While their input is irreplaceable, your members are rarely given the perspective to see all the existing and emergent factors that drive their own behavior. For you, however, clearly understanding how these drivers interact is the only way to ensure that planning, programming and marketing messages are consistently on point. Go inside the case of a professional medical society that recently studied its member environment from the inside out. Walk away with a whole new set of tools you can apply immediately at your own organization to transform the way you see your members and your marketplace.