Market Research for Associations, Nonprofits, Education, and Public Sector Organizations
Bixa is a research partner for associations and nonprofit organizations
Bixa helps associations and nonprofit organizations understand their members, strengthen engagement, and identify opportunities to deliver greater value. Our research programs uncover the insights behind member needs, program participation, event experiences, and emerging industry challenges. Through methods such as member surveys, interviews, segmentation research, and trend studies, we help organizations make informed strategic decisions that support long-term growth and impact.
Associations and nonprofit organizations partner with Bixa to answer questions like:
• What challenges, priorities, and emerging issues matter most to our members or stakeholders?
• How do audiences (including members / prospective members for associations) perceive our organization compared to alternatives?
• Which programs, services, and benefits deliver the most value?
• What messaging resonates with audiences such as current and prospective members?
• How can we improve engagement, participation, and retention?
• What factors influence whether professionals choose to join or renew association membership?
• How can we segment our members into distinct groups with different needs, motivations, and engagement patterns?
• What proprietary research or industry insights would our target audience find most valuable?
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How Bixa helps associations and nonprofit organizations
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Market Research or Audience Engagement Research
Bixa conducts market research for associations and nonprofit organizations to understand the evolving needs, priorities, and challenges of their members and stakeholders. These studies help organizations identify what matters most to their communities, how audiences perceive the organization, and what drives engagement (or churn) in programs, events, and membership.
Data-backed insights help organizations make informed decisions about programming, strategic initiatives, and industry leadership. Bixa’s research often includes:
• Member interviews and qualitative research to understand challenges, priorities, and emerging trends within the community
• Member segmentation research to identify distinct groups with different needs, motivations, and engagement patterns
• Member surveys to measure satisfaction, engagement, and program value
• Event and conference research to evaluate attendee experiences and identify opportunities to improve participation
• Competitive perception studies to understand how audiences perceive your organization compared to alternative resources or communities
• Brand and reputation research to measure awareness, credibility, and perceived value
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Program / Member Value Research
Associations and nonprofit organizations often offer a wide range of programs, benefits, and services. It can often be tricky to determine which initiatives provide the greatest value to members—which are must-haves, which are nice-to-haves, and which don’t garner enough interest to continue investing in.
Bixa helps organizations evaluate programming and prioritize investments through research that identifies which offerings resonate most with their communities. This research often includes:
• Program and benefit evaluation studies to understand which services members find most valuable
• Member surveys to measure satisfaction, needs, and engagement drivers, and Conjoint or MaxDiff analysis from quantitative data to understand must-haves vs. nice-to-haves, the tradeoffs different audiences are willing to make, and how to bundle member tiers to maximize member value and your organization’s revenue.
• Thought leadership and industry research to identify proprietary insights that would be valuable to members
• Membership value research to understand why individuals join, renew, or disengage / churn (and what changes could lead to greater retention or returned members)
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UX Research
Many associations and nonprofit organizations rely on websites, member portals, and digital platforms to deliver value to their communities. However, outdated navigation, confusing membership flows, and difficult-to-use event registration systems can create friction that discourages engagement.
Bixa conducts UX research and usability testing to understand how members interact with websites and digital tools and where improvements can strengthen participation.
Our UX research often includes:
• Usability testing where researchers observe members interacting with membership websites or digital platforms
• Member journey research to understand how individuals discover, join, and participate in the organization
• Heuristic UX evaluations to identify usability issues and navigation barriers
• Website and/or portal optimization research to improve member engagement and resource discovery
Challenges we solve for associations and nonprofit organizations
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Many associations and nonprofit organizations struggle to clearly understand what their members value most. Over time, organizations accumulate programs, events, resources, and benefits, but it can become difficult to determine which offerings truly drive membership satisfaction and retention. Without research, leadership teams may rely on anecdotal feedback or internal assumptions when deciding which initiatives to prioritize.
