member benefits task force recommendations 1-4-10
TRANSCRIPT
Member Benefits Task Force
Recommendations1-4-10
Contents
Project and Team Background 3
Top Recommendations 11
Satisfaction and Needs 19
Key Member Segments 26• International 28• QRCA Tenure – Newer and Longer-
Tenured 40• Tech-Forward Members 57• Home-Based Sole Practitioners 63
Communication 67Member Engagement 72Benefit Overview 76Insights and Opportunities by
Benefit Area 81
2
• Professional Development/ Knowledge/ Education 82
• Networking and Affiliation 87• Conference 89• Chapters 92• SIGs 96• Mentoring 98• Website 100• Forum 104• Information Vehicles (Publications)
108• Stature and Leadership 112• Credentialing 114• Social Networking 115• Discounts 116• Business Generation 119
QRCA Knowledge of Members 120
Project and Team Background
3
MBTF Overview
4
Special Attention* to:
- New/young- Long-tenured
- International
Timing•Initiated April 2009•Tri-weekly conference calls, supplemented with email, Forum, googledocs•Preliminary recommendations Q4 2009•Final recommendations Q1 2010
Mission
Identify gaps and
opportunities for QRCA Member
benefits in order to strengthen the value of
QRCA membership*
* Per the Strategic Plan
MBTF Members
9 Members hand-picked for their passion and diversity – Particularly in terms of tenure and geography
5
Name Role Tenure LocationJulie Medalis Chair 2006 US - MD
Susan Thornhill Board Advisor 1999 US - CA
Elaine Gingold Member 1993 US - MN
Frank-Thomas Naether Member 2008 Hamburg, Ger
Shannon Pfarr Thompson Executive Director, QRCA n/a US - MN
Philip Smith Member 1997 NSW Australia
Ben Smithee Member 2008 US - PA
Daniela Torok Member 2007 Vancouver, BC, CN
Bill Weylock Member 1982 US - CA
Scope of Work
– In-depth review of Current QRCA Benefits– Evaluations of other professional member
organizations’ (AMA, MRA, MRIA, etc.) relevant practices
– Review of 2008 Member Survey• Including additional in-depth analysis
– Additional Member input -- at Conference, in IDIs– In-depth review and discussion with leaders of
TechComm, VC– Mining of prior Forum postings– Ongoing brainstorming to identify key gaps and
opportunities in the roster of benefits• Among Members overall as well as key segments 6
Guiding Principles
7
Collective Wisdom
•MBTF is not “the expert”•The wisdom and history of others guides usoWhat’s been considered or tried before
Data Drives Decisions
•Extensive Member input•Critically evaluate Forum and other qual sources •Practices for other orgs
Retention Over
Acquisition
•Our focus: Improve relevance and value for current Members•This should drive prospect interest as well
Guiding Principles (p2)
8
Bang for the Buck
•Focus on areas that matter most•Impact the greatest number of Members
Segment Attention
Cater to a few key segments•Younger/ Newer•Longer-tenured•International
Brand Consistency
Affirm our brand niche with benefits that:•Pay off mission/ vision•You can’t get anywhere else
Guiding Principles: Key Topics
9
What are the advantages of being a Member?•Without QRCA in our lives, what would we lose?•What do we get vs. other professional organizations we belong to?
How are we engaged with the organization?•How are we enriched?•How are we supported?
What value do we get for the money we spend each year?•Does what we get exceed what we spend/ invest?
About This Document
A few things to note as you read this document:
– For pages with sourced data, specific references are included in the “Notes” area of each page
• Sources, Base sizes, Question Wording, etc.
– On some charts, asterisks (*) or letters (A/B/C) are used to denote statistically significant differences at the 95% confidence level
• * means the % is statistically higher than the other group in the comparison• A means the % is statistically higher than the first group in the comparison• B means the % is statistically higher than the second group in the comparison
– Importance vs. Satisfaction quadrant charts (for example, on p22) are used as a way to telegraphically represent how well QRCA delivers based on how important each dimension is.
• Top 2 box importance is plotted left to right• Top 2 box satisfaction is plotted top to bottom• The 4 quadrants are delineated based on the average top 2 box ratings across all
attributes for the group under consideration, and thus will vary chart to chart 10
Top Recommendations
11
Top Recommendations
Members may expect this Task Force to generate recommendations for lots of new things we need to offer
However, enhancing and communicating current benefits more effectively is a far bigger opportunity than adding new benefits to the QRCA roster– For the most part, we don’t need more stuff. We
don’t need to add new things to satisfy Members– We need to do a better job with the strong benefits
we already have 12
Top Recommendations
13
Have
Know
Use
Our recommendations cover 3 broad themes
Recommendations are prioritized:
High
Moderate
Low
Top Recommendations
Focusing on these improvements will have the biggest impact on Member value and satisfaction:
14
What Members
Have
Opportunity: Optimize
Current “Double
Whammy” (Knowledge and Affinity)
Benefits
What Members
Use
Opportunity:
Connect Members With Our Unique
Community
What Members
Know
Opportunity:
Communicate to
Everyone With
Relevance
Top Recommendations: The “Have”
15
Opportunity: Optimize
Current “Double Whammy”
(Knowledge and Affinity) Benefits
Why:Knowledge and Affinity are the top 2 benefit
areas Members want
Ways to Engage:
•Make Conferences “Can’t Miss”
Events •Improve the usability and usage of the
Forum•Make Chapters
and SIGs the focal point of Member
interaction
See details on pages:38-984-6889194-5105-7
Top Recommendations: The “Know”
16
Opportunity: Communicate to Everyone With
Relevance
Why:Member
benefits are hard to
connect with and offered
“one size fits all”
Ways to Engage:
•Organize the website more
intuitively•Segment
communication for key types of Members with different needs•Transform “My
QRCA”
See details on pages: 39515670-1102-3
Top Recommendations: The “Use”
17
Opportunity: Connect Members With Our Unique Community
Why:More involved Members value
the organization
more
Ways to Engage:
•Invite volunteering, sharing, and
personal connections
•Make organizational needs known
•Blatantly reward involvement in the
organization
See details on pages:5574-5
Recommendations: Making It Happen
This Task Force has made lots of recommendations. There’s lots to do!
