Surveys and other forms of primary research remain critical—but only when used wisely. Here’s a 10-point checklist to run through before launching any new piece of primary research
As organisations work to personalise experiences and tailor services, surveys have become the go-to tool.
Their popularity has soared, with new platforms popping up to meet demand. But with convenience comes the risk of overuse.
Every time you open your inbox, there’s another “quick five-minute survey” or “tell us what you think!” invitation. And while it’s great to see organisations wanting to listen to their members, it’s also time to talk about survey fatigue—and what can be done about it.
Research is one of the most powerful tools available to understand members, improve services, and guide strategic decisions. It helps strengthen connections, surface unmet needs, and shape programs that matter.
But here’s the reality: surveys have become too easy to send and far too tempting to overuse.
When ‘Listening’ Becomes Noise
Thanks to low-cost tools and automated platforms, it takes only minutes to spin up a member survey. And that’s part of the problem. Too often, surveys are sent out without proper planning or alignment to strategy.
What once felt like a genuine invitation to contribute can now feel more like a pop-up ad—constant, a bit irritating, and easy to ignore.
When members stop responding, it’s rarely because they don’t care. It’s usually because their time hasn’t been valued, or past input hasn’t led to visible change.
It’s Not About Doing Less Research—It’s About Doing It Smarter
Surveys and other forms of primary research remain critical—but only when used wisely. Before jumping into the next round of member questions, take a moment to pause and plan.
Here’s a 10-point checklist to run through before launching any new piece of primary research:
✅ Your Pre-Survey Sanity Check:
Check previous surveys, internal reports, or existing data. The insight may already be available.
CRM data, email metrics, or website behaviour may already reveal what members are engaging with—or not.
Don’t reinvent the wheel. Tap into external research, white papers, and benchmarking studies where possible.
Respect members’ time and attention. Only reach out when the feedback is essential and will be actioned.
Every piece of research takes time, money, and internal resources. Ensure the expected insight is worth the effort.
Good research can support strategy, advocacy, content, and service development. The more versatile the data, the better.
Being clear on knowledge gaps helps avoid unnecessary or repetitive questions.
Exploratory research (e.g. interviews, focus groups) helps uncover new ideas. Confirmatory research (e.g. surveys) tests assumptions with data.
If the findings aren’t tied to a specific decision or action, the research may not be necessary right now.
Involving key stakeholders early ensures the research meets broader needs—and doesn’t get overlooked later.
Research Is a Strategy, Not Just a Tool
Surveys are just one option. In some cases, a quick scan of analytics or a few in-depth interviews can deliver richer insights. In others, partnering with members directly through co-design workshops or journey mapping might offer more meaningful direction.
Want to get more out of your research and avoid member fatigue?
Join us in the upcoming Membership Marketing School “Market Research Fundamentals for Associations” Course! Kicking off on Tuesday, 6 May, the Membership Marketing School’s four-week virtual will unpack these approaches further—helping organisations choose the right methods, avoid common mistakes, and build smarter strategies that truly reflect the voice of the member.
Because member research, when done well, builds more than data. It builds trust.
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.