As Trade Associations think through how to best address the unknown unknowns, they are using actionable market research. CEOs and staff recognize how busy their members are, and that the key to success is delivering a value imperative that demonstrates how an organization is moving the needle for both their Industry and their company.
Actionable research is not about member satisfaction, it is about identifying potential gaps and opportunities that will help a Trade Association deliver more value by aligning with Industry “awake at night” challenges and business outcomes. Market research like this is helpful in strategic planning, market segmentation, new product development, and updating value propositions. Utilizing this approach to Market Research can be pivotal in improving levels of Member Engagement as well as helping to stabilize organizational revenues and member retention.
The value imperative is new, its different, and it’s about the Industry. Actionable Market Research will change the game for Trade Associations.
Many thanks to David Rehr, PhD, for hosting this important conversation on Market Research and how Trade Associations can utilize this research to better align their Value Proposition with the Members that they serve.
3 decades of experience working with multiple Industries and understanding different Association challenges by helping build strategies that add long term value.
Comprehensive understanding of Associations, as Senior Vice President for the National Association of Manufacturers’ National Membership & Grass Roots operation, as President of the American Solutions Advocacy organization, & as President and CEO of the Association for Corporate Growth.
Considerable background on impact of legislative and regulatory policy on Industries, has provided analysis on economic performance and M&A trends in outlets that include CNBC, CNBC Europe, Fox News, Fox Business, Dow Jones Marketwatch, Bloomberg, and the BBC.
Strategic perspectives are frequently sought out by CEO Update, a leading source for Association news and information. Authored over 145 blog articles on Strategic Planning & Member Engagement.
Facilitates knowledge sharing among forty -five Association CEO’s at the Growth Strategies & Member Engagement Forum.
Served as a member of the Prince William County, Virginia Strategic Business Planning Team.
District Three Councilman in the Village of Palatine, Cook County, Illinois, twenty one years.
B.A. in American History from the Catholic University of America, Washington D.C. and earned a Certificate from the Yale School of Management, New Haven, Connecticut in Leadership and Team Effectiveness.
Member of the American Society of Association Executives (ASAE).
