.
  • We then conducted virtual, 1:1 interviews with a sample of past members who chose not to renew. This qualitative research focused on uncovering insights around impressions of the association, the perceived benefits of belonging to other industry associations, and reasons for non-renewal.
  • The final phase was a quantitative study among those member segments who had chosen not to renew membership to understand their perspective.

actionable results

  • We identified enrollment and engagement process and technical issues, and offered concrete solutions to fix those issues.
  • We clearly outlined the pain points with current membership and membership benefits, and provided actionable recommendations for value-added member benefits that would drive membership and membership renewal.

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