Advertising Association
Investing in insight
The Advertising Association is dedicated to promoting the role and rights of responsible advertising – trusted, inclusive and sustainable – and its value to people, society, businesses, and the economy. As part of its mission, the Association has been actively guided by its insight strategy. This has comprised a comprehensive governance review and establishing a more intimate understanding of the most attractive member benefits inside its exclusive member network – Front Foot.
Solution
Using a short Pulse survey mechanism coupled with a series of qualitative conversations, the Advertising Association set out to discover if its Board and Council believed the Association to be fit for purpose and how improvements could be made to its member communications. The Association then applied this Pulse technique to pick the brains of its Front Foot members on how much they rated their network and where growth and innovation are most likely to come from in terms of driving the industry forward.
Outcome
Gathering real-time opinion from a universe of C-suite experts at the coalface of their industry and who have the experience to offer a strategic view point has meant the Advertising Association is able to listen effectively to its members and act decisively on the insight.
Using the Pulse to find out what our membership thinks is incredibly valuable to us as an Association. We have a huge ’to do’ list so understanding what our members value most and where they see the opportunities for our industry means we can focus on the right initiatives. Our slick Pulse process goes down well with our time-poor members who have plenty to share but are under a lot of pressure to give their attention to the day job. Real-time insight helps us make better, faster decision and remains an essential component in terms of how we continue to serve our industry to the high standard they expect.
Sharon Lloyd-Barnes, Commercial Director at the Advertising Association