{"id":16395,"date":"2026-11-09T07:00:55","date_gmt":"2026-11-09T12:00:55","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=16395"},"modified":"2026-11-04T15:14:14","modified_gmt":"2026-11-04T20:14:14","slug":"magazine-monday-data-as-diligence","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/","title":{"rendered":"Magazine Monday: Data as Diligence"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"16395\" class=\"elementor elementor-16395\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2e3f8705 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2e3f8705\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4233f9f\" data-id=\"4233f9f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-21a2d9a8 elementor-widget elementor-widget-text-editor\" data-id=\"21a2d9a8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><em>Member Perception Research Drives Member Satisfaction\u2014and Retention<\/em><\/h3><p>Member research isn&#8217;t new for associations. Many already survey their members for up-to-the-minute data on compensation, industry performance metrics, and other insights. But over the past year, we\u2019ve seen a powerful new way associations are using research to drive satisfaction and retention: member perception research.<\/p><p>Why now? Lifestyle and technology trends are changing what it means to belong to an association, forcing leaders to reassess what members value most and how to deliver that value cost-effectively. These trends include declining memberships since COVID, even at associations that grew rapidly during the pandemic, as well as lagging interest and high churn among younger professionals who want faster, more measurable returns on their time and money.<\/p><p>Also present is a surging demand for how-to instruction, as well as deep dives on artificial intelligence, plus mismatched preferences for content, events, education, and other offerings among member cohorts.<\/p><p>Naylor\u2019s 2026 Association Benchmarking Report confirms these trends. Senior association leaders say their top three challenges are generating non-dues revenue (51.9%); communicating member benefits effectively (49.5%); and using data to guide strategic decisions (47.7%).<\/p><p>That\u2019s where member perception research comes in, providing the insights needed to realign resources with what members and prospective members value most.<\/p><h3>How Member Perception Research Works<\/h3><p>Associations generally use two different types of data gathering for member perception research:<\/p><ul><li><p><strong>Qualitative research.<\/strong> One-on-one stakeholder interviews that explore the value members perceive in an association\u2019s products, services, initiatives, and other offerings. Associations use these discussions to surface preliminary insights and uncover new areas for deeper exploration.<\/p><\/li><\/ul><ul><li><p><strong>Quantitative research.<\/strong> Online surveys of members and non-members that measure the value they perceive in an association\u2019s products, services, initiatives, and other offerings. Surveys can also quantify key satisfaction indicators, such as likelihood of recommending the association to a colleague and how long an individual plans to remain a member.<\/p><\/li><\/ul><p>Analyzing responses by demographic cohort typically reveals differing perceptions of an association\u2019s offerings by age, career stage, region, and more. Comparing these results with the revenues, costs, and margins associated with providing those offerings to each cohort helps associations see where their resource investments are generating the most\u2014 and least\u2014perceived member value.<\/p><p>For example, some associations are using cohort data to reformat education offerings, balancing a preference for online learning among younger members with a preference for live events among older members. Associations must provide value to both cohorts\u2014but which resource-allocation decisions will satisfy members today while supporting a financially healthy association tomorrow? Member perception data by cohort can provide guidance.<\/p><p><b data-olk-copy-source=\"MessageBody\"><a href=\"https:\/\/www.associationadviser-digital.com\/naya\/library\/item\/0026_annual_2026\/4353904\/\">Read the full article in the 2026 edition of <i>Association Adviser<\/i> magazine!<\/a><\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b43cb9d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b43cb9d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-961e9c7\" data-id=\"961e9c7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7372397 elementor-widget elementor-widget-spacer\" data-id=\"7372397\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-749b956 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"749b956\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1f2e0e0\" data-id=\"1f2e0e0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7daf59a elementor-widget elementor-widget-spacer\" data-id=\"7daf59a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-82fb0e6 elementor-widget elementor-widget-spacer\" data-id=\"82fb0e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cdf6a60 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"cdf6a60\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"125\" height=\"125\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/11\/042-01.png\" class=\"attachment-medium_large size-medium_large wp-image-16406\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1bf0d46\" data-id=\"1bf0d46\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b8eb58b elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"b8eb58b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">About the Author<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e2ff8f elementor-widget elementor-widget-spacer\" data-id=\"3e2ff8f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50342e1 elementor-widget elementor-widget-text-editor\" data-id=\"50342e1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>John R. Brandt<\/strong> is Founder and CEO of The MPI Group, a Naylor Association Solutions partner. He has led more than 400 advisory, marketing, research, and data engagements for organizations including Ernst &amp; Young, Deloitte, Grant Thornton, Infor, Microsoft, SAP, and the Italian Trade Commission. His work spans government, healthcare, manufacturing, and professional sectors, with strategic planning and research engagements for associations such as the National Association of Chain Drug Stores, the American Society for Quality, and ASCM\u2019s Global Health Supply Chain Initiative (funded by the Bill &amp; Melinda Gates Foundation). Contact him at <a href=\"mailto:jbrandt@mpi-group.com\">jbrandt@mpi-group.com<\/a>.\u00a0<\/p><p>Photo courtesy of Volodymyr Kryshtal\/ShutterStock.com.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Member Perception Research Drives Member Satisfaction\u2014and Retention Member research isn&#8217;t new for associations. Many already survey their members for up-to-the-minute data on compensation, industry performance metrics, and other insights. But over the past year, we\u2019ve seen a powerful new way associations are using research to drive satisfaction and retention: member perception research. Why now? Lifestyle [&hellip;]<\/p>\n","protected":false},"author":334,"featured_media":16398,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1517,31,4],"tags":[29,221,1826,74],"class_list":["post-16395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-association-management","category-features","category-membership","tag-association","tag-data","tag-insights","tag-membership-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Magazine Monday: Data as Diligence<\/title>\n<meta name=\"description\" content=\"Over the past year, we\u2019ve seen a powerful new way associations are using research to drive satisfaction and retention: member perception research.