American Society of Association Executives
Associations produce research for two primary reasons. Outward-facing industry research aims to add to the body of knowledge about the industry or profession the organization represents, which supports its mission, provides value to members, and may create a source of nondues revenue. Inward-facing
market research seeks to gain insight into the association’s own member and prospect community so that staff and volunteer leaders can make data-driven decisions that will better serve the community’s needs. Association research teams use a variety of methodologies, including benchmarking, predictive data analysis, satisfaction and engagement evaluation, needs assessment and product development studies, and environmental scanning. An important element of this work is the obligation to conduct research responsibly, which requires that associations protect research participants, ensure that the study is done correctly, and give proper credit to contributors at all stages of the project.