Bringing these recommendations to life will require ongoing vigilance and effort from every team, committee, and chapter– MemComm will likely be the lynchpin that “owns”
many of the opportunity items
18
Satisfaction and Needs
19
Member Satisfaction by Subgroup
Members report high overall satisfaction, but levels are lower among:– International (non-
NA) (directional)– Office-based – Newer– Younger
(directional)– More tech savvy
20
**
*
C
*
*
Member Satisfaction by Subgroup
Engaged Members are more satisfied– True across multiple
measures of engagement
21
C
C
CC
CC
A
BB
CC
CBC
A
Benefit Importance
Knowledge and Affinity are the top 2 benefit areas Members seek from QRCA membership.
There’s a gap in how well some offerings are seen to fit their purposes.– Members don’t
necessarily see Chapters, SIGs, and Volunteering to be as important as affinity and knowledge in general 22
Benefit Importance vs. Satisfaction
23
Professional contact
Social contact
Improve qual knowledge
Learn from experts
Belonging/ Affinity
Referencing QRCA Credentials
Contributing to professionalism
Support as leading int’l
Chapter participation
SIGparticipation
Volunteering
QRCA resources appear to be well aligned to Member needs, given
the positive relationship between importance
and satisfaction
Yet several specific offerings
that drive knowledge and affinity are not seen to be as
important
Feature Importance
Knowledge-building and educational offerings top the list of important current features.
24
Feature Importance vs. Satisfaction
25
Website
Educational oppys
Views
Forum
Facilities & Svcs DirConference
QCasts
Online learning: SIGs
Connections
Online learning: VC
Board communs
Competencies doc
Membership Locator
NewsBites
Self-Evaluation
Joint AQR/QRCA Conference
Online learning is important, but all specific offerings
are seen to under-deliver
Key Member Segments
Key Member Segments
Based on the QRCA Strategic Plan, the MBTF was focused specifically on needs and opportunities among 3 Member segments:– International– Newer/ Younger– Longer-tenured
Two other areas of interest emerged during our work:– Level of technical savvy – Business type (work location and company size)
27
International Members
International Members make up a very small share of QRCA membership
Learning in this section reflects the feedback of a very small base of international Members
28
Europe 4
Latin/ S America/ Mexico
2
Australia/Pacific 1
Asia 1
Africa 1
Internationals: Member Satisfaction
International (non-NA) Members are directionally -- though not significantly -- less satisfied with QRCA membership– Because of this gap – and the relatively good impressions among
Canadian Members, we focus our efforts on Internationals (non-North America)
29
Internationals: Profile
Compared to US Members, Internationals are:– More male (41% vs. 32%)– Have different educational systems and levels– Office-based (44% vs. 26%)– Owner-partners with employees (56% vs. 27%)
30
Internationals: QRCA Experience
Compared to US Members, Internationals show some signs that they engage less with QRCA:– Less satisfied (as noted earlier)– Less likely to attend Conference (37% vs. 21% US say
“never”)– Less engaged as volunteers (26% vs. 40% in PY)
However, they do seem to make better use of some of the resources available to them:– More likely to attend AQR/QRCA conference (52% vs. 16%
ever)– Read more Connections (44% vs. 35% 10+ issues) and
NewsBites (48% vs. 39% open usually/always)
31
Internationals: QRCA Experience
There is a divide in Chapter participation– For perspective, 82% are Virtual Chapter Members (vs. 8%
in US)– Overall, fewer International Members attend Chapter
meetings (57% vs. 39% US say none in past year)– But a notable segment are Chapter loyalists (35% vs. 20%
attend most/all meetings)
32
Internationals: Benefit Importance(Key differences only)
Internationals place more importance on professionalism, affinity, and – not surprisingly -- international credibility.
33
Contributing to Professionalism
of QualProfessional
Contact with QRCsSocial Contact
with QRCsSupporting QRCA as the Intl Org for QRCs
*
*
*
*
*
*
Internationals: Benefit Importance vs. Satisfaction
34
Professional contact
Social contact
Improve qual knowledge
Learn from experts
Belonging/ Affinity
Referencing QRCA Credentials
Contributing to professionalism
Support as leading int’l
Chapter participation
SIGparticipation
Volunteering
Knowledge and international support
are the key unmet needs among
International Members
Internationals: Feature Importance(Key differences only)Internationals respond to benefits that represent the more global aspects of the QRCA community, such asViews, VC learning opportunities, the AQR/QRCA Conference, and Professional competencies– Less importance on education overall and the Facilities and Services
Directory, which has limited relevance outside North America
35
Views
Online learning
from VC
Qual ed: courses, seminar
s
AQR/QRCA Conf
News Bites
Prof Compe- tencies
doc
Self-Eval for
Prof Competencies
Facilities & Svcs Director
y
*
*
**
**
*
*
Internationals: Feature Importance vs. Satisfaction
36
Website
Educational oppys
ViewsForum
Facilities & Svcs Dir
Conference
QCasts
Online learning: SIGs
Connections
Online learning: VC
Board communs
Competencies doc
Membership Locator
NewsBites
Self-EvaluationJoint AQR/QRCA Conference
The biggest feature
opportunities for
Internationals are
educational – particularly
online learning via SIGs and VC, as well as the
AQR/QRCA Conference
Internationals: Considerations
There are significant challenges to engaging international Members– Lack regular consistent connection– Time zone dispersion makes call/meeting participation difficult– Small numbers of Members in any one region/ country– Virtual Chapter and online learning should be the critical engagement
points – but don’t yet appear to deliver– Perception that QRCA is a US organization focused on US Members and
issues (anecdotal)– Some current benefits are less usable outside North America
• Facilities and Services Directory, Discounts
– International attendance at Conference is likely to remain limited• Issue of time more than money (anecdotal)
– Internationals have unique needs in how qual is conducted -- customs, religious practices, etc.