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Magazine Monday: Data as Diligence\" \/>\n<meta property=\"og:description\" content=\"Over the past year, we\u2019ve seen a powerful new way associations are using research to drive satisfaction and retention: member perception research.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2026-11-09T12:00:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/06\/AA-Podcast-Season-4-Episode-7-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1340\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"John R. Brandt\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"John R. Brandt\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/\"},\"author\":{\"name\":\"John R. Brandt\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/024d5dbe67a07d06339ddf408f50ef0b\"},\"headline\":\"Magazine Monday: Data as Diligence\",\"datePublished\":\"2026-11-09T12:00:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/\"},\"wordCount\":550,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2026\\\/11\\\/John-image.png\",\"keywords\":[\"association\",\"data\",\"Insights\",\"membership\"],\"articleSection\":[\"Association Management\",\"Features\",\"Membership\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/\",\"name\":\"Magazine Monday: Data as Diligence\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2026\\\/11\\\/John-image.png\",\"datePublished\":\"2026-11-09T12:00:55+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/024d5dbe67a07d06339ddf408f50ef0b\"},\"description\":\"Over the past year, we\u2019ve seen a powerful new way associations are using research to drive satisfaction and retention: member perception research.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/magazine-monday-data-as-diligence\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2026\\\/11\\\/John-image.png\",\"contentUrl\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2026\\\/11\\\/John-image.png\",\"width\":1600,\"height\":1300},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/\",\"name\":\"Association Adviser\",\"description\":\"Leadership Strategies &amp; Best Practices for Association Professionals\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/024d5dbe67a07d06339ddf408f50ef0b\",\"name\":\"John R. Brandt\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/553d6fbfc82b8a3022e901147e64024ceecd3726e8c68e666857361198276b7d?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/553d6fbfc82b8a3022e901147e64024ceecd3726e8c68e666857361198276b7d?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/553d6fbfc82b8a3022e901147e64024ceecd3726e8c68e666857361198276b7d?s=96&d=mm&r=g\",\"caption\":\"John R. Brandt\"},\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/author\\\/johnbrandt\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Magazine Monday: Data as Diligence","description":"Over the past year, we\u2019ve seen a powerful new way associations are using research to drive satisfaction and retention: member perception research.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/","og_locale":"en_US","og_type":"article","og_title":"Magazine Monday: Data as Diligence","og_description":"Over the past year, we\u2019ve seen a powerful new way associations are using research to drive satisfaction and retention: member perception research.","og_url":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/","og_site_name":"Association Adviser","article_published_time":"2026-11-09T12:00:55+00:00","og_image":[{"width":2560,"height":1340,"url":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/06\/AA-Podcast-Season-4-Episode-7-2.jpg","type":"image\/jpeg"}],"author":"John R. Brandt","twitter_card":"summary_large_image","twitter_misc":{"Written by":"John R. Brandt","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/#article","isPartOf":{"@id":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/"},"author":{"name":"John R. Brandt","@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/024d5dbe67a07d06339ddf408f50ef0b"},"headline":"Magazine Monday: Data as Diligence","datePublished":"2026-11-09T12:00:55+00:00","mainEntityOfPage":{"@id":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/"},"wordCount":550,"commentCount":0,"image":{"@id":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/#primaryimage"},"thumbnailUrl":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/11\/John-image.png","keywords":["association","data","Insights","membership"],"articleSection":["Association Management","Features","Membership"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/","url":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/","name":"Magazine Monday: Data as Diligence","isPartOf":{"@id":"https:\/\/www.naylor.com\/associationadviser\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/#primaryimage"},"image":{"@id":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/#primaryimage"},"thumbnailUrl":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/11\/John-image.png","datePublished":"2026-11-09T12:00:55+00:00","author":{"@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/024d5dbe67a07d06339ddf408f50ef0b"},"description":"Over the past year, we\u2019ve seen a powerful new way associations are using research to drive satisfaction and retention: member perception research.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.naylor.com\/associationadviser\/magazine-monday-data-as-diligence\/#primaryimage","url":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/11\/John-image.png","contentUrl":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/11\/John-image.png","width":1600,"height":1300},{"@type":"WebSite","@id":"https:\/\/www.naylor.com\/associationadviser\/#website","url":"https:\/\/www.naylor.com\/associationadviser\/","name":"Association Adviser","description":"Leadership Strategies &amp; Best Practices for Association Professionals","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.naylor.com\/associationadviser\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/024d5dbe67a07d06339ddf408f50ef0b","name":"John R. Brandt","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/553d6fbfc82b8a3022e901147e64024ceecd3726e8c68e666857361198276b7d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/553d6fbfc82b8a3022e901147e64024ceecd3726e8c68e666857361198276b7d?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/553d6fbfc82b8a3022e901147e64024ceecd3726e8c68e666857361198276b7d?s=96&d=mm&r=g","caption":"John R. Brandt"},"url":"https:\/\/www.naylor.com\/associationadviser\/author\/johnbrandt\/"}]}},"_links":{"self":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/16395","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/users\/334"}],"replies":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/comments?post=16395"}],"version-history":[{"count":28,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/16395\/revisions"}],"predecessor-version":[{"id":16418,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/16395\/revisions\/16418"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/media\/16398"}],"wp:attachment":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/media?parent=16395"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/categories?post=16395"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/tags?post=16395"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}