Case study · Membership
Refreshing member insight for CITMA
A full member survey gave CITMA an updated picture of what members wanted from their membership and evidence on demand for events, training, learning, and mentoring.
AudienceCITMA members.
ApproachSecure online member survey using personalised invitations, reminders, and wider promotion across CITMA channels.
Value to CITMAUpdated benchmarking and practical evidence on member needs, perceptions, and future service demand.
The brief
- CITMA wanted up-to-date insight into member views and experiences following its previous member survey several years earlier
- The research needed to understand what members wanted from their membership, test new ideas, and assess demand for future services
The approach
- We designed the questionnaire with CITMA, securely hosted the survey online and sent personalised invitations to all members with valid email addresses, supported by up to four reminders
- The survey was also promoted through newsletters, LinkedIn, and at the Spring Conference, with a £1 donation to Jonathan’s Voice for every response received
The outcome
- The survey generated 438 responses, representing a 26% response rate
- Enventure Research carried out detailed analysis, including subgroup comparisons and thematic coding of open comments
- Updated evidence on member attitudes and perceptions
- Specific insight on demand for events, training, learning, and mentoring
- Benchmarking data to support future tracking of member opinion