Using Research to Drive Strategic Initiatives

Today's economic environment means that organizations invest only in initiatives that promise a solid Return On Investment. But you can't determine which programs and publications will deliver that ROI without research on what members really need and value. Research helps you answer these five essential questions: 

1. Who is our typical member? Use data to define key member groups. They expect you to meet their diverse needs with customized content and programs.

2. Are our goals and missions aligned with their needs? Evaluate whether goals address your members' perspective and their changing profession/industry.

3. What do members really want from us, and what programs and publications do they really value? Detailed data on your customers' biggest challenges, topical interests, educational needs, and opinion/usage of current programs/publications is critical to evaluating your investments.