Challenge
The client needed to better understand members’ priorities, behaviours, and communication preferences to guide future pension communications and digital strategy. Previous assumptions were outdated, and there was limited evidence on how different groups (active, deferred, pensioner) engaged with scheme materials.
Strategy
Designed and delivered a member survey to gather insights into awareness, communication preferences, digital adoption, and retirement planning needs. The aim was to segment members, identify barriers to engagement, and provide data that could shape both immediate content decisions and longer-term strategy.
My role & contributions
- Survey development: Collaborated on survey structure and question design, ensuring coverage of both behavioural and attitudinal factors.
- Analysis & insight generation: Took sole responsibility for analysing results using Excel and visualisation tools, identifying key themes, pain points, and digital readiness.
- Segmentation & personas: Translated results into member personas (active, deferred, pensioner) and mapped potential journeys.
- Stakeholder reporting: Produced clear, visual reports and presented findings to senior stakeholders to inform decision-making.
Execution
- Distributed the survey across all member categories, ensuring representative coverage.
- Analysed quantitative and qualitative responses, combining survey data with existing engagement metrics.
- Delivered findings in a report and dashboard, highlighting practical recommendations for campaigns and website content.
Results/impact
- Strong engagement: 3,200 members (~20% of total) with balanced representation across active, deferred, and pensioner groups.
- Website content: Findings directly shaped segmented content for the scheme website, ensuring relevance for each member type.
- Strategic direction: Insights informed the wider communication and digital engagement strategy, guiding future campaigns and priorities.
Learnings
- Member surveys are powerful for challenging assumptions and uncovering hidden needs.
- Visual dashboards help stakeholders grasp insights quickly and act on them.