37
Internationals: Opportunities
Overcome the lack of face-to-face by making online venues work harder– Online learning and training (see Education section)
• Add resources for online 2-way follow-up/ Q&A after sessions
– Make QCasts and SIGs more accessible• Vary times to allow those in different time zones to participate• Hold special sessions for different regions• Include an online component for all SIG activities so International
Members can interact
Enhance in-person activities– More frequent, shorter VC meetings (under consideration)– Promote QRCA/AQR conference
38
Internationals: Opportunities
Communicate with relevance– Segmented messaging for International Members– Utilize new standards/checklist for all activities
• How do we make this more accessible to International Members?
• How do we make this more relevant to International Members?
Increase interaction and appreciation between US and International Members– US chapters adopt a country/ sister city
• Share respective chapter learning
– “Contact a friend” buddy system– Informal communication venues 39
Members by QRCA Tenure
– One in 4 Members is “newer” to QRCA (less than 2 years)
– More than 1 in 3 are long-tenured (9+ years)
40
Long-Tenured = 37%
Newer
Members by QRCA Tenure: Satisfaction
Satisfaction with QRCA increases with tenure– Not surprising, as satisfied members will self-select
over time
41
A A
C
Members by QRCA Tenure: Profile
On a few profile characteristics, newer and longer-tenured Members fall on a spectrum:
42
Newer Members
Longer-Tenured Members
Geography More outside US More US
Work setting More work for others
More sole practitioners
Education Lower Higher
Age Younger Older
Experience in MR and Qual
Lower Higher
Members by QRCA Tenure: Profile
Tenure and age are closely, though not perfectly, correlated
43
Members by QRCA Tenure: QRCA Experience
There are significant differences in the QRCA experiences of newer and longer-tenured Members– Newer Members, not surprisingly, are less engaged and
experienced with what QRCA has to offer
44
Newer Members
Longer-Tenured Members
Satisfaction Lower Higher
Awareness of SIGs Lower Higher
Conference attendance
Lower Higher
Volunteering Lower Higher
Awareness of offerings
Lower Higher
Readership (Views, Connections, NewsBites)
Lower Higher
Members by QRCA Tenure: Benefit Importance(Key differences only)
Newer Members are more focused on knowledge-building, and longer-tenured Members are more oriented to affinity-building
45
Improve Qual Knowledge
Learn From Industry Experts
Social Contact with QRCs
Sense of Belonging/
Affinity with a Prof Org
Volunteering with QRCA
*
*
*
* *
*
*
*
Newer Members: Benefit Importance vs. Satisfaction
46
Professional contact
Social contact
Improve qual knowledge
Learn from experts
Belonging/ Affinity
Referencing QRCA Credentials
Contributing to professionalism
Support as leading int’l
Chapter participation
SIGparticipation
Volunteering
Newer Members have few clear gaps in
delivery. Opportunities are with knowledge,
social and professional contact, and
internationalism
Longer-Tenured Members: Benefit Importance vs. Satisfaction
47
Professional contact
Social contact
Improve qual knowledge
Learn from experts
Belonging/ Affinity
Referencing QRCA Credentials
Contributing to professionalism
Support as leading int’l
Chapter participation
SIGparticipation
Volunteering
Longer-tenured Members show few gaps. Even with their experience, they still
want to learn! Professionalism and
internationalism matter too
Members by QRCA Tenure: Feature Importance(Key differences only)
– Newer Members place equal or less importance on many QRCA offerings – suggesting that they have yet to realize what is available to them. The one area they want more than Longer-Tenured Members do is online learning via the Virtual Chapter
– Longer-tenured Members place more importance on conferences, as well as several information resources
48
Annual Conference
Online learning :
VC Connections
Communication from Board
Membership Locator
AQR/QRCA Conference
*
* **
*
*
*
*
Newer Members:Feature Importance vs. Satisfaction
49
Website
Educational oppys
Views
Forum
Facilities & Svcs Dir
Conference
QCasts
Online learning: SIGs
Connections
Online learning: VC
Board communs
Competencies doc
Membership Locator
NewsBites
Self-EvalJoint AQR/QRCA
Conference
Learning – particularly online vehicles –
represent the biggest feature opportunity for
newer Members
Longer-Tenured Members:Feature Importance vs. Satisfaction
50
Website
Educational oppys
Views
Forum
Facilities & Svcs Dir
Conference
QCasts
Online learning: SIGs
Connections
Online learning: VC
Board communs
Competencies doc
Membership Locator
NewsBites
Self-Eval
Joint AQR/QRCA Conference
Learning overall and the Forum are the most notable
gaps for longer-tenured
Members
Newer Members: Opportunities
Strengthen the relevant bonds with these growth-mode Members
– More personal touch at enrollment (some already do)• Care call from Chapter chair• Solicit feedback and help guide them through welcome
packet• Identify most relevant benefits
– Communicate with relevance• Segmented messaging for younger Members• Utilize new standards/checklist for all activities
– How do we make this more accessible to younger Members?– How do we make this more relevant to younger Members? 51
Newer Members: Considerations
Although the TF is not tasked with increasing membership, we recognize that we need to have benefits that appeal to young/new Members in order to sustain relevance/value – the pipeline for the future– Education– Mentorship– Online/Tech orientation
52
Newer Members: Opportunities
– Enhancements• Ambassadorship with new Members (in the works)
– Extend beyond conference
• Forum improvements to help them “break in” (see Forum section)• Enhance existing social benefits that are relevant to younger segment
– Social networking» Hub where Members can list where they are so meet and greets and happy
hour meetings can occur spontaneously– Online access
• Recognition/ scholarships– Rising Star at Conference (in place)
• Mentoring program
– New offerings• Roadmap of where to start with QRCA • SIG or group dedicated to new/young Members• New moderator training
53
Longer-Tenured Members: Considerations
– Long-tenured Members likely have real bonds to the organization and its people
– Their wisdom is a goldmine for other Members– Some (anecdotally) struggle to adapt in the
changing research environment• Junior clients, online methodologies, demand for
immediate reporting
54
Longer-Tenured Members: Opportunities
Taking it to the next level is key
– Deepen relationships• Encourage mentorship
– Tap long-tenured experience as resource for newer– Help long-tenured feel better connected to newer and give opportunity to serve
• Connect relevant groups socially and educationally, with different dynamics for different relationships– Longer-tenured with longer-tenured– Longer-tenured with newer
– Leverage their leadership capability• Show how QRCA is leading the industry and how people should think
about consumer research as it evolves
– More sophisticated content for experienced QRCs
55
Longer-Tenured Members: Opportunities
– Communicate with relevance• Segmented messaging for longer—tenured Members• Utilize new standards/checklist for all activities
– How do we make this more accessible to longer-tenured Members?– How do we make this more relevant to longer-tenured Members?
