The research goal for this large-scale project was to establish a foundational understanding of membership among limited English-speaking Asian Americans. Our work began by reaching out to four different Asian American ethnic groups, with an emphasis on exploring the cultural contexts and unique logics that inform how they interpret and understand membership.
Findings from this research were used to inform outreach efforts for our client, which sought to attract Asian Americans as they grew their membership base. Key recommendations included:
- Prioritize family members as an important outreach channel.
- Leverage the power of word-of-mouth via stories that show clear benefit and spread easily through community hubs (churches, alumni groups, etc.).
- Illustrate the benefits of services one at a time through personalized narratives rooted in every day relevance for Asian Americans.