As the end of the year approaches, finding space in members’ calendars becomes difficult. Work deadlines, end-of-year functions and Christmas preparations all compete for attention. For associations considering substantial research, the window to design a study, collect considered responses and make sense of the findings before year end is closed.
Rushing a survey into this period risks asking members for their time when they have little to spare. It can also leave your team trying to manage research alongside its own year-end commitments.
There is, however, useful work you can do now. Planning your research before Christmas means you can be ready to begin once the new school year resumes, when members return from holidays and settle into the working year.
Start with what you need to know
The first conversation should be about the decisions your association faces in 2027. Are you developing a strategic plan, reviewing your membership proposition or building evidence for advocacy? What do you need to understand, and when will the findings be needed?
Clear objectives give the research a purpose and help keep its scope manageable. They also make it easier to involve your board and colleagues early, so important requirements are considered before the questionnaire is drafted.
It is worth reviewing the evidence you already hold. Previous research, membership records and service usage may answer some questions or reveal gaps that warrant further investigation. This helps ensure you use members’ time well when you do ask them for input.
Put the practical arrangements in place
Once the focus is agreed, planning can address who needs to participate, the most appropriate approach and a realistic timetable. If you need to understand differences between member groups, that should inform the design from the outset.
This is also the time to confirm budgets, organise contact records and coordinate research with other member communications. Working backwards from the date you need the findings allows time for analysis and discussion, as well as collecting responses.
Be ready when members return
Talking to Survey Matters now gives us time to work through the focus and objectives with you, agree the approach and prepare for a suitable launch after the summer holidays.
You do not need a fully finalised brief to start that conversation, even a clear sense of the challenges ahead is enough. With the preparation completed, your association can begin its 2027 research with an agreed purpose, a workable schedule and confidence about how the findings will be used.