– Guidance on how to evolve in a changing marketplace• Embracing (not judging) new technologies• Cohort and audience trends and understanding• Addressing clients and colleagues who are younger than you
– How to interact and work with Gen Y– Panel discussions
• How to deliver reports in the form people want• Keeping up with slang and new forms of client communication (SMS)• Rejuvenation strategies to prevent burnout• Ways to reinvent your business
56
Tech-Forward Members
57
Lower = 42%
Higher= 58%
Tech-forward Members make up a slight majority of the QRCA membership
Tech-Forward Members: Satisfaction
Tech-Forward Members are less satisfied with QRCA membership
58
*
Tech-Forward Members: Profile
Compared to later adopters, tech-forward Members are more likely to:– Be young or old – rather than middle-age -- in
chronological age, time in MR, and time in Qual– Be male (37% vs. 26% among tech late adopters)– Have higher education levels (60% vs. 51% Master’s
degree+)– Work in an outside office (32% vs. 24%)– Have employees/partners (46% vs. 34%)– Have shorter QRCA tenure (30% vs. 39% 11+ years)
59
Tech-Forward Members: QRCA Experience
In keeping with their higher level of self-reported savvy, these tech-forward Members– Place more importance on, use, and are more satisfied with the
Forum – Visit the website and participate in QCasts and VC more– Are more comfortable conducting online research, webinars, and
learning sessions
Regarding QRCA, they:– Have attended more recent conferences (60% vs. 49% say 2007
was most recent), but report lower conference importance and satisfaction
– Are less concerned with social/affinity, more with professionalism– Have not taken as much advantage of courses/ seminars (28% vs.
42% aware and used)60
Tech-Forward Members: Considerations
Those who describe themselves as more sophisticated technologically are important to understand, given that:– Technology tools and applications have become integral to
QRCA – and Tech-Forward Members are somewhat less satisfied with Membership
– They are key influencers when it comes to industry leadership• Technology adoption is a competitive edge • These Members can lead others to more successful practices
– Meeting their needs can: • Enhance communication satisfaction• Strengthen bonds between all Members• “Shrink” geographic dispersion of our membership
61
Tech-Forward Members: Opportunities
– More technology-advanced programming/ content• Workshops for early adopters by early adopters with no
“dumbing down”• Topics
– How to maximize the roi of your personal website – How to maximize the SEO of your website and blog– How to implement advanced online and social media
technologies into your toolbox– Updates from Members who attend other tech conferences
(e.g., SXSWi)
• (Balanced with additional content for less sophisticated Members)
• Cross-discounts to other tech/service conferences
62
Home-Based Sole Practitioners
We are mainly sole practitioners working at home
Many of us would like QRCA to offer more training on developing/ improving a small business
• Top unmet need in Member Survey63
Home-Based Sole Practitioners: Satisfaction
64
*
*
Home-based Members are significantly more satisfied with QRCA than those who work in offices
Home-Based Sole Practitioners: Opportunities
Maintain the current membership cost structure– As opposed to a volume discount which would
penalize” the majority of Members
More training/ skills on how to run a successful business– Create a Professional Development SIG– Sales training
• How to sell yourself and feel good about it• How to engage clients, approach new end-clients
– Presentation skills training– Writing skills
65
Home-Based Sole Practitioners: Opportunities
Small business planning and health tools– How to assess your business health– Crisis planning– When to incorporate– How to find a lawyer– How to know if your business is healthy, and how to
fix it– Marketing your business on a budget– Small business resources and guidance– Legal advice and services
66
Communication
Communication
Communication is critical, but relevant benefits may not be communicated effectively– Anecdotally, what’s offered is “hard to get your head
around”• Members don’t know what’s available to them
– “A Member is a Member”• All Members are communicated with in the same way• No segmentation of messages by tenure, location,
interests, etc.• Some feel QRCA communications have not kept pace
with the proliferation of digital communication venues– Social networking in particular
68
Communication Mechanisms
Interactive
• Website• Views (quarterly)• NewsBites (bi-
weekly)• Connections (10/
year)• Facilities and
Services Directory• Ad hoc email
announcements
• Forum• Chapter Meetings• SIGs • Social Networking Sites
• LinkedIn• Facebook• Twitter
Member with Member
69
QRCA Outbound
QRCA with Member
• Conferences• Symposium• QCast• Ewald
Communication Opportunities
– Develop and implement an enhanced QRCA communication strategy with dedicated resources and clear goals/ tactics
• Create a culture of WIIFM (what’s in it for me?)– Explicit thought process to make every communication
relevant to various Member types» Who is this most relevant for? » Why? » How do we make this relevant to key segments? » How do we leverage/engage Chapters and SIGs in
communication?– Check for every QRCA effort: How to involve Chapters/ SIGs/
Forum
70
Communication Opportunities
• Communication tailored to what each person wants– Segment communication for Members with different needs
» Location, tenure– Consider separate versions or sections by Member type
• Customized outbound communications– Benefit matching tools to easily determine what’s most relevant for you
based on your profile, needs, interests– Opt-out of receiving printed materials (Facilities and Services Directory)
• More effective use of email– More descriptive headlines– More single-topic emails– Segmented (by tenure, needs/interests, desired communication
frequency)
• Self-serve online experience (see web section)71
Member Engagement
72
Member Engagement
Engagement is critical -- and limited– Those who are more engaged are significantly more
satisfied with QRCA (see prior section)– Levels of engagement vary widely across the
membership– The power of one compelling Member can spur
“latent” Members to become more engaged (anecdotal)• Manuela Fletcher enticed several MBTF Members
73
Member Engagement: Opportunities
– Reward engagement in QRCA -- blatantly and relevantly• Incentives to the most engaged Chapters – attendance, diversity, use of
online, consistent participation– There are some current programs that reward participation (greatest % and #
increase in Members)– Chapter chairs and planners attend meetings for free
• Engagement points earned for various professional development activities (read an industry book, attend a QCast, etc.)
