Case Study

Survey of Roofing Trade Association’s Members

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A trade association representing roofing manufacturers sought the expertise of Leading Edge and to embark on a project to evaluate and enhance its membership services. This association sought to understand the current perception of its services among members and to gather feedback on the proposed expansion of its membership base.

Project Objectives: Assessing Membership Services and Expansion Feasibility

The primary objectives of the project were to appraise the existing membership services, gauge the current members’ perception of these services, and collect insights on the feasibility and reception of expanding the membership. This comprehensive assessment aimed to refine the association’s approach to member engagement and satisfaction.

Research Methodology: Engaging with Members for In-Depth Insights

To achieve these objectives, the project team conducted 50 in-depth telephone interviews. These interviews were with current association members and potential members who were professionals in specific trades related to roofing manufacturing. This method allowed for a thorough understanding of the members’ needs, expectations, and viewpoints on both current services and the idea of expanding the membership.

Outcomes and Benefits: Shaping Future Strategies

The feedback from these interviews provided detailed insights into the views of both current and potential members about the services offered by the association. This feedback was instrumental in shaping the association’s future strategy to better meet the needs of its members. Additionally, the research provided benchmarking data against similar trade associations, offering a comparative perspective on service quality and member satisfaction. Significantly, the study also captured members’ opinions on the potential expansion of membership, guiding the association in its strategic planning for growth.

Conclusion: Informing Strategic Development with Member Feedback

The project successfully informed the trade association’s strategic development, leveraging direct member feedback to enhance service offerings and consider membership expansion. This study highlights the importance of understanding member perspectives in shaping effective and responsive strategies in trade associations, ultimately leading to improved member satisfaction and organisational growth

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