Segmentation of quantitative research ouputs is increasingly of interest to membership organsiations wishing to develop a deeper understanding of sub-groups of members and personalise the membership experience.
Using our experience of running quantitative research surveys for membership organisations, we developed our Net Engagement Ratings (NER) model to compare and track engagement of members, lapsed members and other stakeholders.
The model applies a numerical rating scale to questions that assess elements of behavioural or attitudinal engagement. The resulting NER scores can be compared between segments.
The NER approach can be used alone or in addition to other segment analysis, and can be used to inform member profiles, develop Key Performnce Indicators and track engagement of different segments over time.