• Promote existing award winners more• Promote the perks of being involved
– Leader events at conference– More recognition to those who are long-tenured– Testimonials on why it’s great to be involved
• Create more perks for leaders and awards for excellence• “Inside scoop” communications to leaders• Highlight engagement with more specificity
– Conference badge ribbons that say which committee you’re on– Listings of who participates in what ways in presentations
74
Member Engagement: Opportunities
Invite volunteering, sharing, and personal connections
– Make organizational needs known• Identify the specific roles and types needed to move a team (committee,
chapter) forward• Give key roles titles• Clearly define what’s expected (responsibilities) and how to be
successful (goals)
– Increase engagement among “latent” Members• Leverage influential Members’ personal connections with less active
Members in order to activate them• Provide liaisons for key Member segments (international, newer/younger)
– we recognize you, are here to answer/ direct your questions• Increase Mentoring• Have Conference Ambassadors reconnect with first-timers a month or
two after conference75
Benefit Overview
76
Current QRCA Benefits
QRCA offers a wide range of tools, materials, and forums that work to deliver value in several ways.
– Professional Development/ Education/ Knowledge
– Affiliation/ Networking/ Social
– Professional Stature
– Education About QRCA
– Tools to Increase Business
– Discounts 77
Current QRCA Benefits:
“Double Whammy” Benefits Fall into More than 1 Category
78
= Professional
Devel/ Education
= Affiliation/ Networking/ Social
= Profl Stature
= Education about QRCA
= Increase Business
= Discounts
Members Only
Committees
SIGs
Online Forum
Chapters
Annual Conference
Mentoring Exchange
Connections
Facilities and Services Directory
Current QRCA Benefits:
“Double Whammy” Benefits Fall into More than 1 Category
79
= Professional
Devel/ Education
= Affiliation/ Networking/ Social
= Profl Stature
= Education about QRCA
= Increase Business
= Discounts
Open to All (Members and Non-Members)
Bi-annual Symposium
Social networking sites
QCast webinars
Industry links
Breakthroughs site
Code of Member Ethics
Guide to Professional Research Practices
Professional competencies document
Views
Find a Researcher Directory
Current QRCA Benefits
80
MO = Members Only
= Professional Devel/ Education
= Affiliation/ Networking/ Social
= Profl Stature
= Education about QRCA
= Increase Business
= Discounts
Other Professional Development/ Education Benefits
Reference bibliography (to come)
Research tools links to secondary resources
Views Podcasts
White papersMO
Other Professional Stature Benefits
QRCA logo for use in materials
Global Outreach Scholarship
Rising Star AwardMO
MO
MO
Other Increase Business Benefits
Job BankMO
Discount Benefits
Discounts (see p116)
MO
Insights and Opportunities by Benefit Area
81
Professional Development/ Knowledge/ Education
The majority of QRCA benefits today have an educational component
82
• Annual Conference• Bi-annual QRCA/AQR Conference
• Bi-annual Symposium
• Committees• Chapters• SIGs
• Social networking (LinkedIn, Twitter, Facebook)
• QCast webinars• Online Forum• Breakthroughs site• Mentoring Exchange• Facilities and Services Directory
• Connections monthly newsletter• Views quarterly magazine and
podcasts
• Code of Member Ethics• Guide to Professional Research Practices
• Professional competencies document
• Industry links to professional orgs• Reference bibliography• Research tools – links to secondary resources
• White papers
Professional Development/ Knowledge/ Education
This orientation toward education suits the high importance Members of all types place on expertise and knowledge building
Education and Professional Development are also key motivators to join other professional membership organizations *– Some of which offer a broader roster of learning/ development
opportunities
But several learning benefits show significant gaps for satisfaction vs. importance– Gaps for “Educational opportunities,” Forum, QCasts, online
learning via SIGs and Virtual Chapter (see prior chart)– As online qual methodologies increase, Members are challenged to
keep up (anecdotal) 83
* Based on anecdotal feedback from Best Practice evaluations)
Professional Development/ Knowledge/ Education: OpportunitiesIncrease the number, variety, and depth of In-Person Training/ Learning opportunities– More tracks/levels of topics at conference and other events– Chapter half-day trainings – in-depth on a topic– Ongoing or longer coursework – to enhance commitment level– 101 “fundamentals” content for newcomers– RIVA-like trainings sessions– Discounts on training (RIVA, CPSI, others)– Master classes– “Learn from the Masters/Dissect a Focus Group” sessions –
experienced moderators lead groups (on tape, online or in person) and class sees first hand. Educational for Newcomers, validating for longer-tenured
– Master class workshops at conference – user generated. Everyone does HW ahead. Prepared to share techniques in session 84
Professional Development/ Knowledge/ Education: OpportunitiesIncrease the range of online learning resources– More virtual access to in-person events Members
cannot attend– QCasts
• More interactivity • Forum areas for Q&A with speaker• More times available• Post recordings to be available after session
– Techniques database – user generated, searchable– Conference presentation archive of documents and
audio – searchable– Enhanced Find a Member search functionality – Improved book/resource lists
85
Professional Development/ Knowledge/ Education: OpportunitiesIncrease training/ education on online and emerging technology and tools– Social media– Online qual methodologies– Digital communication
Add new learning/ knowledge resources– Resident Experts: Designate Member “experts” on a topic
who are available by phone hotline or Forum for questions/ guidance.
