Driving Change with Industry Research

Associations today are uniquely positioned to drive industry change through meaningful, unbiased research. 

Between marketing efforts, member surveys and research done in the name of progress, associations are constantly digging deep and taking a closer look at what’s happening beneath the surface. 

Because association leaders work in the service of dozens of organizations and hundreds (sometimes thousands) of members, they have access to nearly limitless information.

And with that information (whether it’s industry trends, organizational norms, comparative benchmarking, or something else entirely), associations have the power to truly serve our members and the industry at large.

The Value of Industry Research

You might wonder, “What makes industry research so valuable?” The answer is that it depends on where you look and what your goals are.

For your association, conducting industry research can bring immense value, including:

• Revenue Opportunities: Generate additional revenue by understanding new and adjacent markets to your field, turning member needs into valuable products, and informing the creation or revitalization of professional development programs.
• Brand Authority: Establish your association as a thought leader and trusted source of information by providing unique data and insights that no other organization can offer.
• Advocacy Power: Equip your advocacy initiatives with robust data to amplify your impact at the political level.
• Membership Growth: Showcase your association as an innovative, forward-thinking organization that attracts new members.
• Mission Alignment: Contribute directly to your association’s mission, whether it’s raising industry standards, supporting career growth or driving policy change.

Beyond benefiting your association, industry research provides value to your members and the field. It allows members to compare their performance, stay current on trends, and make informed decisions to advance their careers and organizations.

Different Types of Industry Research: Meeting Your Members’ Needs

The kind of research you choose to do must be rooted in the needs of the industry.

By considering what your audience wants, what your industry needs, and what best aligns with your goals and mission, you ensure that what you’re doing is worth the effort.

Each category involves identifying statistically significant datasets, building accurate research instrumentation, surveying members across your industry, working with several stakeholders at various levels to identify trends and patterns and finding the best outlet to showcase your findings. 

To maximize the value of your research, tailor it to areas that directly impact your members. These are the primary types of industry research your association might consider:

• Benchmarking Data:  Provides reference points for organizations to assess and improve their operations. Your members can adapt to existing models while identifying areas where they can excel.
• Trend Analysis: Helps organizations stay competitive and relevant by predicting impending changes and advancements. Trend data enables organizations to anticipate shifts and respond proactively.
• Career Development Data: Supports professionals in their career paths by offering insights on compensation trends, role expectations, skills needs and advancement opportunities. 
• Organizational Health Data: Highlights industry-wide issues like workforce shortages, under-resourcing or staffing trends. With these insights, associations and members can address challenges that impact operational efficiency. 

Where to Begin?

How do you generate research and make an impact on your profession, the organizations in your field and each individual? How can you turn the results into conversations and action? 

Starting with research doesn’t need to be daunting. By following a few foundational steps, your association can launch meaningful projects that benefit both members and the industry.

• Identify Your Purpose: Define the specific challenges or opportunities your association wants to address. Align these with both member needs and your association’s mission.
• Select the Right Methods: Choose research methods, like surveys, focus groups or data analysis, that best suit your goals and resources.
• Engage Stakeholders: Gather input from key stakeholders to ensure your research addresses the most pressing issues.
• Analyze and Present Insights: Once you collect your data, use it to tell a story. Summarize key findings in a clear, actionable and relevant way.
• Share and Apply the Findings: Make your findings accessible by sharing them through webinars, publications or social media. Use your insights to inform policies, guide advocacy, and provide valuable resources to your members.

Driving Change

With well-aligned and carefully conducted research that engages stakeholders, your association can address industry challenges, provide essential resources for members, and foster positive change across your field.

Ready to transform your industry? Let us help you turn your data into your strongest strategy tool.