Case Study:

Using Research as a Catalyst for Transformational Change

For more than a century, the American Ceramic Society (ACerS) has served a wide range of professionals in the ceramics field, including scientists, engineers and educators. A number of challenges and threats to the organization’s growth were the catalyst for ACerS to seek McKinley’s research expertise and guidance. McKinley employed an integrated research strategy that included telephone interviews, focus groups, and an electronic survey to collect information from current, lapsed and prospective members. McKinley also conducted an environmental scan and competitive analysis to provide greater insight into ACerS’ changing marketplace. McKinley’s efforts resulted in transformational change for the organization; ACerS used the information to target new audiences, realign its current resources and create several new programs, products and services, and perhaps more importantly, do away with some legacy initiatives that were not delivering value.