PROJECT DESCRIPTION/DESCRIPTION DU PROJET:

This project seeks to gain insights and analytics into students, an important group of members and potential members for the Human Resources Professionals Association (HRPA). We estimate that there are roughly about 4,000 students graduating from related post-secondary institutions each year in HR-related disciplines, yet our total number of student registrants is only about 2,000 each year. Assuming an average of a 3 year program, that means that HRPA only attracts about 17% of students, despite the fact that students get a significant discount in membership that continues for one year past graduation.

We have four main questions:

1) What are the barriers for entry/membership?

2) What value do students perceive in HRPA membership? Gaps?

3) Is student membership priced properly?

4) What are the barriers to becoming full members upon graduation?

We have a student community for you to access, membership lists and a volunteer portal. We have student survey data and some market data mostly around membership #s and conversion rates to regular HRPA membership from the student pool. We are looking for a deeper dive into this particular membership group with qualitative and quantitative insights to help answer the four questions.

The insights and analytics you create into the current and potential student member cohort supports three major strategic corporate projects: Lifecycles Project (insight/analytics, customer personas, customer journey mapping), Pricing Strategy (determining the right pricing structure for membership fees and service fees), Growth Strategy (focused on growing the membership base at all levels and increasing the number and percentage of members seeking one of our three designations).

HRPA is a progressive employer that seeks to lead by example, embodying the principles and best practices we promote to our members and students.

KEY PROJECT ACTIVITIES/TÂCHES ASSOCIÉES AU PROJET:

• Focus groups (student members, student non-members)
• Conjoint analysis (gauge value perceptions and pricing)
• Broader surveying

IDEAL ROLES/RESPONSIBILITIES/RÔLES/RESPONSABILITÉS:*

Please note appropriate projects can accommodate most students, regardless of field of study or experience. We may not be able to fill these roles exactly.

Veuillez noter que les projets appropriés peuvent accueillir la plupart des étudiants, quel que soit leur domaine d'études ou leur expérience. Nous ne pourrons peut-être pas remplir ces rôles exactement.

• Market research
• Data analysis
• Statitician

FINAL PROJECT DELIVERABLES/LIVRABLES DU PROJET:

• Final report with statistical analysis, qualitative analysis and recommendations for pricing and for next steps to increase student membership and promote pathways to full membership.

WHAT IS THE MAXIMUM NUMBER OF STUDENTS YOUR PROJECT COULD ACCOMMODATE?/QUEL EST LE NOMBRE MAXIMUM D'ÉTUDIANTS QUE VOTRE PROJET PEUT ACCUEILLIR? * Please note we cannot guarantee this number of students for your project, but we will do our best to accommodate this request/Veuillez noter que nous ne pouvons garantir ce nombre d'étudiants pour votre projet; nous ferons de notre mieux pour répondre à votre requête.

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