What keeps association board members up at night?
If there is one persistent thought pressuring most decision-making executives, it is the concern that their association is falling out of relevance. Being in constant pursuit of member engagement, seeking to recruit and retain membership are global issues in this highly competitive landscape.
If the membership experience is not unique enough, members might look elsewhere for other opportunities. Member perceptions are as dynamic as ever, especially on account of the overall market influence; a market which is becoming more digital- and tech savvy than ever before.
On this premise, how can market intelligence ensure that associations stay relevant for their members?
Market intelligence assists decision making
Associations are now rushed to make data-driven decisions for an array of essential business operations across their organisation. This is where market research comes it. So, the question is, what makes a research relevant? Market research is relevant when its results are used in the decision making process. When results go unused, it is highly unlikely for them to be relevant in any shape of form.
Even excellent market research cannot add any value to the association, unless the results are utilised for smart decision-making. Therefore, there is no difference between a statistically correct scientific survey, and a survey with random questions generated from an online programme.
Market intelligence improves customer relations
After understanding the environment they operate and making smart decisions for their association’s performance, market research helps associations reach the next step; customer relations improvement.
How to stand out from the crowd & support revenue growth
- Analyze association status
- Gather data about existing and potential members
- Determine how the ideal membership looks like
- Define the membership journey
Find out how a global association of more than 128,000 engineers amplified its international position with on-the-ground global operations while driving penetration and generating revenue with market intelligence here.
Looking for additional tips to stay up-to-date with the shifting industry landscape? Visit here for more.