Assessment of the Business School product which is being used to attract lapsed members of the main institute. Gain feedback from institute members to gain an understanding of why the Business School has not been more effective in attracting lapsed students, so far
Business Challenge
Overall, assess whether it is worth continuing with the Business School product or simply revisiting the concept
Solution
780 CATI interviews of those eligible for the Business School, those who have already signed up to the Business School and those who are not eligible to join the Business School
Results
A fifth of respondents eligible for the Business School are interested in joining. The main reasons for lapsing in the first place are lack of time, changing of circumstances or cost. There appears to be a lack of understanding of the Business School concept which needs revisiting
