Figuring Out What Members Want

Figuring Out What Members Want

In the new Steve Jobs biography, the Apple founder is famously quoted as saying that market research was unnecessary “because customers don’t know what they want until we’ve shown them.”  This statement offers an interesting insight for association leaders who are forever trying to better understand what their members really want. 

Even the most carefully-worded member survey won’t necessarily tell you what your members want because they frequently aren’t fully aware of it themselves.  Members and prospective members don’t know what the potential universe of options is so they can’t always provide the direction association decision-makers seek. 

Determining how to best serve your members requires a deeper understanding of their individual concerns, interests and needs.  When thinking about new ways to serve your members, skip the traditional survey and find ways to engage them in meaningful dialogue.  One low-cost option:  Give the receptionist the afternoon off and answer member calls yourself for a few hours. You’ll be surprised what you’ll learn.

-Kim Robinson