– Presentation pipeline: Formal vetting and development process to identify good topics and presenters for presentations. Tap the latent abilities and expertise in the membership 86
Networking and Affiliation
QRCA’s network of like-minded peers is a chief appeal– Networking and affiliation are a top Member desire,
and a top reason for satisfaction (open-ended in Member Survey)• More important with older, longer-tenured
– Our key interaction “streams” -- chapters, SIGs, committees – are fairly independent of each other
– For the many Members who are sole proprietors, face-to-face events (Chapter meetings, conferences) are valued opportunities to share with colleagues (anecdotal)
87
Networking and Affiliation: Opportunities
Make Chapters and SIGs focal points of Member interaction (see later detail)
Build the affinity benefit in all areas– Organize and promote all networking venues (SIGs,
Chapters, Conferences, Mentoring, etc.) more prominently on the website
– “Speed Networking” -- All-Member personal introductions at every face-to-face event
– Enhanced online networking opportunities (see web section for specifics)
– Foster integration and cross-pollination among Committees, Chapters, and SIGs
– Designated reps at all face-to-face events who encourage new introductions and make sure everyone is engaged 88
Conference
The annual conference is a critical Member benefit– “Double Whammy” for learning and
networking/ affiliation– High importance, particularly for remote
Members– Top open-ended reason for satisfaction
But – Key satisfaction gap – Limited participation
• 24% attended the 2009 Palm Springs QRCA conference
• 11% attended the 2009 Chicago Symposium• 5% attended the 2008 Barcelona AQR/ QRCA
conference 89
Conference
Considerations– Conferences are a big investment of time and money
• Geography is likely to remain a barrier, keeping Conference largely North American and AQR/QRCA largely non-North American
– Reported barriers* include signs of low value, with some objections due to:• Schedule• Associated costs (travel and accommodation)• Location (time/distance to travel to destination)• Yet no signs that conference fees are seen as excessive
– Newcomers lack social connection*– Educational enhancements may increase interest*
• Tracks for seasoned moderators and hands-on workshops are key unmet desires 90
* Source: 2008 Member Survey
Conferences: Opportunities
Make Conferences “Can’t Miss” Events– Increase conference attendance among newcomers and long-
tenured• Content that’s relevant to them• Promote the most relevant offerings in communications to each
segment• Newcomer discount (in development)• “Bring a newbie” discount
– Formal, structured ways to link like-minded people• Meals with special tables by chapter, interest, tenure
– Affordability• Promote roommate finder• Long-distance international discount, given high costs/resources
required
– Make the social connections work harder• Spouse activities, incentives, and discounts at Conference 91
Chapters
Chapters represent an important, and perhaps undervalued, resource– “Double Whammy” for learning and networking/ affiliation– Moderate importance – less so that the desires for learning
and affiliation would indicate– Satisfaction gap– Wide range of engagement
• 41% of Members did not attend a meeting (Member Survey)• Participation down vs. 2004
– Limited use of Chapter areas of the Forum – Chapter leaders challenged
• Say they struggle to engage Members• Programming development a challenge, and much is repurposed • Chairs feel invisible
92
Chapters
Virtual Chapter– The largest chapter -- 14% of Members– Currently run 3-day bulletin board sessions each
quarter– More than half of participants are non-North
American – making this a key resource for networking/ affiliation among Internationals
– Finding convenient points of face-to-face interaction is challenging (anecdotal)
93
Chapters: Opportunities
Elevate the importance of Chapters– Increase chapter budgets and increase the quality of
content/ presenters– Add all Chapter meetings to the events listing– Make Chapters a more robust part of the website – own
section, one of the top buckets/tabs– Chapter ID badges at Conf
Increase Engagement in Individual Chapters– Remote access to chapter meetings (in the works)– Split some of the largest Chapters to make
geography/distance to attend more manageable– Use more tech (online sessions) to overcome access
issues 94
Chapters: OpportunitiesCulture shift– All teams to go through thought process of how to engage Chapters
Empower Chapter Chairs– Chapter chair best practice sharing sessions– Handbook and training on how to succeed (in development)– Less personal responsibility for success
• Get individual Members to lead warms-ups, choose topics/ speakers, moderate discussions
Foster Connections Chapter-to-Chapter and Chapter-to-SIG– Regional conferences (in the works)– Pan-Chapter sharing sessions– Let people attend meetings of other chapters virtually (in the works)– Committees and SIGs present at Chapter meetings– US chapters “adopt a country” to increase connections with
internationals95
SIGs
A nascent resource with strong opportunity to increase Member value– “Double Whammy” for learning and networking/
affiliation• Including global exposure
– Moderate importance – less so than the desires for learning and affiliation would indicate
– Satisfaction gap– Limited engagement
• More than 1/3 are unaware of each SIG• At most, 10% have participated in any SIG’s online
meeting
96
SIGs: Opportunities
Make SIGs a focal point of Member interaction
– Promote at all face-to-face meetings, conferences– Promote on website– Create brief (one-page) overviews/ information
sheets
– Culture shift• All teams to go through thought process of how to
engage SIGs
97
Mentoring
An under-utilized “niche” benefit– “Double Whammy” for learning and networking/
affiliation– Niche position
• One third of Members – Particularly long-tenured (46%) -- are uninterested
• More relevant to newer Members
– Nearly half (in 2008 Member Survey) unaware– Low utilization: Most who are aware visit the
Exchange once a year or less
