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How a national trade association got the data to decide whether to keep or switch its members' software partner.
The board was split and a renewal was due. Skillfi surveyed members, analysed real usage and benchmarked the alternatives, giving leadership a clear, data-backed view of what members valued and what each option would mean for them. It's how our fractional research team turns member feedback into decisions.
A renewal decision driven by the loudest voices.
The association offers its members, mostly small and mid-sized distributors, a partner software suite as a membership benefit. It spans six areas: product search, order management, online stores, digital marketing, credit services and business software. The partnership was up for renewal.
The board was split. Some members praised the tools, others complained about cost and features they never used, and competing providers were pitching hard. The association had no reliable data on what members actually used, what they valued or what they'd lose if it switched. Every opinion in the room was based on a handful of conversations.
Every board member had a story about the tools. None of us had the full picture.
Executive Director, client
Measure value, not just features.
A feature checklist would only have favoured whichever provider had the longest list. We measured what members valued and used, explained the numbers through conversations, and costed what each option would mean for a member's business. Survey invitations and reminders ran on marketing automation to reach every member segment.
2,100 member responses
Members ranked the six solution areas against each other by value, then rated satisfaction, price and how willing they'd be to switch.
What members do, and why
Anonymised usage data broken down by member size and type, plus 24 interviews with heavy users, light users and recently lapsed members.
Every option, costed for members
Two alternative providers compared on features, pricing and migration effort, then three clear options set out with member impact and risk.
Six weeks, week by week
From a split board and anecdotes to one shared, evidence-based view of members. Here's how the study unfolded.
- Week 16 areas to rank
Questions & survey design
We agreed what the board needed to know, then designed a short survey any member could finish in minutes.
- Week 2–32,100 responses
Survey in the field
Sent to every member with segment-specific reminders, so small distributors were heard as clearly as large ones.
- Week 3By size & type
Usage analysis
Anonymised usage data matched against member size and type to show who uses what, and how often.
- Week 3–424 interviews
Member interviews
Heavy users, light users and lapsed members explained the reasons behind the numbers.
- Week 52 alternatives
Competitive benchmark
Alternative providers compared on features, pricing and the real effort for members to migrate.
- Week 61 board meeting
Decision pack & board session
Findings, options and a negotiation brief presented to the board, which reached its decision in a single meeting.
Four views that made the decision clear
The board didn't get a recommendation to rubber-stamp. It got the evidence, organised so every option could be judged on what it meant for members.
What members value
- 6 areas ranked by value
- Satisfaction vs importance
- Price perception by segment
What members use
- Weekly use by solution area
- By member size & type
- Awareness gaps flagged
Who needs what
- Small vs mid-size distributors
- Heavy vs light users
- Why lapsed members left
Three clear paths
- Renew as is
- Renegotiate
- Switch, with migration cost
What the board walked away with
Weekly use among active members
Members relied on the core tools. The add-ons had an awareness problem, not a feature problem.
For the first time we were debating what our members told us, not what we assumed. The data made the decision obvious.
Board Chair, clientBig decision, split opinions?
Our fractional research team will hear from your members or customers at scale, show you what they value and set out your options clearly. Need to act on what you learn? Our fractional marketing and marketing automation teams can help.
- A member or customer value survey
- Usage analysis & interviews
- A competitive benchmark
- A decision pack with clear options
30 minutes. No obligation.
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