In an era of constant disruption and a rapidly changing federal environment, how can trade associations keep their advocacy efforts relevant to member needs?
Market research is the key: it uncovers member priorities while simultaneously highlighting the real-world impact of your industry.
Powerful Advocacy Agendas
A strong advocacy agenda has always required listening, but today, if you want your advocacy to create real change, you need a data-driven approach. Market research is the ultimate diagnostic tool, helping you understand two critical things:
- How your industry truly impacts the world around you
- What keeps your members up at night
Your Industry’s Untold Story
The true value of any industry goes far beyond what meets the eye. Market research transforms abstract numbers into a compelling narrative about your industry's economic and social contributions. Consider the Entertainment Software Association (ESA). They didn't just collect data—they discovered the video game industry's true story by quantifying:
- Exact number of jobs created
- Precise economic contributions
- Broader social benefits often overlooked
ESA recognized the need to proactively change how their industry was historically viewed as a niche entertainment sector to showcase the industry’s value and complexity. They not only articulated the economic impact but highlighted the positive effect of video game technology, demonstrating the industry’s broader benefits.
This proactive approach was essential for ESA to enhance its advocacy efforts.
"We engage with lawmakers, policymakers and regulators to ensure that laws and regulations enhance the video game industry’s ability to create, distribute and protect the games we all know and love to play – and the ones we have yet to imagine." - ESA Website
The Competitive Advantage of Informed Advocacy
Market research transforms advocacy from a reactive to a proactive process. It provides the intelligence needed to anticipate challenges and drive meaningful change by:
- Uncovering Member Priorities: Market research goes beyond collecting data—it's about understanding your members and member organizations. By using targeted surveys, interviews, and in-depth analysis, associations can zero in on what's really driving their industry. For a manufacturing association, this might mean discovering that environmental policy is their top concern, or for a tech group, data privacy could be keeping members up at night.
- Proving Industry Value: Hard numbers tell a story that words alone can't capture. Market research transforms your industry from an abstract concept into a complete picture. By quantifying job creation, economic contributions, and community impact, you give policymakers a clear illustration of your industry's importance. It's the difference between telling people you matter and showing them exactly how and why.
- Building a Collaborative Voice: Great advocacy isn't a top-down game. It's about creating a platform where every member feels heard and represented. Through comprehensive surveys, focus groups, and polling, associations can build trust and a shared sense of purpose across the entire membership.
- Staying Ahead of Change: In today's world, the regulatory landscape shifts faster than ever. Market research becomes your industry's early warning system, helping you anticipate and prepare for emerging trends. Whether it's evolving technological disruptions or new standards, proactive research allows your association to develop strategies that are informed and one step ahead.
Here are some key steps to advancing your advocacy game:
- Define Clear Objectives:
- What critical questions does your strategy need to answer?
- What are the most pressing regulatory challenges?
- What is your industry's real economic footprint (e.g., jobs created, tax revenue generated)?
- How well do you understand your members' priorities?
- Are there gaps in your current strategy that market research could help address?
- Choose the Right Research Methods:
- Trend and environmental scanning
- Member surveys
- Focus groups
- Stakeholder interviews
- Tell a Compelling Story:
- Turn data into a narrative that resonates
- Connect numbers to human experiences
- Demonstrate your industry's broader impact
Market research gives you something incredibly powerful: credibility. Instead of saying, "Trust us, we're important," you can now say, "Look at the evidence of our impact." The most persuasive advocacy doesn't just argue—it proves.
Pro Tips for Advocacy Success
- Involve diverse voices in your research
- Stay proactive, not just reactive
- Update your research regularly
- Transform data into actionable insights
Learn more
Ready to transform how the world sees your industry? Let us help you turn your data into your strongest advocacy tool.
