Intro

This report was commissioned based on survey results A Lab members filled in on February 2019. The amount of survey participants consists of 74 members in total. The purpose of the survey was to investigate who are the members, how and why they join A Lab and what is their engagement inside the community.

This report draws attention to the fact that current organization themes of A Lab members presented on the website requires changes.

The results show that 18% of current respondents did not have an ability to connect their work field to any of the current organization themes.

Furthermore, the report presents the fact that nearly one third of members stays at A Lab for at least half of the period A Lab exists. The same part shows the low response rate of the new members. The reasons for that are stated. Next to that, the data is presented on the previous workplaces of members. The data outcomes present the fact that the majority of members have never experienced working in a shared workspace environment before. The further discussion is stated on that matter.

Further investigations tend to draw results on how members find A Lab and present the reasons for choosing this community. The internet search appears to be the most frequent channel as the source of knowledge about A Lab and the main reason for choosing A Lab stands for its location. Additionally, the associations members have with A Lab are illustrated. Vibrant community and interaction with other members appear to be the most associated values members have with this community. It appeared creativity and location are the least associated indicators with A Lab.

Next to that, the engagement of members into activities like events and collaborations is stated in the report.

94% of survey respondents highlight their attendance of at least one of events organized by A Lab or its partners/members.

The majority of events attended include social events as these are the most frequently organized activities. The reasons for not attending any of the events are described further in this report. Moreover, the collaboration engagement of members was identified. Precisely half of the respondents stated that they did participate in collaboration with either A Lab or its members. Furthermore, the reasons for not collaborating are stated by members.

The report evaluates the results and draws recommendations based on the findings:

01

Make organization themes more specific by analysing work fields of current members

01
/
04

02

Include collaboration opportunities in the external communication plan

02
/
04

03

Experiment with timing of events organization

03
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04

04

Experiment with event themes

04
/
04

Who

1.1 Areas A Lab members do work in

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If you didn’t know, at the beginning of A Lab existence, the community was hosting mainly innovation companies and tech start-ups. After almost 6 years, A Lab is far more than that. Creativity and social relevance are the primary focus of A Lab hosting members coming from diverse fields.

Because 18% of survey participants couldn’t connect their organization to any of the mentioned themes, it was a sign for A Lab management team to reconsider the current work specializations. After the analysis of the responses, the decision was made to improve the organization themes at A Lab.
The new organization themes are being developed at the moment, and have the broader sense of work fields. The new results will be implemented into the new community.

1.2 Time frame A Lab members have been part of the community

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Almost one third of members is staying at A Lab for more than a half of its existence. Still, the response rate of new members could have been improved. Their fresh look at A Lab community could help A Lab team to reconsider the future steps for improvement. The reason for low response rate of members who just joined A Lab, is that at the moment of collecting the data, the flow of new incomers was lower than it usually is.

1.3 Workplaces A Lab Members have worked before

  • 18%
  • 30%
  • 19%
  • 24%
  • 7%
  • 3%

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Before coming to A Lab, the great part of members didn’t have an experience of sharing the workspace with other companies/individuals. This means their perception on a shared working environment might be influenced by staying at A Lab. For this reason, A Lab is working on improving the current facilities as well as tries to find an individual approach towards every member by properly selecting candidates and personal communication approach.

How

2.1 Ways A Lab members found this workplace

  • 1%
  • 7%
  • 14%
  • 7%
  • 0%
  • 32%
  • 7%
  • 8%
  • 24%

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Surprisingly for the community team, the most frequent channel for finding A Lab is an internet search. Why surprising? Because this channel was never a primary goal for A Lab to be seen there. A Lab events haven’t attracted new members so far, however, the aim of A Lab events is not about attracting new members but rather create an environment for current members to connect, learn, and of course have fun. Having new members as a result of current members suggestion is a valuable asset for A Lab community. This means current members understand and feel the vision of A Lab pretty well. It also shows a good match between members environment and the environment of A Lab.

Why

3.1 Reasons why members chose to work at A Lab

  • 1%
  • 1%
  • 2%
  • 5%
  • 1%
  • 1%
  • 7%
  • 1%
  • 16%
  • 22%
  • 10%
  • 34%

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A Lab is a good location including a fast connection to Amsterdam Central Station, neighbouring companies and easy access by public transport. However, the goal of the community is not to be chosen because of location as a primary reason, but rather vibrant community, creativity, collaboration as the main reasons.

3.2 Associations members mostly connect with at A Lab

  • 20.6%
  • 11.3%
  • 11.7%
  • 6.5%
  • 16.5%
  • 7.3%
  • 6.0%
  • 0.8%
  • 8.9%
  • 9.7%
  • 0.4%
  • 0.4%

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A Lab is all about creativity and new interventions, however, the outcomes are slightly different. The goal of A Lab is to be perceived as creative, vibrant environment with opportunities for collaboration. To increase the creativity indicator, some actions must be taken from the A Lab community. For example, by improved the above mentioned organization themes, members might perceive A Lab as versatile community.

