The CSP required a robust piece of research which explored the attitudes, drivers, influences and preferences of core member segments. The research aimed to inform a holistic and member-centric communication and engagement strategy, as well as to offer evidence to support other business decisions across the society.
Shift set out to better understand key motivating and driving factors for engagement; members’ perceptions of the CSP; and preferences regarding communication.
Our approach and methodology
We developed an in-depth, multi-method approach with the aim to target a wide range of member types, as well as allowing for greater detail and honesty of response.
- Internal interviews and workshops: The first stage of the research involved 5 internal interviews with members of the CSP leadership team and 3 workshops with CSP staff to help us refine the research objectives and inform the development of the interview and survey guides.
- Qualitative interviews: We conducted 65 in-depth telephone interviews with members across the core segments of membership. The sample of respondents was also carefully selected to accommodate a sector split to include NHS, private and self-employed members.
- Quantitative survey: An online survey was developed in collaboration with the CSP using findings from the qualitative research stage so as to further explore and quantify initial findings. Advanced techniques such as regression analysis and cluster analysis were employed in this phase in order to determine overall satisfaction and variances between different member groups.
Delivering results and value to our client
In-depth results and recommendations were delivered to the CSP by means of a report and several presentations of results to CSP staff. These results highlighted the attitudes and motivations of members in relation to their professional lives and their current training needs. It also brought out respondents’ expectations of the CSP, preferences regarding communication and personal involvement, and barriers to increased engagement. Shift was thus able to provide well-informed recommendations for promoting member involvement.