Member research for ASCL

About the client ASCL (Association of School and College Leaders) is a professional organisation representing over 25,000 school, college, and trust leaders. Their mission is to support educational leaders by providing guidance, advocacy, and professional development.

The brief ASCL sought detailed insights into its membership to enhance their offer and better address member needs. The key objectives included understanding the drivers behind ASCL membership, barriers to joining, and understanding the member experience.

Our approach We conducted a combination of online focus groups and one-on-one interviews with 59 participants, including members and non-members from various leadership levels, sectors, and regions. Recruitment channels included ASCL’s existing lists and our own Insightful Research Teacher Panel. The research also analysed nuanced views impacted by recent challenges like industrial actions and pandemic legacies.

The end result Our research provided actionable insights into the drivers for ASCL membership as well as identifying barriers to joining. Our final report gave clear recommendations for improving the member experience, and specific recommendations on some proposed initiatives. These findings have helped to inform ASCL's strategic planning to refine membership benefits and strengthen its position as a leading professional body for education leaders.

What they said:

“Jill and the team very quickly got under the skin of our organisation, which is quite complex and unusual. She understood what we wanted to achieve from this research, and worked very effectively with us to deliver it. We felt very confident in the expertise and experience she brought to the task, and Insightful's final report was extremely, well, insightful!”