Market Research
When you want to know more about your membership to build marketing solutions that get results, you need quality analysis. Since 1990, LemmonTree has conducted market research including surveys, focus groups and assessments
Market Research
For market research, our professional staff will provide an analysis and report that offers recommendations aimed at improving the credit union. Our suggestions address the credit union image, member communication, service, employee communication, products or technology just to name a few areas you may be interested in studying.
Member Surveys
In today’s highly competitive marketplace, it is imperative for credit unions to stay in tune with their members’ financial needs, trends associated with the financial industry, and the perception of members with respect to loyalty (Primary Financial Institution) and relationship building.
Each of our survey projects, whether online, by phone or by mail, is customized to meet the needs of the client credit union and to help establish benchmarks for future tracking. Our clients have gained from learning such key information as:
- Satisfaction levels of a segmented sampling of the membership which is representative of and can be applied to the overall membership.
- Trends or a similarity among answers indicating a need for changes in operations or new services.
- Member perceptions of the image and professionalism of the organization, specific to staff departments.
- Areas to be addressed with marketing planning and activities, such as branching and technology/electronic delivery services.
- Indications related to future asset/liability management issues.
- Satisfaction levels of quality and services by individual branches.
>> Back to Top
Focus Groups
LemmonTree Marketing Group has conducted focus groups for many years to answer questions for a variety of clients. As credit union and market research experts, we understand the credit union industry and the need for specific information required to make sound business decisions. We also know how to interview members in a group setting to make them open up and provide honest answers.
Each focus group project is customized to meet the needs of the individual client. Being committed to the highest industry standards, you will find am insightful design to your research that capture actionable data. Our clients gain from learning key information such as perceptions of:
- New products
- Price points
- Service quality
- Company products or image
- Trends
- Communication efforts
- New names and name changes
- Positioning statements
- Logos and printed materials
You can determine the loyalty of your members, their knowledge of your current products and services, how well they understand the benefits of being a member, and if they are interested in the credit union providing new products and/or services.
Why Not Other Research Techniques?
While mailed, phone and online surveys are all good for quantitative research, not for gathering member perspectives for an emotional issue. Focus groups provide qualitative research. The ability to sit with 20-30 people to "pick their brains" about your topic(s) allows us to uncover more through the interaction, through body language, and by the opportunity to probe their answers. By asking in-depth questions, it is easier to get to the reason behind their answers in a focus group setting.
Surprising items are always uncovered during focus groups, just by the nature of allowing members to discuss their experiences, their opinions, and their responses to other members in the room!
>> Back to Top |