How Bixa Helps
Bixa conducts member research using interviews, surveys, and segmentation studies to identify the programs, benefits, and resources that members value most. This research helps organizations prioritize the initiatives that deliver the greatest impact while identifying areas where investments can be reduced or redesigned. The result is a clearer understanding of how the organization delivers value to its community.
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Even when associations offer strong programming, many organizations struggle with declining engagement in events, webinars, committees, and other initiatives. Members may join an organization but participate less over time if the programming no longer reflects their evolving priorities or professional needs.
How Bixa Helps
Bixa helps associations understand what drives engagement by researching member motivations, barriers to participation, and opportunities to improve programming. Through member interviews, engagement surveys, and audience segmentation research, we identify which experiences resonate with different member groups and what changes can strengthen participation across the community.
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Many associations and nonprofit organizations face ongoing challenges in growing membership and attracting new audiences. Prospective members may not fully understand the value of joining, or they may perceive alternative communities, networks, or resources as more relevant to their needs.
How Bixa Helps
Bixa conducts research to understand how prospective members evaluate associations and nonprofit organizations. Through audience research, perception studies, and messaging testing, we identify the value propositions that resonate most strongly with potential members and help organizations position themselves more effectively to attract new audiences.
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Many associations want to produce industry research that provides valuable insights to their members while also strengthening the organization’s role as a trusted industry authority. However, organizations often struggle to determine which research topics would be most valuable to their communities.
How Bixa Helps
Bixa works with associations and nonprofits to design proprietary research studies that generate meaningful insights for members. These studies often include national surveys, interviews with industry professionals, and behavioral research that uncovers emerging trends. The resulting insights can be used to create whitepapers, conference presentations, webinars, and thought leadership content that strengthens the organization’s value to its members.
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Associations often serve a wide range of audiences, including professionals at different career stages, organizations of different sizes, and stakeholders with very different needs. Treating all members as a single group can make it difficult to design programs, messaging, and services that resonate with the entire community.
How Bixa Helps
Bixa conducts audience segmentation research to identify distinct groups within an organization’s membership. Using quantitative surveys and cluster analysis, we uncover different member types, their motivations, and their priorities. These insights allow associations and nonprofit organizations to tailor programming, messaging, and member experiences to better serve each segment of their audience.
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Many associations rely on websites, membership portals, and digital platforms to deliver resources, register for events, and manage memberships. However, outdated navigation, confusing membership flows, and difficult-to-use resource libraries can make it harder for members to access the value the organization provides.
How Bixa Helps
Bixa conducts UX research and usability testing to understand how members interact with websites and digital platforms. By observing real users navigating membership portals and resource libraries, we identify usability issues and opportunities to improve the digital experience. These insights help organizations make targeted improvements that increase engagement and make it easier for members to access valuable resources.
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Many associations and nonprofit organizations are trying to attract younger professionals and emerging leaders, but their programming, messaging, and membership models were often built for earlier generations. As Gen Z enters the workforce, organizations are asking how younger professionals discover communities, what motivates them to participate, and what kinds of benefits they expect from professional organizations.
How Bixa Helps
Bixa conducts research specifically focused on younger audiences and emerging professionals to understand how their expectations differ from previous generations. Our team has conducted extensive research with Gen Z audiences across multiple industries and literally wrote the book on understanding this generation’s behaviors, motivations, and media habits.
Through interviews, surveys, and behavioral research methods like video diary studies, we help associations understand how younger audiences discover organizations, what motivates them to join communities, and how programming, events, and communications can evolve to better serve the next generation of members.
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Many associations and nonprofit organizations invest in marketing, programming, conferences, and thought leadership, but it can be difficult to measure how these efforts actually impact awareness and perception in the market. Leadership teams often want to know whether their organization is becoming more visible, whether audiences understand the value of membership, and how the brand compares to other industry resources.
