Exploring new markets: How research, analytics and risk assessment can help

With broad-based changes taking place in society like globalization, the gig-economy, open-source information and automation, associations must be flexible and focus on new business development to remain relevant. Associations should seek new markets in the form of products or services, offerings for new types of professionals in their sector, or consider international expansion.

This session will examine how associations can draw on research techniques (surveys, focus groups and interviews), data analytics (internal data, and industry and macroeconomic indicators) and risk analysis (competitor, industry, country and political) in the search for new markets at home and around the world.

• CINDY SIMPSON, MED, CAE, CGMP, Chief Business Development Officer, Association for Women in Science
• KERRY COSBY, Chapters Manager, IEEE Computer Society
• WHITNEY EMERICK, Marketing & Membership Director, Petroleum Equipment Institute

This session originally aired as part of SURGE in the spring of 2018.