A case study with DYRSL
The client wanted to better understand member needs for the current member rewards program.
From a business perspective, they wanted to improve balance between community and commercial, while still remaining the venue of choice for members.
The key was to ensure that value perceptions at different tier levels were in line with the club’s desired optimisation and design. They also wanted insight from a staff perspective.
We conducted face-to-face focus groups
Sessions included members across each tier level a- four in total
We also conducted sessions with staff to ensure we had a 360 perspective
For convenience, groups were conducted in the club venue.
A clear picture of needs and preferences for each tier level.
Members provided fresh thinking on idea for optimisation which the club used for its member reward program strategy.
Insight from Staff helped ensure the right commercial balance between member needs and client offerings
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