How Bixa Helps
Bixa helps associations and nonprofits establish brand tracking programs that measure awareness, perception, and momentum over time. Through recurring surveys and audience research, we track how the organization is perceived among members, prospective members, and industry stakeholders.
These studies allow leadership teams to see whether marketing initiatives, programming changes, or new messaging are improving how the organization is understood in the market. By measuring brand health consistently over time, associations gain clear data on where their brand is strengthening and where additional focus is needed.
Technology and SaaS companies move fast. Product teams are shipping features, marketing teams are refining positioning, and leadership is making strategic bets in a competitive market.
In many cases, teams bring in a market research partner like Bixa to help answer key questions with real customer insight—so decisions aren’t based solely on internal assumptions or anecdotal feedback.
Below are some of the common research challenges SaaS and technology companies ask us to help with.
Associations, nonprofit organizations, and institutions Bixa conducts research for
Bixa conducts market research for associations, nonprofit organizations, educational institutions, and public sector organizations that serve diverse communities and membership bases. These organizations often need research to better understand member needs, evaluate programs, strengthen engagement, and identify opportunities to deliver greater value.
We have experience conducting research for organizations across a wide range of sectors, including:
Professional and trade associations seeking to better understand member priorities, evaluate programs, and strengthen engagement
Healthcare and medical associations researching member needs, education programs, and industry trends. In addition to association research, we also conduct healthcare research for corporations and new products and medical devices.
Advocacy and mission-driven nonprofit organizations exploring stakeholder perceptions, messaging effectiveness, and community engagement
Foundations and philanthropic organizations evaluating programs and identifying opportunities to increase impact
Educational institutions and academic organizations researching student, faculty, and professional member experiences
Private schools and independent schools seeking to understand parent perceptions and build in data-backed insights into their strategic plans
Certification and credentialing organizations seeking to understand the value and perception of professional credentials
Industry associations conducting proprietary research to generate thought leadership for members and conferences
Public sector and government-affiliated organizations seeking insights into stakeholder needs and program effectiveness
Associations and nonprofit organizations often rely on research to strengthen membership value, guide strategic planning, and produce proprietary insights that benefit their communities. By combining qualitative interviews, surveys, and behavioral research methods, Bixa helps organizations generate the insights needed to make confident decisions about programming, engagement, and long-term strategy.
Association and Nonprofit Market Research Case Studies
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Annual National Workforce Study of Mental Health Professionals
Bixa partnered with AAMFT to conduct an annual workforce survey of more than 1,000 marriage and family therapists nationwide. The research informs an industry whitepaper and provides critical insights into workforce trends, professional challenges, and the evolving needs of mental health providers.
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Member Research to Strengthen the Value of an Industry Association
Bixa conducted interviews and focus groups with IDDBA member companies—including grocery retailers and food manufacturers—to understand how they perceived the association’s membership benefits compared to its trade show. The research helped clarify what members need most from the organization and informed future programming and member engagement strategy.
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Research to Improve 911 Dispatcher Education and Collaboration
Bixa conducted interviews with 911 call center professionals for the non-profit Denise Amber Lee Foundation to understand challenges in dispatcher training and emergency response communication. The insights informed recommendations to improve emergency dispatch education and cross-call-center collaboration, supporting the foundation’s mission of strengthening emergency response systems.
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Member Research to Understand and Segment the Next Generation of Chemists
Bixa conducted interviews with both international and U.S. student members to understand why chemists join the American Chemical Society and which benefits matter most to them. The research uncovered distinct motivations across member groups and provided recommendations to help ACS tailor programming, communications, and resources to better serve and engage its global student community.
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Member Research and UX Improvements for a Statewide Professional Association
Bixa conducted research with dentists to understand what early-career and younger members need most from their professional association. The insights informed improvements to the Michigan Dental Association’s website UX and navigation structure, helping members more easily find and access the resources, education, and benefits available to them.
