01/10/2023

If You Listen and Conduct Research, Members Will Tell You What You Need

It’s familiar territory for a design-focused membership group

Associations exist to serve their members. But before they can successfully do that, they have to know what their members want—and why.

It is with that overarching question in mind that AIGA: The Professional Association for Design built its new certification programs. Its method: data and research that enabled AIGA to focus on the real needs of design leaders and professional designers. Its outcome: professional development that launched last fall to much fanfare.

Strong input; strong output. Data-driven decision making is nothing new to AIGA, which tends to use design thinkingthroughout its organization, including within its leadership process and its public-facing initiatives.

Please select this link to read the complete article from Associations Now.