NRECA Market Research Services
NRECA Market Research Services
NRECA Market Research Services is a full-service marketing research provider conducting custom studies for NRECA members.
NRECA Market Research Services uses a range of different approaches to help co-ops better understand their members’ needs and views. We strive to use the most appropriate tool for each project. Some of the more popular include the following:
- Member Satisfaction Surveys
- Renewables & Energy Efficiency Studies
- Market Segmentation Studies
- Communications Media Surveys
- Contact/Service Monitoring Surveys
- Market Potential Studies
- C&I and Key Accounts Surveys
- Employee Satisfaction Surveys
- Organizational Culture Assesssment
- Focus Groups & In-Depth Interviews
Our team, part of NRECA’s National Consulting Group, consists of experienced and responsive professionals who have an extensive background in market research techniques, understand the co-op business model, and truly care about the success of cooperatives.
MIKE SASSMAN, MANAGER
JANE SANSTEAD, SR. RESEARCH ANALYST
KYLE GRIFFIN, RESEARCH ANALYST
DATA COLLECTION TEAM
Our team has many years of experience in data collection and research process support. The support staff boasts more than 50 years of combined experience conducting cooperative research, working with various data collection methods. They have developed a strong understanding of best practices in contacting residential and business members as well as co-op employees and directors.
We work hard to ensure your members survey experience is a positive one and a favorable reflection on the co-op. The response rates we achieve are generally much higher than the industry average. We attribute this to our interviewers, many of whom are from rural areas and are served by co-ops themselves. We also utilize interviewers at the Cooperative Response Center (CRC) as an extension of our own interviewing capabilities. They have taken part in the data collection for many of our surveys. Their interviewers are highly qualified, well-educated, and thoroughly trained, and most important, are skilled at working with co-op consumers. They will handle your members with the same level of care that you would.
THE NRECA MARKET RESEARCH APPROACH
Our years of experience in market research has taught us how to structure questionnaires, ask questions to meet our clients’ objectives, sample their audiences so that the sample is representative, conduct interviewing in order to minimize non-response bias, analyze the results, and prepare a report clearly explaining the results and implications. Just looking at top-line results from a market research study can be terribly misleading. We drill down into the data to tell you not only what the results are but also what they mean. We look beyond the basic results and offer sophisticated statistical analyses to tell you the most important operational items your co-op should focus on, to highlight the demographic subgroups who differ in their view of the service received, and to provide communications advice relating to content and delivery mechanism.
Your co-op is distinct from other electric co-ops. NRECA Market Research Services understands that you face diverse service challenges. That is why we strive to design a study, select a sample, and develop a research plan to meet the specific needs of your co-op. Our data collection and reports will answer the specific questions that you face in your market.
NRECA’S CO-OP NORMS
Using residential member survey data from the co-ops we serve, we can compare your survey results to 79 co-ops across the nation who conducted similar surveys among more than 75,000 residential members between January 2014 and December 2016. NRECA’s "Co-op Norms” are not taken from the universe of all cooperatives; rather these are co-ops who value, monitor and measure the satisfaction of their members and therefore generally represent higher performing co-ops, not all co-ops. This will allow you to benchmark where your individual co-op stands and give you an aggressive goal to meet or exceed.
We work hard to provide cooperatives with actionable research results. We follow up with the cooperatives who conduct studies with us to ensure we deliver on that promise. Based on an online survey of 35 clients who conducted studies with us in the past two years, mean satisfaction with NRECA Market Research is 9.66 on a 10-point scale with 97% giving us "top-two box” ratings. In addition, 100% give a top-two box rating for the value they received for their money and all say they would recommend NRECA Market Research Services to their peers. In their own words:
"NRECA MARKET RESEARCH IS A PROFESSIONAL ORGANIZATION THAT UNDERSTANDS THE NEEDS OF A COOPERATIVE."
"THEY UNDERSTAND CO-OP LANGUAGE AND NEEDS SO IT’S EASY TO DETERMINE RESEARCH GOALS AND CONTENT."
"I'VE ALWAYS BEEN VERY HAPPY WITH YOUR SERVICE AND PRODUCT. YOU ARE EASY TO WORK WITH AND MAKE MY JOB EASIER."
"IT'S ALWAYS A PLEASURE WORKING WITH THE MARKET RESEARCH STAFF. ONE REASON WE MOVED TO NRECA MARKET RESEARCH IS BECAUSE THEY UNDERSTAND NOT ONLY OUR BUSINESS BUT THE CHALLENGES WE FACE."
"I ALWAYS RECOMMEND NRECA MARKET RESEARCH. GREAT PRODUCT AND SERVICE."
"VERY PROFESSIONAL AND ALWAYS DONE ON TIME AND CORRECTLY."
"THE ENTIRE PROCESS WAS EXTREMELY EASY; GREAT PEOPLE TO WORK WITH; GREAT COMMUNICATION; IF THERE WAS A PROBLEM, IT WAS FIXED. YOU MADE ME LOOK GOOD!"