Danish Industry
From card sorting and drawings to practical everyday tools.
The challenge
DI is a private business and employers' organisation representing 8 trade associations and approximately 80 member associations. DI represents 10,000 companies in Denmark that employ half a million employees in Denmark and a million employees abroad. This is a highly differentiated target group with different needs and wishes. DI therefore wanted to strengthen the introduction of new members with a more systematic follow-up on their new membership and introduction to DI's many services.
When you don't identify with the large Danish manufacturing companies such as LEGO or Novo Nordisk and it's a long way to the ’glass house’ on the City Hall Square, small and medium-sized companies may have doubts about what they can actually get out of their membership in DI.
The methodology
Knowledge beats gut feeling
The Confederation of Danish Industry simply needed to gain insight into how new member companies perceive DI and which services they find relevant. Analyse Danmark therefore conducted focus groups and a number of company visits to get to the bottom of how new members view DI and what they need as new members. One of the aims of the study was to get input for specific tools that DI can use in its communication with new members.
During the interviews, we used card sorting where members sorted DI's services by relevance and a workshop exercise to develop the ideal welcome to the Confederation of Danish Industry.
Card sorting exercise
Drawing from workshop exercise
Results
From analysis to concrete action
Based on the conclusions from the qualitative study The Confederation of Danish Industry has now got down to work and is using the new tools in contact with new members. Among other things, the card exercise proved to be a great success in terms of getting very specific about the importance of focusing on the needs of the individual member company rather than what DI wants to say about itself.
Not only that, the Confederation of Danish Industry is now testing the new approach against the old way of doing things to document the results of the changed communication approach.
The survey has given us an insight that allows us to test a number of concrete initiatives both in the enrolment phase and after some time as a member. The sorting cards are a good example of how we can now easily track what services are relevant and useful for the member to talk about in member meetings
Vivian Vinter, Chief Consultant at DI