Uncovering Member Needs with Qualitative Research
Determine the ways you can best serve your membership
If you want to know what your members need, a good starting point is to ask them. But once you have their feedback, how can you bring all the pieces together to build a clear picture and determine next steps?
The American Society of Anesthesiologists (ASA) has been working on this puzzle through its ongoing Lifecycle and Ecosystem research project.
"We started this research in 2018 to look at the full life of an anesthesiologist," said Gonzo Schexnayder, CAE, director of member and product experience at ASA. "The goal is to get a better sense of how to support our members through each phase of the lifecycle, from the moment they decide to pursue the career through retirement."
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