When Research Serves Reassurance More than Insight

This article is the second in a three-part series on association research and its role in effective decision making. Read the first article here.

Most associations conduct research with good intentions. Leaders want to understand their members, track industry trends, and ensure that decisions are grounded in evidence rather than assumptions. Over time, these motivations lead to an expanding portfolio of surveys, bench-marking studies, evaluation reports,and environmental scans.

Yet, in many organizations, research gradually begins serving a different function than originally intended. Instead of challenging assumptions, it often reinforces them. Instead of provoking difficult conversations, it frequently provides reassurance that the organization is already moving in the right direction.

Please select this link to read the complete article from ASAE's Center for Association Leadership.