Associations can eavesdrop like never before, and this is a great thing!
Back in the old days of in-person meetings, member conversations helped only the members having the conversations. But, now we have digital access to the record of many of their conversations. Not only do their conversations help them, but these conversations can also help us help them because these conversations are untapped rich qualitative member data.
There is a mountain of data languishing unanalyzed, from the attendee chat record at virtual conferences to the member contributions to online communities to even the video from chapter meetings.
No longer are events, communities, and meetings just benefits. They are powerful ways to get insights into our members’ world.
Recently I took the chat data from a virtual presentation that I gave about new member onboarding programs, analyzed it, and wrote a research report out of the insights. Now my research partners and I know how associations are thinking about onboarding and engagement during COVID, we learned about the new technologies people are using, and maybe most importantly, we now have a deep look into what engagement feels like.
Likely there is a mountain of rich qualitative data that is just waiting for you.