Boundless: understanding membership and driving growth
For six years, trueology has partnered with Boundless to help them understand both their current members and the potential of new audiences. Our long-term collaboration combines qualitative and quantitative research to provide a complete picture of membership, supporting decisions across multiple areas of the organisation.
Full membership journey research
Our work spans the full membership journey. Using a combination of surveys, desk research, and bespoke member panels, we explore what motivates members to join, stay, and engage, while also identifying opportunities to attract new audiences. Desk research provides in-depth insights into price changes, market conditions, and evolving member expectations, feeding into initiatives such as the premium Boundless tier.
Member-only panel
A cornerstone of our approach is the Boundless member-only panel we designed and built from scratch. This panel allows Boundless to capture ongoing feedback from members, with approximately four surveys conducted each year. These surveys provide insight into member experiences, inform product and service development, and guide strategic decisions. Ahead of key launches — such as the website refresh planned for 2026 — the panel has been invaluable in testing ideas and capturing perceptions from both existing and potential members.
Brand tracking
Brand tracking forms another key element of our work. Conducted twice yearly, this provides a continuous benchmark of Boundless’s position in the market, helping the organisation understand shifts in awareness, perception, and engagement over time. Insights from these studies feed directly into marketing strategy and membership growth initiatives, ensuring that Boundless remains relevant and appealing in a changing market.
Segmentation
Understanding the diversity of membership is central to our approach. We carried out a staged segmentation of the membership base, combining exploratory research, qualitative discussions, and video diaries that captured how members interact with and use their membership. This produced a nuanced view of the membership, identifying a wide range of segments, three of which have been taken forward and are now informing planning and product development.
Turning insight into action
Across all our work, the principle guiding our partnership with Boundless has been to turn insight into action. From detailed research into current members to benchmarking and testing ideas for new offerings, our insights help the membership organisation make informed, evidence-led decisions that drive both engagement and growth.
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