CESSE Annual Meeting 2011 - Research as a Catalyst for Sound Association Decision Making

1,049 views
981 views

Published on

Research as a Catalyst for Sound Association Decision Making presentation given by Jodie Slaughter, FASAE at the CESSE Annual Meeting in July 2011

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,049
On SlideShare
0
From Embeds
0
Number of Embeds
95
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

CESSE Annual Meeting 2011 - Research as a Catalyst for Sound Association Decision Making

  1. 1. Research as a Catalyst for Sound Association Decision Making<br />
  2. 2. Today’s Topics<br /><ul><li> Research 101 – benefits, applications, definitions
  3. 3. Research you can conduct yourself with no/little budget
  4. 4. When to call in a professional
  5. 5. Research in Action: Lessons learned by a mid-sized CESSE member</li></li></ul><li>Correctly done…<br />Research:<br /><ul><li>Gives members a voice
  6. 6. Allows you to hear from new audiences
  7. 7. Validates or contradicts whims and curtails lurching
  8. 8. Surfaces new product ideas/unmet needs
  9. 9. Provides insights on competitors
  10. 10. Tests ideas and assumptions 
  11. 11. Determines product/service pricing, positioning and distribution
  12. 12. Monitors performance and member satisfaction</li></li></ul><li>Research 101<br />The First Step in <br />Successful Research<br />
  13. 13.
  14. 14. Research 101—Definitions<br />Primary research: Collecting data that doesn’t already exist<br />Secondary research: Collecting data that already exists<br />Qualitative: Deeply descriptive and anecdotal information<br />Quantitative: Findings that can be expressed numerically and applied to confidence intervals (statistical reliability)<br />
  15. 15. Research 101<br />Qualitative Research<br />+Quantitative Research<br />=Sound Research<br />
  16. 16. Research You Can Do Yourself<br />No Money…No Problem<br />
  17. 17. Research You Can Do Yourself<br /><ul><li>Secondary research
  18. 18. Electronic survey instruments*
  19. 19. Distribute questions to market-facing staff and volunteers</li></li></ul><li>
  20. 20. When do you need a professional?<br />
  21. 21. CESSE Member Mini-Case Study<br />Budget: ~ $6,000,000<br />Members: 5,862 – 6,120 (20% growth in corporate)<br />Why: New exec loves data, needed myth-busting and voices from broader audiences, never did it before<br />What: 69 interviews, two focus groups, electronic survey (19.5% response rate), enviro scan<br />When: Late 2007<br />What’s next: Repeating in 2011<br />
  22. 22. CESSE Member Mini-Case Study<br />Surprises in the Data <br /><ul><li> Members much less conservative than leaders
  23. 23. Very small (older) segment revered sacred cows
  24. 24. Time-consuming and potentially troublesome elections were not necessary
  25. 25. Academics had been over-represented in association decisions
  26. 26. Myths about corporate members were disproved</li></li></ul><li>CESSE Member Mini-Case Study<br />Forced Choice Method<br /><ul><li> A departure from typical scale-based methods
  27. 27. Effective when contemplating key decisions
  28. 28. Major change
  29. 29. Strategic planning
  30. 30. Program development
  31. 31. Must be informed by qualitative phase
  32. 32. Seeks a measure of “practical significance”
  33. 33. Allows for segment-specific solutions</li></li></ul><li>
  34. 34.
  35. 35. CESSE Member Mini-Case Study<br />
  36. 36. CESSE Member Mini-Case Study<br />In their own words:<br />“As a result of the information we gained from the survey, we were able to better identify our current audience as well as identify our potential audience and in one short year we were able to increase our total membership by 3%. “ <br />Megan Bricker<br />Director, Marketing & Membership Services<br />
  37. 37. Thank youJodie Slaughter, FASAEjslaughter@mckinley-advisors.com<br />
  38. 38. “If there is one phrase that sets remarkable associations apart from their counterparts, it’s “Data, data, data.. [In remarkable associations, ] whether qualitative or quantitative, research is always put to use, not put on the shelf.”<br /> -7 Measures of Success – What Remarkable Associations Do that Others Don’t<br />
  39. 39. Do you want to be remarkable?<br />

×