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National Research on Women Considering Political Office
Bixa conducted a national survey of women who had run for office or were considering running, alongside interviews with women who had already served in elected positions. The research segmented potential candidates into four distinct audience groups and sized the opportunity, helping She Should Run better target its outreach to fulfill its mission of encouraging more women to run for public office.
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Annual Nationwide Grocery Shopper Research to Power Industry Thought Leadership
Bixa partners with IDDBA to conduct nationwide research on grocery shopper behavior, combining large-scale surveys with video diary studies to observe in-store shopping. The insights provide data for 5 industry whitepapers and 5 webinars each year (1 per trend) and are also presented at the annual IDDBA trade show to help IDDBA’s members (grocery retailers and manufacturers) understand emerging consumer trends.
About BixaResearch services for member engagement, membership growth, and program strategy
Bixa has helped software companies, SaaS platforms, and emerging technology firms uncover the insights behind buyer behavior, product adoption, and competitive positioning. Our research programs help technology teams answer critical questions about how customers evaluate their product, what drives purchasing decisions, and how their brand compares to competitors.
Nonprofit and association research for membership value and commnity growth
Associations and nonprofit organizations use research to better understand their audiences, evaluate programs, and strengthen engagement across their communities. Bixa partners with membership organizations to uncover the insights behind member behavior, participation, and perception so leaders can make more confident strategic decisions. Our research programs often include:
Member interviews and qualitative research to understand the evolving challenges and priorities of members
Member surveys and engagement research to measure satisfaction, participation, and drivers of membership value
Audience segmentation research to identify distinct groups within a membership base and tailor programming more effectively
Brand perception and brand tracking research to measure awareness, credibility, and perception of the organization within the industry
Thought leadership and industry research to generate proprietary insights that provide value to members and strengthen the organization’s authority
Program and benefit evaluation research to determine which services, resources, and initiatives deliver the greatest value
Messaging research to identify communications that resonate with prospective members and support membership growth
UX research and usability testing to improve membership websites, event registration systems, and digital resource platforms
These research programs help associations and nonprofit organizations make more informed decisions about membership strategy, programming, communications, and long-term organizational impact.
Frequently Asked Questions About Market Research for Associations and Nonprofits
Why do associations and nonprofit organizations conduct market research? Associations and nonprofit organizations conduct market research to better understand the needs, priorities, and engagement patterns of their members and stakeholders. Research helps leadership teams identify what programs and services deliver the most value, understand why members join or renew, and uncover opportunities to strengthen engagement across the community. By gathering structured feedback from members and prospective members, organizations can make more confident decisions about programming, messaging, and long-term strategy.
FAQs for Associations
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Associations and nonprofit organizations commonly conduct member surveys, audience segmentation research, program evaluation studies, brand perception research, and industry trend research. Many organizations also conduct interviews with members or stakeholders to understand challenges and emerging priorities within their communities. These studies help associations identify which initiatives are most valuable, improve membership experiences, and develop thought leadership insights that benefit their members.
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Effective association member surveys are designed to uncover not just satisfaction levels—but also the priorities and tradeoffs members make when evaluating programs, benefits, and membership options. Many associations partner with external research firms to design these studies so the results are statistically robust and actionable for leadership teams.
In addition to traditional survey questions, many organizations partner with a market research firm to bring in advanced survey methods such as MaxDiff analysis to prioritize which programs or benefits members value most, or conjoint analysis to understand how members evaluate different combinations of offerings. Conjoint studies can be especially valuable when associations are exploring tiered membership models, bundled benefits, or new program offerings. By simulating real decision-making scenarios, these studies reveal what members are actually willing to prioritize and invest in.
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Member engagement research helps associations understand how and why members participate in events, programs, committees, and other organizational activities. This research often includes surveys, interviews, and behavioral studies that identify the motivations behind engagement as well as the barriers that prevent participation. By understanding what drives engagement, associations can design experiences and programs that better serve their communities and strengthen member retention.
