Research to Uncover Opportunities to Better Serve ACG’s Middle Market

Research to Uncover Opportunities to Better Serve ACG’s Middle Market
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McKinley Advisors was retained by the Association for Corporate Growth (ACG) to help the organization explore new opportunities to better serve the middle market corporate growth industry. The primary goal of the research project was to uncover ideas for new products or services that could help ACG members and professionals in a meaningful way.

The first step of the research process consisted of a series of focus groups with middle market corporate growth professionals from around the country to understand their satisfaction with products and services that are currently available as well as to identify potential gaps or unmet needs. In essence, the focus groups were meant to serve as a series of brainstorming sessions to help ACG develop a list of potential opportunities that it could evaluate and explore further with a broader audience. The next step of research consisted of an electronic survey that tested these ideas with various segments of the industry. It also was designed to capture feedback on member and prospect preferences for communication and media consumption.

VALUE TO CLIENT:

Soon after our engagement, ACG started implementing some of McKinley’s recommendations and is experiencing great success. For example, ACG developed a series of webinars to leverage its quality content. Registrations for sessions offered during the first summer were consistently high, ranging from 400 to 600 attendees. These results were high despite the typical summer slowdown that ACG experiences. McKinley’s research results are continuing to inform ACG’s high-profile InterGrowth event with the addition of new audience segments and the integration of “bonus programming.”

“We also have used McKinley’s research results to inform our sponsorship and year round partnership positioning. The data and information derived from the combination of qualitative and quantitative feedback has been very helpful in guiding our focus and efforts on those things that will add the most value to our members.”
Ellen Moore
Vice President, Strategic Development