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Daily Buzz: The Value of Member Interviews

Conversations can stir up a wealth of valuable insights

Sending a quick online survey has become the norm for gathering member feedback. But talking to members one-on-one can stir up a wealth of valuable insights, says Amanda Myers on the Personify blog.

“While big-scale efforts like surveys have their place, interviews can be a quick and easy way to complement macro-level data with depth and qualitative insight,” she says. “An approach that includes both allows you to develop an accurate, thorough sense of your constituents and leaves your organization with a higher feeling of confidence with the information you collect.”

For an effective member interview, start by identifying your goal for the conversation. What are you hoping to learn? Let that objective be your guide as you prepare questions.

Once you sit down with a member (or get him or her on the phone), it’s likely to be awkward at first—and that’s normal. People will share more honestly if they feel relaxed and comfortable, so Myers suggests easing in with simple questions and practicing behaviors that will help them feel heard, such as making eye contact and taking notes.

Another way to put members at ease: Explain the purpose of the conversation and how the information you gather will be used.

Please select this link to read the original article from Associations Now.

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