Campbell Rinker helped a professional association measure the feasibility of a new membership program designed to meet the needs and interests of an under-served segment of its membership. To accomplish this task, Campbell Rinker conducted an online study including a research technique called a conjoint exercise, asking current and prospective members to choose between various hypothetical groups of membership benefits against each other. We then analyzed the data to forecast the likely return on investment this association would see. Using these data, the conjoint helped identify the key benefits and price points needed to make the new program feasible. Methodology: Online Survey, Conjoint Study, Modeling
