A lot of research has been conducted to inform One Future Vision. Who, and how many people, have you talked to?
The One Future Vision group agreed that we needed to get the views of all our stakeholders through a major piece of research.
That included contacting existing GAI and IAI members in the UK and in 27 other countries around the world. We also set out to get the views of students, prospective members, lapsed members, retired members and even our harshest critics who had left the Guild.
We wanted to find out what people thought about us – our role in the architectural ironmongery industry and in wider construction, and whether our organisations are meeting the needs of members today.
We commissioned Don Schaaf & Friends Inc (ds&f), a very experienced international strategy and research agency from the US, to conduct this research on our behalf. Ds&f came highly recommended to us following its work on the rebranding of the DHI (the Door and Hardware Institute) and many other associations and membership organisations.
We chose an agency based outside the UK because we needed to ensure a fully international perspective on the research and rebrand. The greatest membership growth for the GAI and IAI currently comes from outside the UK.
There were 161 video and phone interviews carried out by ds&f.
In the UK, we also held interactive focus group sessions with a wide variety of members and non-members.
Then a comprehensive online survey was sent to the entire membership of 1,562 contacts (not including those who opted out), plus another 31 people who were outside GAI or IAI membership.
481 people took part in that online survey in February, giving us an overall response rate of 29% which, we are told by the researchers, is very good for this sort of survey.
Most of the respondents to the online survey came from:
- United Kingdom (60%)
- Middle East (17%)
- Asia (11%)
- South Africa (3%)
- and the rest of Europe (3%)
No one individual or business has dominated at any stage – in fact, among over 600 respondents to our research activities there were 205 different companies represented overall, which was fantastic. This has given us a very good understanding and range of views to work from.