Research Reports

Research is important to most industries and membership marketing is certainly no exception. Much useful information can be unearthed through competent research: perceptions by members and non-members … competitor strengths … value statements … the list goes on.

Research has its challenges, however. Surveys must ask the questions that need answering; it must be designed to ensure the validity of its findings; and it must be analyzed carefully to ensure accurate and actionable conclusions.

Marketing General has more than a half dozen research programs specifically designed for membership organizations. Most frequently used is the Indispensability Study, which probes the values of organization benefits and identify those that set the organization apart from others and can be found nowhere else.

That is also known as the USP, or Unique Selling Proposition, which is essential to messaging to prospective members.

MGI also conducts research on an industry-wide basis. In 2009, we released the Membership Benchmarking Survey and Report, the first comprehensive investigation into the economy’s impacts on recruitment and retention for membership organizations.

This and other research reports are available for viewing and downloading in PDF format by clicking here.