A new membership package

Case study

The context

An attractions operator had identified a gap in the market for a new type of membership package. Exploiting this gap would open up a new revenue stream – providing the deal contained the right balance of features, at the right price for the right audience.

What we did

A multi-stage research programme:

Desk research and an audit of competing schemes in the market

Qualitative exploration of visitors’ attitudes and behaviours to membership/ passes

Quantitative assessment of the opportunity and proposition including conjoint, with a simulator to model take-up with different combinations of features and price points

How it helped

The client was able to make solid, evidence-based decisions about the future of its membership portfolio, and the implications for marketing, product and pricing, as part of its wider growth plans.

Get in touch

Let’s talk about you