As was mentioned before, the location was the primary reason for the majority of members for choosing A Lab, however, is not associated with working at A Lab. People find more important associations with A Lab, like vibrant community, interactions between members and hospitable environment.

What

4.1 Most popular events attended at A Lab

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It is seen that nearly 94% of respondents had an experience of attending an event for at least once. Because most of events organized at A Lab are social, the biggest part of events attended is included in this part.

4.2 Reasons why members have not attended any event

  • 60%
  • 8%
  • 16%
  • 8%
  • 0%
  • 2%
  • 2%
  • 0%
  • 4%

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Some members are not aware about the events happening at their workspace and this is a sign for A Lab. There are various communication tools used to promote an event and make people aware about everything that happens in the community. At the moment, social media channels, email announcements and invitations, bi-weekly newsletters, posters, website, face to face communication are used to make members aware about events happening. Still there is a percentage of people who don’t know what events are happening in the community. For this reason, A Lab team should consider some extra options for communication.

People always tend to prioritize their own work/duties towards secondary activities. A Lab is all about experimentation, so why not to experiment with times and dates of the events?

4.3 Have you ever collaborated with other A Lab members?

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It was figured out big part of members who already had some collaborations consists of members who stay at A Lab for more than 1 year. Logical. Big part of 23% members mentioning they are not planning to collaborate, consists of people who are not in the position to initiate the collaboration. This means they are not making these decisions, but their boss does.

4.4 Reasons why collaborations didn't happen yet

  • 6.8%
  • 25%
  • 20.5%
  • 2.3%
  • 2.3%
  • 9.1%
  • 4.5%
  • 25%

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Time limit has been an issue for participating in events and initiating collaborations. Members have enough collaborations outside and because of that, have no time for collaboration with other A Lab members. 9.1% of members don’t know how to collaborate with members. This is the step of improvement for A Lab team.

Recommendations

Based on the data analysed previously, the recommendations for A Lab can be made:

01
Make organization themes more specific by analysing work fields of current members.

By analysing the current work fields of A Lab members, new organization fields are in the process of development. By the implementation of those, it will be more clear for members as well as external public to understand what companies are involved in the community. Moreover, this implementation will make a faster access for members in the same or different work field.

02
Include collaboration opportunities in the external communication plan.

Because big part of members was attracted by the location, it is recommended to implement new external products promoting location strengths and opportunities.

03
Experiment with timing of events organization.

As results show, the time seems to be the biggest issue for members to attend events. Therefore, changing usual events is something that A Lab can work on.

04
Experiment with event themes.

Thank you

'On behalf of the whole A Lab team, we would like to thank everyone who contributed to these outcomes and helped A Lab to find a more clear way for improvement. You are the reason for the community growth.
A special thank you to A Lab member Zeppa and Studio divv for providing a full support in designing and developing this report.'


Yours always, A Lab team

Acknowledgements

A Lab is Amsterdam's ultimate living lab, combining the strength of Amsterdam's creative scene, technological prowess, social networks and free thinking spirit into a 5000m2 hothouse for bleeding edge experimentation. A Lab hosts creatives, technologists, social entrepreneurs and catalyze labs that are exploring the way we will live in the networked society that is upon us. A Lab is not perfect and not pretending to be.

Zeppa is a creative studio. We create simple solutions for the most complex design problems.

Zeppa creates powerful imagery that tells a story and helps our clients stand out in today’s overcrowded visual landscape. We believe in nurturing long-standing collaborations and we’re convinced proactive thinking leads to better end results. We get excited about projects that matter and help contribute to a better world.

Studio divv are creative web developers. We make custom websites and apps with attention to detail. We are the technical partners for creative agencies, designers and media companies. We like to be involved in the design process and work together from beginning to end.

We don't focus just on the code, but also on the content and concept.

Members

Sendsteps,
EMS films,
De Keet,
Radical Graphics,
Kokomo Media,
Trapped in Suburbia,
Skylab Analytics,
No Isolation,
Zeppa,
Space Babies,
HoyngHoyng Images,
Too Good To Go,
Camée,
RGBeat,
Nice Nancy,
Trouble Man/Motherlode,
Le Wagon (coding school amsterdam bv),
StoryDiggers,
Spleen & Kashba,
Mozilla,
IMC Weekendschool,
Maritim Hotels,
Cenex Nederland,
Video Dock,
Nethead,
New Motive,
Marieke van Ditshuizen Illustratie,
Studio Wim,
AGE Network,
WeAreKeen,
Clement & Sanou,
Mi8,
Stekks &Co. Visual Notes,
My Daily Shot of Culture,
DigiBio,
Make me think,
Bureau Buhrs,
OneFarm,
Studio Cuperus,
Leisure Expert Group,
Marijke Flapper,
Provoke,
Victor Butzelaar,
Wessel de Groot Fotografie,
Open Risk,
I-Mpower,
Denkwerk Architectuur,
Wouter Sessink Video & Animation,
ELIA,
The Talent Label,
Cello Octet Amsterdam.