Sports Innovation Institute faculty and students completed a study of USA Diving memberships to understand why individuals were not renewing. Surveys and interviews of past USA Diving members were conducted with the goal of identifying ways USA Diving’s membership structure could change to increase renewals.
Qualitative methods utilized empathy and focused on deep understanding of consumer motives and behaviors to hone survey design questions. Next, the key themes were surveyed and an importance performance analysis utilized to prioritize membership benefits and satisfaction.
The team delivered to USA Diving:
1) Membership-driven data they can use to inform solutions
2) Reasons members discontinued membership
3) Value rankings in terms of membership benefits and participation
4) Key business insights and recommendations