What we do
Membership and audience development
Research and development to understand members and audiences, strengthen the proposition and turn insight into services people value.
The offer
Independent support shaped around the question, context and intended use.
Membership bodies and networks often hold rich knowledge about their communities, but need an independent way to distinguish strong signals from habit or assumption. The Innovation Office brings together member research, segmentation, proposition development and practical service design.
When this helps
Useful when you need clarity, momentum or an independent view.
- Membership is changing and the current proposition needs testing
- Engagement is uneven or concentrated among a familiar core
- The organisation has data, but lacks a clear account of needs and segments
- New services or income opportunities need evidence before investment
- A board or team needs agreement on where member value should come from
Ways we can help
A flexible scope, assembled around what the work needs.
Segmentation and needs analysis
Membership value proposition development
Engagement and retention strategy
Service portfolio review and new-service design
Member journeys, communications and participation routes
Board workshops and evidence-led prioritisation
Likely outcomes
Designed to leave something useful behind.
- A more nuanced understanding of members and audiences
- Sharper propositions rooted in real needs
- Clearer priorities for services, engagement and investment
- Practical opportunities to improve participation and retention
- Evidence that supports board decisions and organisational change
Delivery formats
Different ways to work together.
- End-to-end membership research
- Focused discovery or proposition testing
- Segmentation and insight projects
- Board and team workshops
- Service development sprints
- Ongoing critical-friend support
Relevant experience
Credibility across research, evaluation and delivery.
- Commissioned membership research for Birmingham Law Society
- Segmentation work for Help to Grow: Management alumni engagement
- Membership and community development support for professional and purpose-led organisations
Start with the need