98
Mentoring
Opportunity– Extend usage (in the works with new database
system)– Engage longer-tenured Members to serve as
mentors– Improve matching services (geography, interests,
etc.) (in the works)– Mechanism for mentor and mentee to graciously
assess mutual comfort before full commitment– Share success stories via a “mentor spotlight” in
Connections/ NewsBites
99
Website
The website is a critical area for improvement– “Double Whammy” for learning and networking/ affiliation
• The “mouthpiece” for QRCA info/ benefits and key resource connecting Members to the organization
• Highest importance of all features tested (90% top 2 box)
– Reasons to visit are static and occasional• Majority of info is not refreshed regularly• Conference, Forum, and Calendar – more dynamic topics – are
used most (self-reported)
– Not relied on as heavily as it should be• Only a small segment have never used (6% or 10%, depending on
the question) • Frequency up since 2004, but most Members visit once a month or
less
– Satisfaction up vs. 2004, but still with large gap vs. importance 100
Website
Considerations– Recent upgrade has improved the site, but there are
still some communication gaps• Not organized intuitively and clearly
– Hard for Members to see what they “pay for”• Members-only areas listed, but not hyperlinked• Some benefits (e.g., Mentoring) very hard to find
– Hard for Members to get what’s relevant to them• No customization/ tailoring of messages/ pages based on
who you are and what you want• Calendar hard to digest -- organized by date rather than
event type• Chapter info limited and not geared to driving participation
101
Website: Opportunities
– Drive Member relevance• Stronger highlighting and organization of Members-only benefits • More customized content/ pages/ links for what’s relevant by
segment (young, longer-tenured, international, etc.)• Transform “My QRCA” to a more individualized page, with
segmented messages/ content/ offerings
– Organize the website more intuitively• Organize info to align with key benefit buckets (Knowledge,
Affinity, etc.)• Take a fresh look at site structure, links, and language• More prominent, powerful, comprehensive Calendar • Materials easier to find• Discounts better branded (provider pages look tacky)• Better utilization and click-through data
102
Website: Opportunities
– Self-serve online experience• Website as centralized hub for info• Better emphasis/ highlighting of what is “Members only”• - This area for Members only• Starbursts or colors• Show people how to use various benefits• Organize the website more intuitively
– Increase online networking/ affiliation• Chat/ Instant messaging to know who’s on and who you can talk
to (not just “Who’s on” on Forum homepage)– Education on how to use other IM platforms when on the site/Forum
– More use of current media• Videos, interactive tutorials, etc.
103
Forum
The Member Forum is a key opportunity area– “Double Whammy” for learning and networking/ affiliation– Fairly high importance, but satisfaction lags
• Particular opportunity for International and remote Members
– Most Members (2 in 3) have used (self-reported)• Frequency up vs. 2004• Anecdotally, lots of non-active viewers (“lurkers”)• Key barrier – not top of mind
– Overwhelming amount of information• Hard to find the “new news”• Hard to search/ find the info that’s relevant in the history
– Intimidating• Handful of active, vocal posters
– Have to log in twice
TechComm has initiated many steps to improve the Forum over the past year or so, based on Member feedback– Most geared to increasing the quantity (not necessarily quality) of usage
104
Forum: Opportunities
Improve the usability and usage of the Forum– Forge ahead with the many improvements that are
underway• Opt-in to get daily digest summary• Subscribe to topics and threads• Delete old, unused threads• Education on how to use
– “Get started” conference calls promoted in NewsBites– Newcomer primer
• Scavenger Hunt• Code of conduct
105
Forum: Opportunities
Promote existing functionality– Promote adding pictures to personalize– Promote ability to rate threads– Private messaging
New enhancements– Better use by Chapters– Better usage data (views among lurkers, RSS use, posting
frequency/volume, etc.)– Stronger newcomer introductions – buddy system,
insiders’ guide– Explore additional ways to limit intimidation by “howlers”– More “community-like” look and feel
106
Forum: Opportunities
Use the Forum (and LinkedIn) as a behind the scenes “pulse” of the organization– Hot Forum topics can become relevant content for
website, chapters, conference
107
Information Vehicles (Publications)
4 main information vehicles, apart from website
108
NewsBitesConnectio
ns Views
Facilities and
Services Directory
Type of Content
Information, News
Affinity, Knowledge
Knowledge, Industry
leadership
Business operations
Format Email EmailHard Copy
SubscriptionHard copy +
website
Frequency
Bi-weekly10 issues per
yearQuarterly Annually
Audience Members only Members onlyMembers and non-Members
Members only
Archive No Website WebsiteUpdated on
Website
Information Vehicles (Periodicals)
By and large, the 3 periodicals are working well– Awareness is high– Views and Connections – in particular – are strong ways to convey
the knowledge/ professional development Members want– All deliver well relative to importance– Readership is moderate
• Most open, and skim Connections regularly• Most read and like the industry focus of Views• Most read NewsBites, but only half of them regularly
However– Anecdotally, Members lack clarity about what each vehicle is
uniquely designed to offer them– Newer Members are weaker readers– Utilization and impact data are limited
109
Information Vehicles (Periodicals): Opportunities
Stay the course, with some tweaks– Clarify mission of each vehicle
• Share grid on p105 in each vehicle and on website
– Measure the readership and value of these vehicles every time they go out
– Customize the communication stream: Ask Members at renewal what they want to receive
– Abandon the print paradigm with Connections and NewsBites• Smaller, easier to digest• Pictures• Invitations and ways to respond built in• Interactivity 110
