Association Audience Research & Insights

Know Your Members, Grow Your Association

Are you failing to understand your association’s unique audience? Without a clear plan of who you are targeting, how to engage them and what value you provide, association growth is near-impossible to achieve. Don’t worry; Halmyre is here to help.

Through member research, data analysis, digital and social user insights and member personas, the Halmyre team will help you gain the member insights you need to build a successful, long-term growth strategy.

By working with Halmyre, you will:

Gain a Deeper Understanding of Your Members: Identify their needs, pain points, preferences, and motivations.
Develop Targeted Strategies: Tailor your messaging and offerings to resonate true value with your audience.
Enhance Member Engagement: Foster stronger connections with your members.
Optimize Your Growth Efforts: Make data-driven decisions to drive growth and enhance ROI.

Halmyre's Audience Research & Insights Solutions

Qualitative Research

Qualitative research provides your association with valuable insights into your members’ thoughts, feelings and motivations. For instance, one-on-one interviews with members and non-members can give your association a deeper understanding of their perspectives and the value you are (or aren’t) offering them.

These interviews are a critical first step in any member research undertaking. The insights you gain from these interviews will inform the development of quantitative surveys so that you can build a research strategy that is comprehensive and highly relevant.

Build Your Ideal Member's Persona

Building member personas is a critical strategy for understanding your target audience and tailoring your association's offerings to their needs. When you have a clear idea of who your association’s personas are, you’ll be better equipped to align your benefits, communications, advocacy, and corporate projects with their specific needs and aspirations.

The Halmyre team will help you do just that by conducting qualitative and quantitative member research to develop comprehensive member personas that capture the unique challenges and needs of your target audience. These personas will provide valuable insights into your members' motivations, behaviours, and preferences, enabling you to tailor your association's marketing and growth activities to their specific needs.

Mapping Your Association’s Customer Journey

To gain a deeper understanding of your members’ experience, Halmyre works with you to build customer journey maps for each of your ideal member personas. These maps visualize the various stages of a member’s interaction with your association, from initial acquisition to ongoing engagement.

By clearly mapping out your association’s customer journey, you’ll be able to identify the potential barriers and pain points that may be preventing both members and potential members from engaging with your brand. When you understand these issues, you can optimize your experience to increase members and improve retention rates.

Quantitative Member Surveys

Quantitative surveys are a valuable tool for gathering data from a large group of members. At Halmyre, we have developed highly structured surveys that capture sentiment on needs and wants. Our survey research provides in-depth reporting and insights that are unparalleled in the sector.

By analyzing the results of your quantitative surveys, your association will gain valuable insights into your members' preferences, satisfaction levels, and areas for improvement. This data can inform your decision-making, allowing you to optimize your association's offerings for long-term success.