Realdania
Segmentation of Realdania's potential members.
The challenge
When everyone is in the target group...
Realdania currently has around 150,000 members, including both professionals and private homeowners. This may sound like a lot, but the association wants to increase its membership - and not least ensure a broader composition of the membership database, which today mainly includes the older part of the homeowners.
This must be done through a strengthened communication effort. There was therefore a need to build a better understanding of the target group of homeowners before the organisation could begin a communication effort towards potential members. However, the association faces an extremely broad target group of potential members, as the association actually addresses all approximately 1.4 million homeowners in Denmark.
Therefore, they wanted a study that could focus on what would attract new members, hypothesising that it was something other than what attracted existing members.
The methodology
Segmentation study with both quantitative and qualitative methods:
- Phase: Analyse Danmark first conducted a quantitative so-called cluster analysis via and online panel survey among homeowners, which led to a division of the overall target group of homeowners into five segments based on demographics, life values and attitudes towards different themes and projects, which are Realdania's core areas.
- Phase: This was followed by six qualitative focus groups around Denmark. The focus groups were composed based on the five segments, where questions were asked about what could motivate the segments to become Realdania members and what barriers they considered to be the most important for a potential membership.
- Phase: Analyse Denmark then tested the focus groups' input and potential membership drivers in the quantitative universe. For example, do the majority also think that discount schemes are a motivation to become a member?
Examples from Realdania's themes, here Sustainable Building and Harbour and Sea Bathing
Results
From everyone in the target group to five specific segments
The study showed that the segments are motivated by very different things, such as special cultural experiences, neighbourhood, being able to make a difference or discounts. There is therefore a big difference in the drivers behind the choice of organisations and how the segments' potential membership of Realdania should be manifested. The study also showed that few people know Realdania, while more know the projects that are supported.
Based on the five segments, Realdania will now start prioritising its communication efforts. The organisation has not yet set any final success criteria, and although the number of members is important, it is also about the broad composition.
Analysis Denmark has really helped to clarify our need for communication. We had a prior assumption that many Danes do not know about Realdania, and this was emphasised in the survey. It is our clear experience that there is a lot of substance in the results we have received from Analyse Danmark. It is very useful as a basis for decision-making when it comes to prioritising our communication
Kristian Sørensen, project manager in Realdania