KaiCooke | Research

If your organization has not conducted a recent member survey focused on segmentation rather than demographics, then realize it’s time. No matter what type or size of your association, implementing regular primary research (direct surveys, focus groups, online polls, etc.) is crucial to building any communication plan. Make sure to include a mix of demographics, lapsed members, and prospective members whenever possible. Understanding the interests of your target audience, knowing what messages they want to hear, and by what method can be accomplished only when the right research has been done.