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.

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