We are living in an era of "big data," "voice of the customer," and "evidence-based" everything. How do we make the best use of traditional research in ways that help us leverage corporate methods and tools on typical association budgets?

Key Takeaways:

• Learn how to identify gaps in your association's audience and program knowledge, then fill them with the
  appropriate mix of quantitative, qualitative, and secondary research. We will primarily approach this from the perspective of getting the most out of in-house staff, tools and analysis.
• Learn how to maximize your communications methods, meetings, and membership as vehicles for learning more about your constituency's needs, preferences and behaviors; and how to leverage what you learn to improve user experience and perceived value in these areas.
• Explore the practical aspects of conducting research to produce knowledge products—collecting and reporting data that can feed website content, publications, and conference presentation.

About The Presenter:

Kevin Whorton
CEO
Whorton Marketing and Research

Kevin Whorton is President of Whorton Marketing & Research a consulting firm that has worked with 325 associations over the past 12 years. He has 29 years of non-profit experience including serving as research director for National Association of Home Builders and American Society of Health-System Pharmacists, VP of Marketing for NACDS/ChainDrugStore.net, and head of fundraising for Catholic Relief Services.

As a volunteer, he served 18 terms on ASAE Councils and Committees, chaired its Membership Development Committee, and also served in officer roles for ASAE's Marketing Section Council and the Direct Marketing Association.

Kevin attended the University of Maryland PhD program for Economics on a Presidential Fellowship, completed his PhD coursework in Industrial Organization at George Mason University, and studied retail execution at the Kellogg School.