Identify and start talking to this special group. They have the cure for what ails the industry or profession.
As association executives we assume we know how members feel but the only way to know how members feel is to ask.
It’s helpful to think of developing rich member insight in layers. How rich the insight is depends on what layers of information you have collected and the depth of the information. I like to visualize three layers of member insight: 1. Demographics – these are all the easily quantifiable categories what we can assign each […]