The Cloud Industry Forum (CIF) hired Spreckley Partners to help grow its membership and establish its credibility. Spreckley recommended conducting research on perceptions of cloud services. Vanson Bourne interviewed 550 IT executives and 250 channel partners. The research helped CIF develop white papers and host events, gaining six new members and increasing its media profile. The independent, research-based approach established CIF as a credible voice on cloud issues.