The East of England Energy Group (EEEGR) is based in Great Yarmouth, Norfolk. The not-for-profit trade organisation provides membership to over 300 people in the region and offers new opportunities and knowledge to enable companies to strategically grow their businesses. Mackman Research was commissioned to conduct a survey on behalf of EEEGR. The research was carried out to help EEEGR understand whether they were currently following the correct strategy for their members; to establish any gaps in membership and to determine the future requirements of its associates. The members survey was essential for gaining insight into current perceptions of EEEGR and to make decisions about strategic changes necessary to deliver a better service.
In collaboration with EEEGR, Mackman Research designed a questionnaire for members to complete. Individuals were invited to participate by the General Manager at EEEGR. Participants were notified that the survey would be anonymous, and respondent details were only needed if they wanted their company to be entered into a prize draw to receive four tickets to the EEEGR Christmas Networking Dinner.
A mixed methodology using invitation by email (online survey) and telephone interview was used to contact all representatives. The telephone interviews lasted between 15 and 35 minutes, depending on how much information the member had to comment. The online version allowed customers to answer the survey questions in their own time.
114 individuals took part in the survey which achieved a confidence level of 95% and a confidence interval of +/-7%. After evaluating the findings data from the mixed method survey, Mackman Research created a detailed report summing up the key findings and making suggestions based upon the results. The comprehensive report has supplied the client with insights as to how to improve on their membership benefits to ensure that they meet their mission of providing opportunities and knowledge, to enable member companies to strategically grow their businesses.