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T&H CX > Our Work > User Interface (UI) Case Studies > Qualitative Research & Member Persona Development
The Australasian College for Emergency Medicine (ACEM) plays a critical role in training, setting standards and supporting emergency medicine professionals across Australia and Aotearoa New Zealand. With a diverse audience whose needs evolve over time, the College saw an opportunity to better understand what draws people into the broader membership experience, from practical guidance and professional growth to connection and contribution. Looking beyond role and career stage would help reveal these different motivations and inform more relevant engagement.
Access relevant, easy-to-navigate guidance, support and opportunities to connect or contribute as professional needs evolve throughout the career journey.
Better understand the needs and engagement drivers of the broader member and stakeholder base to inform more relevant services, communications and experience, supporting increased engagement, membership and participation.
The Australasian College of Emergency Medicine (ACEM) is a member-based professional college supporting emergency medicine practitioners across Australia and Aotearoa New Zealand. It leads specialist training and professional standards, supports continuing development and represents the profession through policy and advocacy. Its mission is to promote excellence in quality emergency care through its members.
Healthcare / Medical Education
50+ employees
2026
Qualitative Research
Persona Development
Segmentation Framework
Tortoise & Hare began the work with a hypothesis about the different motivations behind member engagement. Through qualitative research with a range of members spanning different stages of the emergency medicine career journey, the hypothesis was tested and refined. The findings were synthesised into patterns of motivations, behaviours and needs that informed a practical persona framework to support engagement initiative planning. A set of foundational personas were developed to create a shared, needs-led view of how members value and engage with the College to support ongoing engagement efforts.
The insights gave ACEM a shared, needs-led view of how members value and engage with the College, complementing established membership categories. It highlighted opportunities to support career transitions, make guidance more accessible and better recognise professional contribution in varying forms.
A set of foundational personas and clear opportunity areas now give ACEM a practical basis for more tailored engagement planning and experiences that reflect members' changing needs.
