The brief
A membership organisation for medical professionals wanted to better understand members’ needs, specifically in relation to their training and CPD offer. They commissioned Shift to research their offer, how this could be made more attractive in future, and how to increase attendance of future events.
The approach
- We conducted 50 qualitative interviews, lasting 45 minutes each, with a mixture of members and non-members, trainees, consultants and SAS doctors. The interviews allowed for detailed discussion of members’ wants, needs and perceptions and explored key research objectives.
- We also conducted an analysis of 10 select competitors to understand their offerings and what differentiates them. This involved online research looking at competitors’ largest events and their educational offer more broadly.
The value
Shift produced a detailed report, illustrating the current landscape, as well as providing the organisation clear recommendations. The findings supported the development of their education strategy.