Customer Research Insights

Gather Research Insights to Understand How Your Customers Will Behave in Response to Changes in the Market or Your Offering

Overview:

A regional grocery co-op sought to reshape their membership program to be more sustainable, while optimizing the program for prospective members in the future.

Challenge

Understand the key membership program elements most important to both current and prospective members. Additionally, evaluate prospective members’ likelihood to enroll, and the degree to which current and prospective members would change shopping frequency and spending amount if aspects of membership were changed.

Approach

Utilize research insights from a combination of Maximum Differential Scaling and Choice-Based Conjoint exercises, among both current and prospective members, to assess the most important features of membership. Build a market simulator to highlight which membership aspects hold the highest utility and have a maximum positive impact on spend and, ultimately, ROI.

Outcome

The regional grocery co-op was able to identify and test ideal membership program features to maximize growth for the business with a sustainable path forward. The new program, which was rolled out across the region, has had a positive effect on growth while preserving the appeal, connectedness, and loyalty of members.