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Quality market research is essential to any business, including not-for-profits. For membership organisations, there is the added dimension of understanding and representing the opinions of members on a range of policy and industry issues and for which the key types of market research fall into the following groupings: membership profiling, competitiveness, member opinions and research based products.

Types of market research for membership organisations

Still very much in its youth, the interactive online landscape is rapidly evolving and therefore the choices facing membership organisations are continually changing too. However, a key gateway to interaction is most conveniently going to be the organisation’s website – a repository for all of its key activities, tools, products, publications and support services and therefore (in theory) relevant to all of its members.

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