Dallas West Church of Christ Market Research Study
Market Research Case Study
The DWCC leadership was experiencing challenges attracting new members and retaining the existing membership. The scope of this project was focused on addressing the immediate need which involved the membership turnover. In order to properly address and ensure the appropriate initiatives were implemented, the leadership needed to obtain an in-depth understanding of members attitudes, perceptions, and motivations. This information would help leadership identify the underlying problems, which would guide their efforts and campaigns to improve membership retention.
For this purpose, DWCC hired InCon, LLC to conduct research that would provide the type of information leadership needed to make necessary improvements that would appeal and meet the needs of DWCC stakeholders. The research was centered around the following objectives:
- To understand current and previous members attitudes and perceptions toward DWCC.
- To understand factors that influence and motivate members to be active.
- To identify unmet needs and desires of current and previous members the DWCC failed to meet.
The DWCC leadership became completely aware of the internal issues that have impeded Church growth. They have been able to implement the right initiatives to focus on retention and outreach. The information was also used to help develop the Church brand and how best to engage the audiences they seek to attract.