Understanding Members Through Research

Posted by AH on Aug 19, 2015, 1:24:00 PM

by Amanda Metes, Associate Marcom Manager

The Computer Measurement Group (CMG) is a not-for-profit, worldwide organization of IT professionals committed to sharing information and best practices focused on ensuring the efficiency and scalability of IT service delivery to the enterprise through measurement, quantitative analysis, and forecasting.

The organization wanted to ensure they were bridging the gap between two seemingly disparate groups of members: those in IT performance-focused functions and those in system capacity-focused functions. CMG partnered with AH to better understand the needs of current members, lapsed members, and non-members. Ultimately, CMG wanted a brand refresh to reach new audiences in performance and capacity, using its existing logo, look, and feel.

The Approach

After reviewing CMG’s database and previous research, a comprehensive, 60-question survey was compiled based on the feedback and recommendations of identified CMG leaders. The survey was designed to identify and articulate different and common needs of the two subgroups. An electronic survey was sent to CMG’s full database as well. In total, AH received 350 survey responses needed for a statistically significant population.


Based on the survey findings, the AH team identified key trends, new products and resources, and areas of opportunity to address concerns and member feedback. Through the survey, AH learned that each functional group had a need to understand the other, but wanted CMG to provide trends, insights, and value to their functional group. CMG was repositioned to be the connection point for a world of performance and capacity professionals — marrying two truly niche groups in the industry. The new refreshed theme and positioning successfully leveraged the existing logo and was used in a new membership theme and online.


Topics: branding, Research