Information Vehicles: Facilities and Services Directory
Overall, the F&SD delivers well based on its importance– Less relevant to International Members
However, its scope is a bit outdated– Focused on face-to-face facilities– Static listings only
Opportunity: Increase the F&SD’s relevance for Members – Online access– Opt-out of receiving printed version– All suppliers available for all services (in process with online SIG)
• Facilities, online platforms, transcription, web conferencing, etc.• Include online user ratings – “trip advisor for QRCs”
– Need to circumvent liability issues
• Offerings beyond what’s available elsewhere (Impulse Survey, Greenbook, etc.) 111
Stature and Leadership
Being part of a recognized professional organization is a leveragable benefit for some Members – Adds credibility
But QRCA is not currently seen as a strong industry leader (in 2008 survey)– Half of Members feel we need a higher industry profile– Not seen to take a strong role in leading the industry– Anecdotally, seen as lacking vs. other professional
Membership organizations
Major rebranding efforts have occurred since the survey
112
Stature and Leadership: Opportunities
Bolster branding and PR efforts with some additional enhancements– Qualitative Research Industry Award (in the works)– Speakers Bureau (pilot in the works)– Guidance on how to use QRCA logo/ branding– Promote and support the online "Find a Researcher"
tool to the public via web search– Clarify and reinforce the role of QCasts as client
relationship- and credibility-builders– Include QRC representatives from each targeted
Member group
113
Credentialing
Accreditation and credentialing have been controversial within QCRA– Most recent explorations opted to not pursue
However, anecdotally, there is some continued interest– Some in Canada are concerned, given the active role of MRIA– May also matter more internationally, where governments
and/or buyers pay attention– Yet credentialing ranks well below other priorities (7th overall)
– with even lower interest in Canada and internationally
Opportunity: Reevaluate the credentialing opportunity in the future
114
Social Networking
QRCA’s presence on social networking sites (SNS) has not been fully leveraged– Presences on LinkedIn, Facebook, Twitter
• Not all of these have official “owners”
– Links from QRCA site to SNS not prominent– Likely a key appeal for younger Members, who are more
attuned to online social networking– Provides Members a safe way of dipping their toes in the
SNS water without fear of “screwing up”• Should be encouraging to non-users
Opportunity: Explore additional venues and opportunities (in the works with Tech Comm)
115
Discounts
QRCA currently offers discounts on a number of products and services, some of which are only available in North America:
116
• Insurance -- Health, Life, Dental, Disability, Travel
• Teleconferencing, Web conferencing, Video conferencing, Web streaming
• Health and wellness center
• Member Mall
• Aflac
• Debt collection
• Office supplies
• Flower delivery
• Car rental
Discounts
Discounts appear to be a low-priority benefit– Anecdotally, discounts are the top thing people mention
when asked “what else could QRCA do” – but not the reason people join and stay
– Telecom, shipping, and car rental are the most valued (self-reported)
– Utilization appears low• Although data are limited
– Not promoted well – have to dig on website– Anecdotally, not differentiated vs. other organizations
• “Everyone offers this stuff”
– May be less relevant to:• Younger/newer Members who may work for others/companies• International Members who do not have access
117
Discounts: Opportunities
Stay the course with offerings– Adding discounts is, overall, a low priority– When opportunities occur, consider business-
relevant Member discounts • Recruiting, facilities, online platforms, book publishers
– Improve look and feel of current offerings • Make them easier to find online• Improve look and feel of provider web pages
118
Business Generation
Unlike other professional organizations, QRCA is not a business generator today. But this dynamic is worth considering/expanding– Currently we offer a Job Posting section online
• Limited promotion and use• End user-generated
– Anecdotally, having a robust tool to connect with job opportunities would be enticing
Opportunities: Enhance Job Bank– Promote current functionality in more places, including
public via web search– Opt-in notification system
119
QRCA Knowledge of Members
120
QRCA Knowledge of Members
There is some concern about the representativeness of the Member Survey data, given low response– 37% vs. 58% in 2004 and 53% in 1999– However, a comparison of 2008 responders to the
Member base overall shows that – at least on what we know – the sample is a good mirror of the Membership as a whole• Gender, age, country, QRCA Tenure
We don’t have great utilization data for various benefits and offerings– Rely largely on self-reports from Member Survey 121
QRCA Knowledge of Members: Opportunities
Get better data on our Members (what they look like, and how they change over time)– Capture more track-able profile info in all applications and
surveys• Location, business size/ environment, tenure, etc.
– Assess representativeness of survey data for each wave– Revamp Member survey to be more relevant and
actionable• More frequent (annual or bi-annual)• Comprehensive, aligned feature and benefit lists• More discriminating satisfaction scale (more points at positive
end)• More true open-ends, not predetermined lists
– Ask for and analyze more robust profile info on QRCA social networking sites and Forum 122
QRCA Knowledge of Members: Opportunities
Improve other data (beyond Member Survey)– Vendor reporting on service utilization– Feedback loops built into all vehicles and offerings
• Surveys in Connections and NewsBites on readership and value (caveat – among a limited segment of users)
– Exit surveys/interviews with Members who do not renew • MemComm and Chapter Chairs to lead, develop topic
guide
123