As a result, IoD has been able to create a new membership product, IoD Advance, which better meets the needs of the three key target segments that they were most interested in engaging.
The findings were also used to set the pricing for IoD Advance, and the response from the market so far has been very positive, with IoD’s three target segments most highly represented among its new members.
On launch the new programme was oversubscribed and generated a significant amount of positive interest from existing members, non-members and the media.
Suzanna McGloin, Head of Marketing at IoD: “I would absolutely recommend working with Clusters as a research partner. Their friendly, collaborative approach coupled with their data expertise ensures that the results are not only insightful but also actionable.”