Research and Insights

McKinley understands what it means to be data-driven, and we’re ready to help associations find the clarity and confidence to tackle their toughest challenges.

Market Research

As one of the top market research companies, McKinley has successfully conducted countless research engagements. Each is custom-tailored to the needs of our clients in order to provide sound, actionable insights.

Field and Industry Studies

We deliver insights that empower your organization to anticipate change, plan strategically and strengthen its impact on the field. From salary research to workforce assessments, our team is equipped to provide needed knowledge across sectors and industries.

Individualized Approach

Though we’ve conducted thousands of surveys, focus groups and interviews, we recognize that every member is unique and every association is on a journey to better understand its members and serve their needs.

Diagnostics and Assessments

Before embarking on a journey of change, it is important to understand the perceptions, needs and values of members and non-member stakeholders. Our research team aids associations in capturing a “current state” view to build from.

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Data Maturity Model for Associations

Understanding What’s Next

Our research practice is designed to aid associations in strategizing for what’s next. Our team will conduct qualitative and quantitative research to identify industry trends and future opportunities.

Range of Capabilities

Our association research experts are highly trained and offer a wide variety of research types, including one-on-one interviews, focus groups, surveys, competitive benchmarking intelligence and marketplace assessments.

Salary/Benefits Research

Our comprehensive research reveals critical workforce insights that help associations strengthen their fields. Through analysis of salary levels, benefits trends and market dynamics, we identify gaps between workforce expectations and current practices, helping you develop strategies that enhance field sustainability and talent retention.

Workforce Needs Assessment

We partner with associations to explore the experiences, needs and perceptions of professionals within your industry, including both members and nonmembers. We develop strategies that address talent shortages, increase workforce engagement and enhance the long-term resilience of your field.

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AAMFT's Industry Workforce Study

State of the Industry Research

Our research reveals strategic opportunities across your market landscape, providing insights into industry dynamics and growth potential. We uncover expansion opportunities, identify unmet needs, and highlight opportunities to drive innovation. These comprehensive findings can power your thought leadership through compelling industry reports and content.

Market Expansion Assessment

We will conduct research to identify market opportunities and industry trends to expand your reach and offerings. You will receive actionable insights to address your strategic goals, such as uncovering market gaps, evaluating new opportunities and refining your offerings to serve emerging audiences.

Meet our Research and Insights Team

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Chief Practice Officer

“As a result of the workforce study we did with McKinley, we saw the need for some pretty significant shifts in our strategic priorities, and so we made sure that those were better aligned with what our members were needing and experiencing post-COVID. That has been tremendous in terms of impact on moving the needle for our industry and the populations it works with.”

Amanda Darnley

Chief Strategy Officer, American Association of Marriage and Family Therapy