If you ask current or prospective members what they need, they will tell you what they want. If you ask them to describe their world, they will give you insights as to what’s important to them that will enable you to determine how you can help.
If you ask current or prospective members what they like, they will tell you what they think they should say. If you ask them to describe what they actually do, their behavior will provide insight into their real preferences.
We find that knowledgeable analysis and interpretation, sensitive to the peculiar dynamics of associations, is what distinguishes useful member research from junk.
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