Want to understand what services your members want? Then don't ask the question "what services should our association provide?". The most common response to that question is either a blank look or "I don't know".
By asking that question you waste a valuable opportunity to discover what services your members really need.When undertaking membership research you need to find out what worries your members.
You need to discover those issues that keep them up at night and what problems are at the top of their priority list. Once you understand the challenges your members are facing you can then devise products and services that will assist your members to alleviate those problems. In this way you can ensure you are delivering real value.
You will also find that different segments of your membership are facing different challenges. So when you undertake research be sure to identify the segment specific challenges to enable you to tailor your membership value proposition.
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