Associations have always been a valuable source of industry research and data. One of their biggest advantages is the amount of data that is uniquely theirs. It’s not enough just to collect data – associations need to use it effectively. Research is about constantly looking outward for data, while market intelligence involves looking inward.
By using these internal data sets to better understand what’s going on in their industry, associations can provide members with insights that they can’t get anywhere else. Associations must prioritize turning their data into market intelligence, helping them make informed decisions and stay ahead of the curve.
– Sean Wargo, Vice President, Market Intelligence, Audiovisual and Integrated Experience Association