As a MemberWise Recognised Supplier, Enventure Research will be returning to the MemberWise Membership Excellence conference on Thursday 19 November 2026, joining hundreds of membership professionals at Novotel London West.
This year’s theme, Driving Growth Through Engagement & Value, reflects many of the challenges we regularly explore through our research with professional bodies, royal colleges, institutes and trade associations.
How well do organisations really understand what their members value? Are they reaching the right people? And, crucially, is the evidence they collect helping them make better decisions?
These questions are at the heart of our preparations for this year’s conference, where we’ll be sharing six questions every membership organisation should be able to answer.
Understanding members means looking beyond headline figures
Most membership organisations have access to plenty of information about their members, from renewal rates and event attendance to website usage and membership survey results.
But understanding what members do isn’t necessarily the same as understanding what they need or value.
For example, a frequently used membership benefit may not be the one that most influences someone’s decision to renew. Equally, a member who rarely attends events or engages with communications may still place considerable value on professional recognition, representation or knowing support is available when needed.
Understanding membership value means exploring not just which services members use, but why membership matters to them.
This was a central consideration in our research for the Institution of Occupational Safety and Health (IOSH), where we combined survey research, focus groups and interviews with current members, lapsed members, non-members and other stakeholders. The research provided evidence to support the development of IOSH’s membership offer and future attraction and retention activity.
Are we hearing from the whole membership?
Another important challenge is ensuring that research captures the breadth of experiences across a membership organisation.
Headline satisfaction or engagement figures can conceal meaningful differences between groups. Members at different career stages, in different locations or holding different membership grades may have very different expectations.
It’s also important to consider whose views might be missing. Those who are less engaged, have allowed their membership to lapse or have never joined can provide perspectives that aren’t always captured through traditional member surveys.
Looking beyond overall results through subgroup analysis and qualitative research can help identify where particular groups are being underserved and where improvements could have the greatest impact.
Our annual global member research for the Chartered Institute of Building (CIOB), delivered since 2023, demonstrates the value of tracking members’ experiences over time while exploring differences across membership groups and identifying changing priorities.
Turning member feedback into action
Ultimately, the value of membership research lies in what organisations can do with the findings.
An effective member survey should do more than report satisfaction scores or produce a list of requested improvements. It should help organisations understand priorities, evaluate potential changes and make informed decisions about their services, communications, membership proposition and wider strategy.
That starts with identifying the decisions the research needs to support, then designing the questions and research methods around them.
Sometimes a quantitative survey provides the evidence required. In other cases, interviews, focus groups or consultation can help explain the reasons behind the findings and explore possible solutions.
The aim is to move beyond collecting feedback towards generating insight that can inform meaningful action.
Come and meet us at Membership Excellence 2026
At this year’s conference, we’ll be inviting delegates to consider six questions covering membership value, engagement, retention, services, priorities and how research evidence can support decision-making:
- What do our members value?
- How engaged are our members?
- Why do people leave, or choose not to join?
- Are our services and communications working?
- What should we prioritise next?
- What does the evidence mean for us?
If you’re attending, we’d welcome the opportunity to catch up, hear about the challenges facing your organisation and discuss how independent research and consultation could help.
You’ll find the Enventure Research team at stand B06.
We’re also offering a free 60-minute Member Insight Review, providing an opportunity to discuss what you already know about your members, identify potential gaps in your evidence and explore possible next steps. Reviews take place online after the conference, include a written summary and are entirely without obligation.
Book a chat on stand B06 or request your free Member Insight Review