Elevate your member experience
Successful associations work proactively to represent member and sector interests at all levels of the organization. Cypress Research conducts benchmarking and tracking studies for professional and trade associations to determine how they can best serve the needs of current members, attract new professionals to the organization, and provide sector leadership through reporting on industry trends. Research can be an effective tool in identifying programs that cause professionals to join and retain association membership and make visible those programs for improvement, reduction or elimination. It can also be used to identify challenges faced by members that can be addressed by the association through development of new programs, services and initiatives.
Implementing a member benchmarking program is crucial for helping associations understand the organization ‘through the eyes of its members’, allowing leadership to improve the quality of the experience delivered, realize rewards in higher satisfaction, greater loyalty by tracking predictive measures like NPS, and a larger number of members.
The cost and effort involved in producing major association events can be enormous. Many organizations use objective, third party event evaluation as one way to measure the effectiveness of their events to see whether their money is being spent prudently. At Cypress Research, we take a team approach to the event evaluation design process, all the way from conceptualization to identifying appropriate measurement (whether qualitative, quantitative or a combination of the two) to data collection and reporting findings. We realize that your association’s goal is a great event and take a constructive approach to evaluation by making evaluation-based recommendations about how an event might be improved to more effectively achieve its aims.
In collaboration with your association’s magazine publishers and editorial staff, Cypress Research guides you through study design to provide a comprehensive reader profile, professional characteristics, purchasing role, information needs and preferred delivery platforms, attachment to your publication, and competitive set analysis.
Many professional, trade and educational associations are considered among the top thought leaders in the industries they serve. Cypress Research supports association clients by leveraging member perspectives and attitudes in a host of areas driving industries including: industry confidence indices, capital expenditures, salary & benefits, expert opinion, best practices, changing workforce, and emerging markets & technologies.