Challenge
BASIS wanted to better understand its membership proposition, the competitiveness of its course offer and overall levels of member satisfaction. The challenge was to uncover what members valued, where expectations were not being met and how the offer compared in a competitive training environment.
Approach
We carried out membership research to explore views on value, the quality and relevance of courses, and areas where the organisation could improve. The work focused on both practical and perceptual factors, helping BASIS understand not just satisfaction levels but also the underlying drivers of loyalty and competitive strength.
Outcome
The findings helped BASIS strengthen its understanding of member priorities and gave the team evidence on where the proposition was strongest and where improvement was needed. It supported more informed decisions about member experience, course development and competitive positioning.