Next time you run your member survey, try to use the R.E.A.D.Y checklist to help you decide if you truly need to conduct any research.
Running a survey might seem straightforward – draft a few questions, send it to members, and wait for the insights to roll in.
But ask anyone who’s ever run one, and they’ll tell you the real challenge isn’t collecting data. It’s asking the right questions, getting people to respond, and turning all that data into meaningful insights.
If you’ve ever found yourself wondering why your last member survey didn’t lead to change, or how to get better responses next time, this article is for you.
Step 1: Know Why You’re Running Researching Before You Start
Before you even draft a single question, stop and ask yourself: Why are we doing this research?
It’s tempting to run surveys simply because “it’s that time of year” or because someone on the board wants an updated NPS score. But without a clear purpose, you risk collecting information that you already have or that you can’t do anything with. And even worse, you’ve also taken precious time from your valued members for no reason.
Next time you run your member survey, try to use the R.E.A.D.Y checklist to help you decide if you truly need to conduct any research:
Is the research aligned to your strategic priorities?
Before asking members, check your CRM, past surveys, your internal analytics, event feedback, industry reports, and partner organisations.
If you had the results today, what (if any) decisions would you make? Be weary of setting unrealistic member expectations.
Will others in the organisation use the insights, or is this a ‘just in case’ project? Research is only valuable if it gets used.
Will the insights lead to better member decisions, improved services, cost savings, or growth? If it won’t yield something meaningful, reconsider.
If you’re fuzzy on any of these points, it’s time to pause and refine. Research is only valuable when it supports decisions and drives improvement.
Step 2: Choose the Right Approach. Hint: It’s Not Always a Survey
Surveys are useful, but they’re not the only research tool in your kit. Sometimes, a different method will give you faster, deeper, or more cost-effective insights.
- Quantitative research is great for measurable metrics. Think satisfaction scores, event feedback, or renewal likelihood.
- Qualitative research helps you understand the “why” behind behaviours. For example, what motivates your members, where the friction points are, and how they really feel.
- Hybrid approaches (like Usability Testing or online diaries) combine the best of both, allowing you to validate big-picture trends with the human stories behind them.
But you should ALWAYS firstly consider whether secondary research (data you already have) might answer your questions. Many associations already collect behavioural data through member portals and email software, engagement data, and content metrics, but rarely pull it together in a way that informs strategy. Don’t burden your members if you already have the data – not only is it unnecessary it’s actually frustrating for members and suggests you don’t know much about them.
Step 3: Make Participation Easy and Worthwhile
Even the best-designed survey is useless without respondents. Unfortunately, associations often face survey fatigue – members are tired of being asked the same questions, especially if they never hear back about the results.
Below are a few tips that can help you boost survey participation:
Aim for 5 to 10 minutes max. Be ruthless about what you ask.
- Use names, acknowledge past involvement, and make it about them, not you.
This could be early access to results, entry into a draw, or a tailored thank-you. Just make sure the incentive matches the effort.
Don’t send the same invitation to long-standing members and brand-new ones. Tailor your messaging to speak to different groups.
And just as you’d promote a major event, put thought into how you share the survey. Use your newsletter, LinkedIn, events, and a personal message from your CEO. A little hype goes a long way.
Step 4: Turn Your Data into a Story
The final (and often forgotten) step in successful research is sharing insights in a way that sticks. A spreadsheet won’t move the needle — a story will.
Your reporting should match the audience:
- For the board or executive team, focus on strategic highlights: 2–3 insights that support key decisions.
- For marketing or membership teams, dive deeper: segment results, include member quotes, and use visuals like dashboards or heatmaps.
- For your members, highlight the impact: “Here’s what you told us. Here’s what we’re doing.”
Visualisation matters too. Clear charts, dashboards, infographics, and even short video clips from interviews can bring your findings to life. Use storytelling structures to walk people through the insight journey — from the challenge you faced, to the “aha” moment uncovered in your data, to the action you’re taking next.
And most importantly: close the loop. Tell members how their input made a difference. That builds trust, reinforces engagement, and makes them more likely to respond next time.
Done well, research is one of the most powerful tools an association can use to understand its members, improve its services, and stay ahead of industry needs.
It’s not about ticking a box or generating a report. It’s about listening, learning, and leading with insight.
Want to learn more and dive into the practical tools that make this possible?
Join us for Market Research Fundamentals for Associations – a four-week course designed specifically for association professionals who want to use research to make smarter, more strategic decisions. The first session is free and kicks off on Tuesday, May 6 at 11am AEST. You’ll get a taste of the frameworks, real-world case studies, and practical templates we use to help associations level up their research game.
MemberBoat is a digital marketing agency dedicated to helping professional associations, industry bodies and other membership organisations embrace emerging digital marketing tools, create a more commercial mindset and simplify their journey to digital transformation.
