Many CESSE members have asked for more information on how associations can use market and customer research to enhance member value and performance of their education product portfolio outside the US market. Specifically, they asked:
- What is the role of market and customer research in a successful product strategy?
- What works best when performing face-to-face member and customer product assessments to help you identify gaps in perceived customer value that can impact design, production, distribution or promotion?
Peter Turner from MCI organized a distinguished panel of researchers who either serve or work in engineering societies representing different size businesses. Presenting first-person accounts included: Jodie Slaughter from McKinley Advisors (representing her client the American Ceramics Society), Jackie Oppenheim and Russ Raman from ASME, and Marc Beebe from IEEE.
Jackie, Russ, and Marc presented from their HQ’s on the East coast via the online content production company Blue Sky Broadcast. Peter and Jodie presented from the session room at the Hyatt Vancouver and the audience camera captured questions from the audience.
We are also happy to provide the slides from this session too.