Jacob and I regularly survey our members so we can learn more about their experiences at Office Nomads and with coworking. We analyze this data to help us create a coworking space that truly works for our members, and to ensure that we have our finger on the pulse of what makes our space work. We recognize there is a lot of value in sharing this information, so today we thought we’d post some interesting tidbits we’ve learned from our experience creating Office Nomads! Here are a few points we’ve pulled from two of our surveys: a Coworking Survey completed by members who have been with us for two months or more, and an Exit Survey of members who choose to end their membership at Office Nomads. Both of these are ongoing so the data changes over time and requires regular analysis. Each survey, as of June 2011, has been filled out by approximately 45 individuals.

Why do members come to Office Nomads?
It is a common misconception that individuals seek out membership at a coworking space because they need to share resources like the internet, coffee, or a fax machine. Through our experience starting Office Nomads, we’ve learned that individuals come to a coworking space as more of a lifestyle (or perhaps “workstyle”) choice as opposed to a services choice. Here’s a chart taken from our Coworking Survey results:

We think this makes it pretty clear that independent and mobile workers today don’t need more places just to plop down their laptops and get to work. What they need is a simple platform that enables an in-person connection with others during their workdays.

Some ideas about why they stay
What brings new members to our doors is not necessarily what is going to encourage them to maintain their membership at Office Nomads. We try to get a sense of what benefits our members experience by being a part of Office Nomads.

• 2/3 of surveyed members report they have seen an increase in their productivity since joining Office Nomads.
• 81% of surveyed members think of Office Nomads as a place where they “can meet and connect with potential collaborators for work.”
• 83% of surveyed members report their “work/life balance is healthier than it was before [they] joined Office Nomads.”
• 72% of surveyed members tell us their familiarity and knowledge of the Capitol Hill neighborhood (where Office Nomads is located) has increased since becoming a member of Office Nomads.

Why do they leave?
Part of being responsible coworking space owners is figuring out not only what brings new members to our doors, but trying to understand why members walk away. Attrition rates can only tell us how many people walk out the door, so we appreciate getting candid feedback when members depart.

The exit survey has been an invaluable tool because we can keep an eye out for red flags that do require our attention. But not every member who joins finds coworking to be the solution for them.  In fact, the exit survey process gives us an opportunity to make recommendations about where people might find a better fit. I’d recommend any coworking space operator to survey the folks who end their membership.

And now a few questions: If you own/operate a coworking space, does this data jive with what you’ve learned from your members? If you’re a coworking space user, does our membership data resonate with the reasons you’ve chosen to work out of a coworking space? Let us know – we’re curious! We’re taking all we’ve learned here in Capitol Hill and are trying to apply it to creating another space – you can read more about that process on our grow page.

Tali Edut

Type of Member: Resident

Member Since: January 2011

Tali knew she should join Office Nomads because Jupiter, her ruling planet, was moving into the social house of her chart.  She had been working from home and this seemed like the perfect time to find a place where she could work around others.  Already, as a Sagittarius, she’s an extrovert and finds that she thrives on entrepreneurial energy and creative independent folks.  “My favorite coffee shop turned into a bar so it was time to get a real desk, not just a booth. Plus, I was sick of smelling like espresso at the end of each day.”

So the Seattle half of the AstroTwins and AstroStyle found her way to Office Nomads.  Tali works with her identical twin sister, Ophira, helping people style their lives by the stars.  This involves one-on-one consultations and a ton of writing. Tali serves up free daily, weekly, and monthly horoscopes on her website Astrostyle.com.  She is also the official astrologer for Elle.com, Victoria’s Secret Pink, and MyLifetime.com.  Her approach to astrology is to “bring the stars down to Earth,” and create useful, relatable, practical advice to help people navigate their lives on THIS planet.

Creating empowering women’s media has been a common thread in Tali’s writing from the very start. At age 18, she won Sassy magazine’s Reader Produced Issue contest and was flown to NYC to help create an issue of the legendary teen publication under the direct guidance of Jane Pratt. She returned to the University of Michigan later that year and created her own magazine, HUES, which was a multicultural women’s magazine that also focused on healthy body image for women.

While working on HUES, she was introduced to astrology.  “I like understanding the psychological motivations behind people; what makes them tick.  Astrology is an intriguing way to get into the subconscious aspect of our own personality and understand the deeper aspects of ourselves.”  Taking that passion and using her history in magazines, she has been able to build this “accidental career” in which she’s flourished.

We’re pretty happy to have Tali and her adorable dachshund, Wendell, at Office Nomads.  Make sure to say hi next time you are here!