Analysis to identify the primary points of variation amongst the membership.

Included external data overlay.

Preliminary segmentation hypothesis.

Focus groups run with each membership segment devised by trueology.

Insights to establish the variations in member needs and expectations around JOIN, RENEWAL, POSITIONING, COMMUNICATIONS, BENEFITS, FELLOWSHIP & CREATIVE CONCEPTS.

A project to design, manage and analyse a complementary membership survey in support of the membership growth strategy.

Trueology designed, setup and managed the survey on behalf of the RCP.

We then collected the responses and undertook a detailed analysis of the results.

These were then presented back to the client with conclusions and recommendations.

The survey results were analysed and presented back the client via a detailed presentation.

Pen portraits and infographics have been developed for each segment and focus groups with these groups then took place.