Project: Analysis Report: Church Congregation Data and Insights
Client: NueWay Studios
I Worked On: VOC Research & Insights

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Allowing Church Leadership To Listen, Plan, and Improve

Research Goals
A Georgia based non-denominational ministry wanted to rethink their organizational culture and rebrand its visual image. Before investing in a rebrand, the senior pastors decided to hear what their congregation and leadership thought about the ministry before making assumptions about what their organization should represent. Since branding is not about what an organization says about itself, but what others say innately about it, understanding brand perception can adequately guide the conversation before making a rebranding investment.

Approach
NueWay Studios focused on the rebrand, and I recommended the use of voice-of-customer research to root out more significant challenges and truths within their ministry. Doing so empowered the senior pastors to understand what their (congregation & leaders) were saying, feeling, and thinking. I took the approach of listening to what “people want” and what “people need” to properly guide the rebranding strategy lead by NueWay Studios.

We Used Surveys.
By listening to the church congregation and leadership, both the data and insights from the report guided the internal and external transformation needed to strengthen the rebranding process. Both the qualitative and quantitative data in the report containing the “reasons, opinions and motivations” and “the numbers,” aided in a successful and intentional rebrand.

Result
We guided the ministry in being aware of their brand perception from the perspective of the leadership and the members. The rebranding efforts became more “customer-centric” meeting the needs of the congregation and supporting ministry leaders towards delivering better church experiences.

My analysis focused on the following criteria that guided my report in learning about the customer (congregation & leaders) perspective. Questions were asked to determine more about the following:

  1. Church attendance consistency
  2. Attitudes and feelings towards the church
  3. Assessing the church’s impact on members and the local community
  4. Excitement and joy surrounding church experiences
  5. Areas of improvement that hold priority
  6. Are members and leaders being recognized for their efforts?
  7. The likeliness of church members/leadership to invite others to church

Next Steps
“In everything we presented to the client, they were most impressed by the research that helped them understand the needs of their leaders and members,” explains Charday Oldacre – CEO of NueWay Studios. The data and the insights have kept the senior pastors in alignment with their goals and vision for the ministry.”