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Many associations conduct member segmentation research to better understand the different types of professionals or stakeholders within their communities. These studies typically combine qualitative and quantitative research methods to uncover meaningful patterns in member behavior, motivations, and priorities.
Qualitative interviews are often conducted first to explore the range of challenges and needs across the membership. These insights are then incorporated into a larger survey where statistical techniques such as cluster analysis are used to identify distinct audience segments. The result is a set of data-driven member personas that reflect real differences in priorities and engagement patterns, allowing associations to tailor programming, communications, and membership benefits to each segment.
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Many associations conduct proprietary industry research to generate insights that are valuable to their members and position the organization as a trusted authority within the field.
These studies often include national surveys, interviews with industry professionals, and behavioral research that identifies emerging trends. The findings can be shared through whitepapers, conference presentations, webinars, and reports that provide meaningful value to members while strengthening the organization’s reputation. They can also serve as lead magnets for attracting new members, investors, or other stakeholders to the organization.
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Many associations work with independent research firms to ensure their studies are designed and conducted objectively. External researchers bring specialized expertise in survey design, qualitative research, and statistical analysis while also providing an unbiased perspective that encourages more honest feedback from members.
Working with a research partner allows associations to gather deeper insights and produce research that leadership teams, boards, and stakeholders trust when making strategic decisions.
FAQs for Nonprofits and Education
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Nonprofit organizations often conduct research to understand whether their programs are achieving the intended outcomes for the communities they serve. Program evaluation research can include surveys with participants, interviews with stakeholders, and longitudinal studies that track outcomes over time.
Many nonprofits partner with independent research firms to design evaluation frameworks and collect objective feedback so leadership teams, boards, and funders can clearly understand the impact of their initiatives.
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Many nonprofit organizations conduct research to better understand the needs, perceptions, and motivations of the communities they serve as well as the donors and supporters who sustain their mission. Without structured research, organizations often rely on anecdotal feedback, which can make it difficult to identify what programs are most impactful or what messages resonate with supporters.
Through interviews, surveys, and audience segmentation research, nonprofits can gain a clearer picture of the different groups they serve and support. These insights help organizations refine programs, strengthen messaging, improve donor engagement, and ensure that their initiatives align closely with the real needs of the communities they aim to support.
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Educational institutions often use market research to better understand the needs, motivations, and decision-making processes of current students, prospective families, and alumni. Research can explore what factors influence school selection, how families evaluate different programs, and what barriers may affect enrollment or participation.
Through interviews, surveys, and audience segmentation studies, institutions can identify how different groups of families make decisions and what they value most in an educational experience. These insights help schools and educational organizations design programs, communications, and enrollment strategies that better resonate with both students and the families supporting them.
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Many schools and universities conduct research as part of strategic planning initiatives to better understand the needs of students, prospective families, faculty, and the broader community. Research can explore how different audiences perceive the institution, what factors influence enrollment decisions, and how expectations for education are evolving over time.
Through interviews, surveys, and audience segmentation research, institutions can gather data that helps leadership teams prioritize investments, evaluate new programs, and strengthen the overall student experience. These insights often play an important role in strategic planning processes by helping schools and universities make decisions based on real feedback from the communities they serve rather than assumptions alone.
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Many schools, universities, and youth-serving organizations are trying to better understand the expectations and behaviors of Gen Z and younger audiences. As new generations enter high school, college, and the workforce, institutions often need research to understand how these students discover educational opportunities, what influences their decisions, and how their expectations differ from previous generations.
Through interviews, surveys, and behavioral research methods such as video diary studies, researchers can uncover how young people evaluate schools, what motivates their choices, and what experiences they value most. Bixa has conducted extensive research with Gen Z audiences across multiple industries and literally wrote the book on understanding this generation’s behaviors and motivations, helping organizations design programs, messaging, and experiences that resonate with younger audiences.
