Case study · Membership
Benchmarking member and market experience for CIPP
Independent annual research with members and the wider payroll profession gives CIPP current evidence on satisfaction, services, communications, and future priorities.
AudienceCIPP members, recently lapsed members, and payroll professionals who had never held membership.
ApproachSecure online survey using personalised invitations, reminders, and wider promotion across CIPP channels.
Value to CIPPCurrent, benchmarked evidence to inform strategy, business planning, and development of the membership offer.
The brief
- CIPP conducts an annual market insight survey to evaluate customer satisfaction and experience
- Having previously administered the survey internally, it appointed Enventure Research to deliver the programme independently
The approach
- We co-designed a questionnaire covering member benefits and services, communications, compliance, policy and research, education, events, training, sustainability, and recommendation
- The survey was sent to opted-in members, recently lapsed members, and non-members who had previously engaged with CIPP, with wider promotion through the website and social media
The outcome
- The survey generated 848 responses, with a 10% response rate among members
- Enventure Research provided a comprehensive report including comparisons with previous results and relevant subgroup analysis
- Up-to-date evidence on perceptions of CIPP services and support
- Benchmarking to show how views are changing over time
- Insight to inform future strategy and business planning