The Problem
A leading online training platform for fire investigation professionals needed to understand how their users were engaging with their diverse platform capabilities. With multiple features ranging from training modules and independent development plans to distance learning programs, the team lacked clarity on which capabilities resonated most with their audience and where engagement gaps existed.
They need intel to effectively prioritize product development and craft targeted marketing strategies to drive deeper platform adoption and user satisfaction.
The Approach
We designed and fielded a survey-based study to measure satisfaction and engagement across all platform capabilities. Working with our client, we recruited over 700 of their members through a 3-wave email outreach process, ensuring broad representation of the user base.
We developed a structured survey to assess awareness, satisfaction, and challenges with the breadth of the platform’s features and leveraged AI-powered thematic analysis to identify patterns in open-ended responses.
The Results
Feature Awareness Gaps
Identified critical awareness gaps despite strong feature performance for several capabilities, revealing opportunities to drive engagement through improved feature visibility and communication.
New Learning Content Opportunities
Uncovered consistent content priorities through thematic analysis, revealing strong demand for specific education topics not yet covered.
New Capability Adoption Approach
Produced specific guidance on features and structure needed to maximize adoption for an upcoming Distance Learning program.
Membership Acquisition Messaging
Isolated core reasons behind securing a membership with the parent association, delivering actionable insights to strengthen retention strategies and refine value-based messaging for acquisition efforts.
Did You Know...
If you want to maximize feedback from an existing audience or customer base, you’ll need to reach out multiple times to solicit their time. Between busy schedules, vacations, and simply inbox overflow, individual messages get lost in the shuffle. By including two, or even three, waves of outreach, you improve your chances of getting robust feedback.
